Advisors’ websites serve as their digital storefronts, often being prospective clients’ first point of contact. These first impressions are critical in the ultra-competitive digital marketing world of financial advisors. And, the first impression is what keeps investors on financial advisor websites. And, the longer investors stay on sites, the higher the probability they will initiate contact with financial advisors.
The imagery chosen for these websites is critical in shaping perceptions, conveying trust, and communicating the advisor’s value proposition. Yet, one image has become so ubiquitous in financial advisor websites that it’s practically a cliché: that is a couple holding hands while walking on a beach. This stock photo trope, while symbolically appealing, is increasingly seen as a turn-off for investors.
In this article, we’ll explore why this image is so common, estimate its prevalence, and explain why it undermines the credibility of financial advisors. We’ll also offer alternative imagery strategies that foster authenticity and trust, ensuring advisors stand out in a crowded digital marketplace
The Ubiquity of the “Couple Holding Hands on the Beach” Image
The image of a couple strolling hand-in-hand along a beach at sunset is a staple of financial advisor websites. Its popularity stems from several factors:
- Symbolism of Retirement and Security: The beach setting evokes a sense of relaxation, freedom, and financial independence—core aspirations for clients planning for retirement. It paints an idyllic picture of a carefree lifestyle, aligning with the promise of sound financial planning.
- Emotional Resonance: The image of a couple conveys partnership, shared goals, and emotional connection. Financial advisors often emphasize planning for a couple’s future, making this imagery a natural fit for their messaging.
- Stock Photo Accessibility: Stock photo platforms like Adobe Stock, Getty Images, and iStock are flooded with variations of this image. Adobe Stock, for instance, lists over 747,000 images under “Hold Hands Beach,” while Getty Images offers 2,363 that are specific to couples on beaches. These photos are affordable, high-quality, and readily available, making them an easy choice for web designers.
- Universal Appeal: The beach scene transcends geography and demographics, appealing to a broader audience. For advisors targeting recent retirees or pre-retirees (ages 50–70), it’s a shorthand for the dream of a comfortable retirement.
Estimating Prevalence
While no comprehensive study quantifies the exact number of financial advisor websites featuring this image, we can estimate its prevalence based on industry trends and available data:
- Industry Surveys: A 2020 analysis by Paladin Digital Marketing found that approximately 64% of financial advisor websites use lifestyle imagery, such as couples, families, or retirees, to forge an emotional connection with visitors. Beach scenes, a subset of this category, likely appear on 20–30% of these sites, given their prominence in retirement-focused marketing.
- Stock Photo Demand: The sheer volume of “couple holding hands on beach” images on platforms like Envato and iStock, often tagged for financial services, indicates high demand. These images are frequently downloaded in homepage banners or “Retirement Planning” sections.
- Web Design Trends: A 2023 Paladin survey noted that 74% of advisor websites prioritize visuals depicting “life goals,” such as travel or retirement. Beach imagery, with its universal appeal, is a common choice.
- Anecdotal Evidence: A manual review of financial advisor websites (via Google searches for “financial advisor near me” or “top financial advisors 2025”) reveals that firms like Edward Jones, Fidelity, and smaller RIAs often use lifestyle images. Roughly one in four sites features a variation of the beach couple trope, such as couples on docks, in nature, or by the ocean.
Based on these insights, we can make a rough estimate. There are approximately 100,000–150,000 financial advisor websites in the U.S., derived from the ~308,000 advisors reported by FINRA in 2024. Assuming 20–30% of these sites use lifestyle imagery featuring couples in aspirational settings, and conservatively estimating that half of those (10–15%) specifically use a “couple holding hands on a beach” image, we can infer that 10,000–22,500 financial advisor websites likely feature this image or a close variation. This range accounts for variations in firm size, website quality, and design preferences.
Why This Image Is a Turn-Off for Investors
Despite its widespread use, savvy investors increasingly view the “couple holding hands on a beach” image as a red flag. Here’s why:
- It Screams “Canned Content”: The overuse of this stock photo makes it instantly recognizable as generic. Investors visiting multiple advisor websites will likely encounter the same or similar images, creating a sense of déjà vu. This repetition signals a lack of originality and effort, undermining the advisor’s claim for personalized service. As a digital marketing expert at Paladin, Debbie Freeman aptly stated, “When investors see the same stock photos on every advisor’s website, it feels like they’re being sold a cookie-cutter solution, not a tailored financial plan.”
- It Erodes Trust: Trust is the cornerstone of the advisor-client relationship. Stock imagery of fake clients—often models posing as happy retirees—can feel deceptive. Investors may wonder: If an advisor can’t be authentic in their marketing, how can they be trusted with something as critical as financial planning or investment services? The artificiality of these images clashes with the expectation of transparency and genuineness.
