For many values-aligned clients, an adviser’s website is the first meaningful interaction with a practice.

Before a discovery call. 
Before a referral introduction.
Before a formal meeting.

Potential clients are looking for content they connect with and an adviser who makes them feel confident enough to click the “Book a Call” button.

They notice whether sustainability is woven throughout the site or mentioned in passing. They look for language that speaks to the issues they care about – climate change, fossil fuels, biodiversity, human rights, animal welfare, community impact. They sense whether capability is embedded in the practice or treated as an afterthought.

As the Website Guide inside the Sustainable Investment Advice course explains:

“Your website is often the first touchpoint a values-aligned client will have with your organisation. That impression is often formed within seconds.”

When an adviser has invested in building genuine capability in ethical and responsible investment advice, their website becomes a natural extension of that work. It becomes part of their marketing in the most authentic sense – an expression of how they think, how they advise, and who they serve.

Communication that resonates and retains

Inside Sustainable Investment Advice, the core focus is professional proficiency. Research. Portfolio construction. Client conversations. Greenwashing awareness. Compliance. Process integrity.

Alongside that foundation, the bonus resources guide advisers to communicate this capability clearly and confidently.

The Website Guide was created for that purpose.

It walks advisers through practical considerations such as:

🔹 Creating a dedicated responsible investment page that is visible and easy to find
🔹 Integrating values-aligned language across the homepage, about page, and team bios
🔹 Explaining ethical and sustainable investing in everyday language rather than relying on acronyms
🔹 Showcasing training and credentials with context so clients can interpret what you bring to the table
🔹 Using imagery that aligns with your ideal client’s environmental and social values
🔹 Placing clear, welcoming calls to action so interested visitors know how to begin
🔹 Applying simple SEO improvements so aligned clients can find the practice more easily

These are marketing considerations.
They are also signals of credibility and compatibility.

When capability and communication are aligned, trust develops more naturally. Clients feel understood. Conversations begin on stronger footing.

A guide usually reserved for course members

The Website Guide is normally available exclusively to advisers enrolled in Sustainable Investment Advice.

It sits within the bonus module, alongside other resources designed to support thoughtful positioning of an ethical and values-aligned offering.

For the next couple of weeks, Alexandra is making this guide available as a standalone download.

For advisers who are already integrating ethical and sustainable investment advice and would appreciate a structured framework to review their website, this is an opportunity to access the resource directly.

It includes copy suggestions, layout guidance, image considerations, SEO basics, greenwashing awareness prompts, and call-to-action (CTA) examples.

In March, it will return to being available only within the course.

You can download it here:
[Click to access]

For advisers considering deeper capability

Sustainable Investment Advice is designed for Australian and Aotearoa New Zealand financial advisers who want to strengthen how they research, construct, and communicate values-aligned portfolios.

The course helps advisers become proficient in values-based advice, navigate ESG complexity with confidence, integrate ethical and sustainability preferences into advice processes, and meet the evolving expectations of clients and regulators.

The marketing bonuses, including the Website Guide, sit on top of that foundation. They are there to guide advisers in articulating what they are building within their practice.

For those exploring whether this direction aligns with their professional focus, further details about the Sustainable Investment Advice course can be found here:

https://www.ethicalinvestgroup.com/sia

Whether you are refining an existing ethical offering or developing one more deliberately, the training is designed to be practical and implementation-focused.

If strengthening your capability in ethical and sustainable investment advice feels timely, you are welcome to explore the program and decide whether it is the right next step.  

Disclaimer:
This information is issued by Ethical Invest Group (EIG) (ABN 29 238 432 149) in relation to the trend toward sustainability in financial advice.
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