Financial Services Website Audit Guide

Financial services websites need to do three things

Every financial services website — whether it's a local accounting firm, an independent financial advisor, or a fintech startup — needs to accomplish three goals: establish trust, comply with regulations, and convert visitors into clients or users.

Technical website issues undermine all three. A slow site feels untrustworthy. Missing security headers create compliance risk. Poor mobile experience kills conversions. Here's what to prioritize in a financial services audit.

Trust signals are non-negotiable

Financial services clients are entrusting you with their money. Your website must look and feel trustworthy at every level.

Security

Run the Security Headers Checker and verify:

• HTTPS everywhere — no exceptions, no mixed content. A "Not Secure" warning on a financial site is a dealbreaker.
• HSTS header — forces HTTPS for all connections
• Content Security Policy — prevents XSS attacks that could inject malicious content
• Secure cookie flags — essential if the site has any login or client portal functionality

Visual trust signals

• SSL certificate details (Extended Validation certificates show the company name in some browsers)
• Compliance badges (SEC, FINRA, state regulatory body logos)
• Professional certifications (CPA, CFP, CFA)
• Client testimonials with full names and titles (where permitted by regulations)
• Privacy policy and terms of service prominently linked

Page speed

A site that loads slowly feels unreliable. For a company asking you to trust them with your money, "unreliable" is fatal. Target LCP under 2 seconds. Check with the Page Speed Grader.

Regulatory compliance considerations

Advertising regulations

Financial services advertising is heavily regulated. Depending on the type of firm:

• SEC/FINRA registered advisors: Must follow advertising rules including disclaimers about past performance, risks, and fees
• Insurance agents: State-specific advertising regulations
• Accounting firms: Professional conduct rules vary by state board