Ever wondered why some financial services websites captivate your attention while others just don’t seem to click? It’s often down to the web design. But what makes a financial website stand out?
The Importance of Web Design in Financial Services
First Impressions Count
Think of a website as the digital shopfront of a business. How would you react to a bank with a dishevelled exterior? That’s right, you’d probably think twice before entrusting your money there. Similarly, a poorly designed website can make potential clients sceptical about the credibility of the financial service provider.
Enhancing User Experience
Ease of use isn’t just a bonus; it’s a necessity. With an industry as intricate as finance, users crave simplicity and clarity. An intuitive website design aids potential clients in finding the information they need swiftly, without the unnecessary hustle and bustle.
Key Elements of Financial Services Web Design
Trust Symbols and Certifications
Would you hand over your money to someone in an alley, or would you prefer a certified financial institution? Similarly, showcasing certifications, partnerships, and trust symbols can enhance your website’s reliability. Whether these are logos from a panel of insurers that you work with, or a certification that your business has achieved, they play a vital role in earning the trust of the user.
Ever felt like you were in a maze when trying to find information online? A structured navigation system ensures users can find what they’re looking for, without the headache.
Relevant, Compliant Content
Why do most of us prefer conversing with humans over robots? Because we crave personal connections and relevant information. Websites should offer content tailored to the user’s needs, utilising a tone that feels personalised and engaging. Having financial advisors or brokers contributing content to the site can can add a really personal, trusting feel to the site.
In what is one of the most heavily regulated industries out there, ensuring your content is compliant is a must. Consider your internal process for compliance checking your site, and checking any time new content is added.
In the competitive financial sector, having a polished website isn’t the end game. It’s about making sure it’s seen. SEO, often referred to as Search Engine Optimisation, is that guiding star. It ensures that when folks search for financial services, your website doesn’t get marooned in the vast digital expanse. Through content optimisation, relevant keyword inclusion, and a keen focus on mobile-responsive design, financial institutions elevate their online visibility.
Climbing up the search engine ranks not only amplifies organic traffic but also strengthens trustworthiness. After all, a spot on the search engine’s prime real estate – its first page – is a testament to a financial institution’s digital acumen in a fiercely competitive market. Read our 15 point guide to SEO writing to improve your skills.
Trending Designs in the Financial Sector
Less is more, they say. And in the financial sector, this statement rings especially true. With information overload being a genuine concern, minimalistic designs offer clarity and focus. Now is not the time for maximalism (unless you’re Lings Cars…).
Conversion Rate Optimisation
Due to the large sales values generally attached to financial services products, it’s a hugely competitive industry. Ensuring that you can convert a user that visits your site is of upmost importance. This can be achieve by conversion rate optimisation – work aimed at increasing the percentage of users that take a desired action on your site (generally a contact/quote form on an FS site). The key is to offer the user a clear and frictionless way to take the next step. These could be:
- A clear and prominent contact form
- An obvious phone number, showing opening hours
- A call-back form, allowing the user to select a time to receive a call from you.
- A live chat, where the user can have an instant conversation with an operator from your business
Numbers, numbers everywhere, but not a chart in sight? Financial data can be overwhelming. But through infographics and visual data representation, complex data transforms into digestible pieces of information. Educating the user can often be the key to getting that conversion or sale. If they feel they have the knowledge and understanding of the product, they are more likely to pull the trigger – especially if that knowledge has been provided by you.
Web Security: A Must for Financial Services Websites
Would you send a secret message via a postcard? Probably not. An SSL certificate ensures that the information exchanged between the user and the website remains confidential.
Remember the old house in your road that’s falling apart because no one cares for it? Websites can deteriorate similarly. Regular updates ensure smooth functionality and enhanced security.
Just like how we need to learn new things to keep up with the world, websites need to stay updated to remain relevant. Ensuring your content is up to date is vital. This can also help stay compliant in what is a heavily regulated industry.
Ever patched up a hole in your favourite pair of jeans? Websites sometimes develop vulnerabilities that need ‘patching’ to prevent cyber-attacks. This can generally be avoided by ensuring your site and any third party plugins it uses are kept up to date.
Cost Factors in Financial Services Web Design
Bespoke suits cost more than off-the-rack ones. Similarly, the more customised a website is, the higher the design costs. Any extra functionality, such as integrating with your sales CRM can also add additional cost.
Like cars, websites need regular maintenance to ensure optimal performance. This includes updates, security patches, and addressing any technical glitches. Often it can cost more in the long run if you don’t keep your site maintained. Read more about the hidden costs of an outdated website.
Web design in financial services is a delicate balance between aesthetics, functionality, and security. By understanding the essentials, financial services businesses can create a website that’s not only captivating but also secure and user-friendly. Focussing on generating quality, insightful content and offering the user clear ways to proceed will help gain an advantage over your competitors. After all, in the digital age, your website is often the first touchpoint for potential clients.
One of the reasons I started JustClickGo was to help design and build websites that not only look great, but also convert users into sales. Book an intro call with us today to find out how we can help you.
JustClick Go are a Guildford, Surrey based web design agency offering a quick and easy way to get a bespoke, SEO optimised website.