Designing a Trustworthy Financial Website

What is good, y’all? John D. Saunders here—you know the vibes. Let’s talk about what makes a trustworthy website in the world of wealth management and finance. We all know how protective folks are about their money, and for good reason. So your website? It needs to look and feel secure, solid, and legit from the moment someone lands on it.

Let’s get into it. I’ll walk you through some things we’ve done, show examples, and break down how you can do the same.

Trust Starts with Design

If you're in the finance industry or wealth management space, your website has to scream trust. Not just with words, but visually. This isn't a “nice-to-have”—this is foundational.

Think about what makes a site feel untrustworthy. You’ve got outdated or cluttered design, no clear way to contact someone, slow loading speeds, confusing navigation, or zero social proof. It’s a quick way to lose potential clients.

Real-World Example: Generational Capital Advisors

Let me show you a redesign we did for a client called Generational Capital Advisors. We handled everything: branding, logo, visual assets, and the entire website. They were brand new, just getting started, and gave us the creative freedom to build something meaningful from the ground up.

From day one, we aimed for a clean, consistent look and feel. You’ll see subtle animations, strong structure, and a smooth experience throughout the site.

We’ve worked on a bunch of financial websites, and honestly, a lot of them miss the mark with design consistency. No cohesive font choices, hard-to-read layouts, and no flow. That’s where we come in and help these brands shine.

Building for Clarity and Confidence

We included a mega menu on their site—not to overwhelm users, but to present all their services clearly at a glance. It’s big but intuitive. You can instantly see what they offer, how they do it, and who they do it for. We also collaborated closely on the content. It wasn’t just us writing a copy—it was a team effort to make sure the wording aligned with their brand and resonated with their audience. There’s also a section called “Investment Philosophy” and another called “Experience GCA” to communicate what it’s like working with them. We helped shape the messaging there too.

Design That Feels Personal

The team at GCA provided headshots, which made a huge difference. Real photos always win. We used them throughout the site to reinforce that personal connection. We also showcased who they serve—business owners, corporate execs, charitable families—so their ideal client could see themselves reflected in the content.

And look, that contrast of white space and imagery? That’s intentional. We wanted the visuals to feel warm and inviting, especially where the calls to action live. Whether it’s a family image or a headline inviting you to reach out, we made sure it felt approachable.

Two Contact Paths—One Goal

We gave users two ways to reach out: through a Calendly integration for quick scheduling, or a classic contact form for more traditional folks. Both are easy to use and integrated right into the site flow. The forms are clean, secure, and optimized for conversions. Nothing crazy—just the info you need, with progress indicators so users know where they’re at. And yes, the whole thing is mobile-optimized. On mobile, we simplified the mega menu and streamlined everything for ease of use.

What Trust Really Means Online

Here’s how I break it down: Trust = Design + Security + Transparency.

Show your certifications. Have visible SSL. Display your privacy policy clearly. Include terms. Highlight real people. Mix icons with real photography. Keep your navigation intuitive, your calls to action strong, and your content easy to digest.

This is the foundation for a great financial website. We’ve done it time and time again—and it works.

Wrapping Up

That’s just a glimpse into the GCA project, but we’ve got more coming soon. If you need help building or redesigning your finance site, hit me up. We've done this dozens of times, and we’d love to help you do it right.