There is no question about it: Every business needs a website, no matter what business you are in. At the same time, a website with a couple of pieces of information is no longer enough. Your website must have first-rate content, appropriate formatting and be easy for users to navigate. The three tips below are absolute requirements for your financial services website.
If you’re in the financial services business, your website has to be easy to use and highlight appropriate and important information. Otherwise, your potential customers will simply navigate away to the competition. A great user experience on a website means a few things: It should be easy to navigate from one important piece of information to another. The wording should be kept simple, and the most important information should be easy to find and highlighted appropriately, like links to customer-service live chats or contact information. According to UX Planet, above all, make sure your website doesn’t make people work to navigate it. No one has the patience for that anymore.
Having a mobile-friendly website is not optional. According to MX, today 86% of Millennials use smartphones, and both they and Gen Z prefer to utilize financial services online. Many customers from other generations feel the same way. To that end, make sure the formatting for your website is mobile-friendly and your customers’ user experience is still an easy one. Test all of the pages on your website for their mobile experience. The last thing you want is for someone to start to use your website only to have a problem at a critical page and move away.
Financial services are all about trust. Once you have the formatting and usability taken care of, make sure that the content you create positions you as a knowledgeable, trustworthy expert who is great with money and who can be trusted to help clients make more money and plan for their future. You will have to find the balance keeping customers engaged and using facts, figures and statistics to show just how good at your job you are. Consider adding a blog to your website that offers useful financial tips to customers and provides background information on your company and its members. Not sure where to start? Here’s a list of blog post prompts to get you going in the right direction.
A great website is a requirement in any business, and this certainly applies to financial services companies. Use these tips above, and they will get you started building a great website that will help you find new customers and keep your existing ones happy.