Traditional financial advisors’ websites typically emphasize finances and business expertise. The content often revolves around money, investments, and features images of business people shaking hands. However, an important aspect of financial advisory is the personal side: planning for personal pensions, ensuring the well-being of loved ones, and making decisions about family care or major purchases. Financial advisors must strike a delicate balance between being perceived as money-focused or as trustworthy partners who can effectively manage their client’s finances.