A financial firm's website has to do two things at once: persuade a cautious prospect to get in touch, and meet the disclosure requirements that come with being regulated. Most firms get the first part wrong by over-correcting on the second, with dense legal text that drowns the message.
This checklist covers what an FCA-regulated firm's website typically needs to include and where each item belongs. It is a practical guide, not compliance advice. Requirements vary by firm type and permissions, and appointed representatives will have extra requirements from their principal or network. Your compliance function should confirm the detail.
Regulatory status
The status disclosure
Authorised firms are required to tell clients who regulates them, and the website is one of the places this applies. The usual form is a statement that the firm is authorised and regulated by the Financial Conduct Authority, with the firm's name as it appears on the FCA Register and its firm reference number. Appointed representatives need to make clear whose appointed representative they are.
Where it belongs: in the footer of every page, so it is always visible without dominating the content.
A link to the FCA Register
Many firms link their firm reference number to their entry on the FCA Register. It lets a prospect confirm your status in one click, which is reassuring for anyone who has read about scams.
Complaints and the Financial Ombudsman Service
Clients need to know how to complain and what happens if they are unhappy with the outcome. A short complaints page should explain how to raise a complaint, what the firm will do and when, and that eligible complainants may be able to refer the matter to the Financial Ombudsman Service.
Where it belongs: a dedicated page, linked from the footer.
Company details
UK limited companies must show their registered name, company number, place of registration and registered office address on their website, under company law rather than FCA rules. LLPs have equivalent requirements.
Where it belongs: the footer, alongside the regulatory status.
Financial promotions on every page
Any page that promotes your services is a financial promotion, and the FCA says promotions must be "clear, fair and not misleading regardless of the media type". That covers service pages, blog posts, landing pages and anything you link to from social media. See the FCA's financial promotions guidance.
In practice, that means:
- no promises of outcomes or returns
- balance between benefits and risks wherever investments or pensions are discussed
- risk warnings where your firm or network requires them, close to the claim they relate to
- past performance, testimonials and awards only where your compliance function has confirmed they meet the rules
- a clear distinction between general information and personal advice
Where it belongs: throughout. The best approach is to design templates that place risk warnings automatically, so new content cannot go live without them.
Fees and services
There is no single rule that says every advice firm must publish its fees on its website, but the Consumer Duty expects firms to help customers understand what they are buying and what it costs. A clear explanation of how you charge, including initial and ongoing fees and what each covers, supports that and tends to improve enquiries.
Where it belongs: a fees or "how we work" page, linked from the main navigation.
Privacy and cookies
Privacy notice
Under UK GDPR, if your website collects personal data, which every enquiry form does, you need a privacy notice explaining what you collect, why, the lawful basis, who you share it with, how long you keep it, and people's rights.
Cookie consent
Under the Privacy and Electronic Communications Regulations, non-essential cookies, including most analytics and advertising cookies, need consent before they are set. A banner that sets analytics cookies before the visitor has chosen does not meet that standard. See the ICO's guidance on cookies.
Where it belongs: a privacy page and cookie policy in the footer, with a consent banner that genuinely blocks non-essential cookies until consent is given, and a way to change the choice later.
Accessibility
Accessibility is good practice and supports the Consumer Duty's focus on customers with characteristics of vulnerability. Readable font sizes, sufficient contrast, descriptive link text, alt text for images and forms that work with a keyboard all help.
Common questions
Do appointed representatives need different wording?
Yes. An appointed representative needs to make clear that it is an appointed representative of its principal, and the principal will usually set the exact wording and any other requirements. Check your network or principal's rules before changing footer text or service descriptions.
Is our blog a financial promotion?
If a blog post promotes your services or invites readers to engage with you, it is likely to be treated as a financial promotion, and general educational content can still be. The safest approach is to put blog posts through the same review as service pages and keep content factual rather than advisory.
Do we need consent for analytics cookies?
Under PECR, cookies that are not strictly necessary, including most analytics, generally need consent before they are set. A banner that loads analytics before the visitor chooses does not meet that standard. Your consent tool should block non-essential cookies until consent is given.
A quick checklist
- FCA status disclosure with firm name and reference number, on every page.
- Link to the FCA Register entry.
- Complaints page with Financial Ombudsman Service information.
- Company name, number, place of registration and registered office.
- Promotions that are clear, fair and not misleading, with risk warnings where required.
- A plain explanation of fees and services.
- A UK GDPR privacy notice.
- Cookie consent that blocks non-essential cookies until accepted.
- Accessible design.
Making it look good
None of this has to make the site feel defensive. Regulatory information belongs in a consistent, well-designed footer and a few clearly linked pages, leaving the main content free to explain who you help and how to book a first meeting. We design websites for regulated firms with these requirements built in from the first wireframe; see our approach to financial services web design, or read about AI for financial advisors for what happens after the enquiry arrives.