Let’s face it. Most financial institutions all look and sound alike, offering similar services from banking and insurance to wealth management. These similarities present a unique challenge for organizations to differentiate their financial website within a saturated industry. Fortunately, there are ways that you can enhance your online presence through a custom website design that delivers a valuable user experience. When planning the next phase for your financial institution’s website, consider these 8 ways to improve your financial website.
1. Online Applications & Forms
Financial institutions are increasingly integrating online applications and forms onto their websites. While this is essential to compete with other organizations, there is great value to offering such features, such as enhancing your website’s overall user experience (UX). Online applications allow users to apply for an account or a loan anytime and anywhere, making it convenient and increasing your conversion rate. When users aren’t ready to take action, but are interested in more information, forms provide a simple and secure way to inquire about services.
Check out how FormFree increased new lender signups by +100% after launching a new website.
2. Utilize Landing Pages
There are opportunities to enhance the effectiveness of your marketing efforts by creating a customizable landing page layout. These unique web templates eliminate unnecessary elements on a page to keep your visitor focused on the desired call to action – increasing leads and conversions. Landing pages are best used for timely campaigns, and serve as the destination for all promotions. Add custom tracking to your landing pages to track performance and understand which tactics result in conversions.
3. Rates Management Tool
Your rates are one of the most important parts of your website. Because rates change frequently, it can be tricky to keep track of where they need to be updated. A rates management tool within your content management system allows you to centrally change a rate once, so it will update in each place it is referenced on the website. This not only ensures that visitors have accurate information, but it also makes it easier to manage a website and stay compliant.
4. Testimonials & Success Stories
Any organization can claim how great their products and services are, but showcasing a testimonial from an existing member or customer gives validity to statements and can help generate brand trust. Add testimonials, or success stories to your website to add depth to the overall user experience. While these can be incorporated onto any page, they are more powerful if featured on specific pages that drive conversions (think landing pages).
5. Financial Calculators
Incorporating calculators into your website can improve the overall website experience for existing and potential consumers. When buying a home, getting a new car or even choosing a savings solution, there are many factors to be considered and compared, and calculators are a useful tool that allows users to make a more informed financial decision. If your calculator pages contain content laden with commonly searched-for phrases, these pages can also drive valuable inbound traffic to your website from search engines (SEO). Most financial calculators can be embedded directly into your website design, and can be customized to your match your brand.
6. Branded Blog
Delivering fresh content to your website visitors and search engines is a perfect tool for financial websites. Blogs can feature a variety of information, from financial educational content and industry news. Keep your visitors up-to-date with helpful tips and guides, creating an opportunity to start building credibility and trust with your users. Most importantly, blogs offer the opportunity to boost your search engine rankings (SEO). Just remember, Google demands that content about money needs to be of the highest quality.
Check out how Salem Co-Operative Bank offers resourceful articles to their users.
7. Social Media Integration
If your institution is active on social media, incorporating your activity into your website design can enhance the overall user experience. Financial institutions often run interactive contests, offer special promotions, and share financial tips to engage with their audience on social media and earn trust. Displaying this content your site is a great way to encourage interaction with your website and organization as a whole.
8. Showcase Community Involvement
Many financial organizations are very active in their communities, but don’t showcase their involvement digitally. Highlighting community efforts via your website can help connect with your audience; conveying a positive, highly relatable image of your organization. If you’re working with partners, it can also be a great way to build meaningful relationships in the community and with clients.
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