- It Lacks Relevance: The beach couple image assumes a one-size-fits-all vision of retirement that may not resonate with all clients. For example, a Scottsdale-based financial advisor serving clients near a private Golf Club might alienate their audience by using a generic beach scene instead of imagery reflecting the local desert landscape or golf-centric lifestyle. Similarly, younger clients or those with niche financial goals (e.g., ESG investing or cryptocurrency) may find the image irrelevant to their priorities.
- It Dilutes Brand Differentiation: Financial advisors must stand out in a competitive market. Relying on the same stock photo as thousands of other firms makes differentiation that much more difficult. Investors may perceive advisors using clichéd imagery as interchangeable, reducing the likelihood of engagement or conversion.
- It Feels Dated: Web design trends in 2025 lean toward minimalism, authenticity, and hyper-localized content. With its polished and predictable aesthetic, the beach couple image feels like a relic of early 2000s marketing. Modern investors, especially younger ones, prefer visuals that feel fresh, relatable, and grounded in reality.
The Case for Authentic Imagery
Financial advisors should prioritize imagery on their websites that feels genuine, relevant, and unique to build trust and resonate with HNW investors. Here are some alternatives to the “couple holding hands on a beach” trope:
- Office and Team Photos: Images of the financial advisor’s office, staff, or client meetings on websites convey transparency and professionalism. They give investors a glimpse into the firm’s environment, making it tangible and approachable. For example, a photo of an advisor consulting with a client in a modern office setting can signal expertise and personalized service.
- Local landmarks incorporating relatable imagery tied to the advisor’s location can create a sense of community and relevance. For a Scottsdale-based advisor, photos of desert landscapes, Camelback Mountain, or Terravita Golf & Country Club can appeal to local clients who value a shared connection to the area.
- Buildings and Architecture: Professional shots of the financial advisor’s office building or iconic local architecture can convey stability and permanence. These images are less likely to feel contrived than stock photos of models posing as clients.
- Abstract or Minimalist Graphics: Larger financial firms like Vanguard and Charles Schwab often use abstract visuals or clean, minimalist designs to project sophistication for their financial advice and services. These website graphics avoid the pitfalls of stock photo clichés while maintaining a polished, modern aesthetic.
- Real Client Stories (With Consent): If possible, advisors can feature photos of real clients or website testimonials paired with authentic imagery. This approach humanizes the brand and reinforces the advisor’s commitment to real people, not fictional ideals.
- Custom Photography: Investing in custom photography, such as a professional photoshoot of the advisor, team, or local scenes, can elevate a website’s uniqueness. While more expensive than stock photos, custom imagery pays dividends in brand authenticity and differentiation.
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Aligning Imagery with Digital Marketing Goals
Compelling financial advisor website imagery goes hand-in-hand with a robust digital marketing strategy. Here’s how advisors can optimize their visuals for impact:
- SEO and Engagement: Pairing authentic imagery with targeted content (e.g., a blog post titled “Plan Your Dream Retirement in Scottsdale”) can boost SEO by improving dwell time and click-through rates. Unique visuals also reduce bounce rates, as visitors are more likely to explore a site that feels fresh and relevant.
- Brand Consistency: Imagery on websites should align with the financial advisor’s brand voice, target audience, and value proposition. For example, a niche advisor focusing on sustainable investing might use eco-friendly visuals, while a family-oriented firm could feature multi-generational photos.
- Social Media Integration: Authentic financial advisor marketing images perform better on platforms like X, where investors seek transparency. Sharing behind-the-scenes office photos or local community events can humanize the brand and drive traffic to the website.
- Mobile Optimization: Ensure website images images load quickly and display well on mobile devices, as 62% of traffic comes from smartphones (per 2024 web design stats). High-quality, optimized visuals enhance user experience and SEO.
Conclusion: Ditching the Cliché for Credibility
The “couple holding hands on a beach” image may have once been a go-to for financial advisor websites, but its overuse has rendered it a liability. Investors are savvy enough to recognize canned content, and generic stock photos erode trust, dilute brand identity, and fail to resonate with diverse audiences. As Debbie Freeman at Paladin notes, “Authenticity in imagery is no longer optional—it’s a requirement for building trust in a digital-first world.”
By embracing authentic, relevant, and localized imagery—such as office photos, local landmarks, or custom visuals—financial advisors can create genuine and compelling websites. These choices enhance credibility and align with modern digital marketing trends for financial advisors, from SEO to social media engagement. In a competitive industry, the most effective graphics tell a real story, not a recycled one. For financial advisors, it’s time to step off the beach and into a more authentic future.