Kestrel rebuilds websites for independent, fee-only RIAs. We start with the one goal your firm is working toward, then design, write, and measure the site against it.
A financial advisor website works best when it has one job. Kestrel rebuilds websites for independent, fee-only RIAs, starting with the growth goal and building positioning, design, copy, and measurement around it.
Your website is where a prospect, a referral partner, a job candidate, or a buyer's diligence team can form an opinion of your firm without talking to you. Each of them needs something different from it.
Winning more $1M households, recruiting a second lead advisor, and making the firm easier to value at transition call for different sites. We pick one goal, then build for it.
About 90 days from strategy to a finished site. Contact form visits up more than fourfold in the first three months after launch.
We started with a comprehensive marketing strategy that defined our target customers and partners, prioritized and planned our marketing activities, and articulated a roadmap to move off an out-of-the-box site that underserved our goals. In about ninety days, that strategy resulted in a fully customized, high-performing website with a regular cadence of marketing activities (including email, social media, video, and partner content).
Chelsea Ohm Heintschel, CFP®, Lead Advisor and Managing Partner, MPM Wealth Advisors
Before launch, we agree on what the site should produce and how you will see it. Leadership sees what is working, and a documented record of where new clients came from gives a buyer something to price at transition.
Kestrel is led by Sarah Falcon, who has spent 20+ years in marketing across technology, B2B, direct-to-consumer, and financial services. The person deciding what goes on your site also decides what the rest of your marketing should stop doing.
A website rebuild is a good moment to choose one goal and drop the rest.
If your site sits on a template platform, we move your custom content over, build the new site on your existing domain if you want, and write new content where it is needed. Your firm owns the site, the content, and the domain.
Independent, fee-only RIAs without a dedicated marketing function, including firms preparing for an acquisition, a succession plan, or an equity conversation.
What is a growth goal for an RIA website? A growth goal is the single result the site is built to produce, such as more first meetings with $1M households, a stronger recruiting pipeline for advisors, or a clearer story for a buyer or successor. Each goal changes the homepage, the calls to action, and the numbers we report.
How long does a website rebuild take? About ninety days from strategy to a finished site, based on our work with MPM Wealth Advisors. Your compliance review and content approvals set the pace, so we build review time into the schedule from kickoff to launch.
Can the website work with our compliance process? Kestrel designs pages and writes copy with your compliance review in mind and works inside your approval process. Final approval rests with your compliance team.
Who writes the website copy? Kestrel writes it from interviews with your partners and clients, so the site reflects how your firm describes itself. You can also supply your own copy for editing.
Can we move off our current website platform? Yes. We move your custom content over, build the new site on your existing domain if you want, and write new content where it is needed.
Can we hire Kestrel for the website alone? Yes. Some firms start with the website rebuild, and others add branding, social media, newsletters, Google Ads, or marketing leadership so every channel works toward the same goal.
Branding | Google Ads | Newsletters | Social media
A 30-minute call with Sarah Falcon. We talk through where your clients come from today and where you want growth to come from.
Last updated 2026-10-08
Sarah Falcon leads Kestrel and has spent 20+ years in marketing across technology, B2B, direct-to-consumer, and financial services. Sarah on LinkedIn