Essential Elements of Website Design for Financial Services CompaniesOrhun Karadag
Memorable and professional websites are great tools for financial services companies and financial advisors to build trust with clients and increase revenue. While design for finance companies needs to be professional and engaging, being original holds importance too.
Here are the 6 factors for standing out from the crowd of identical financial websites and gaining trust.
Essential Elements of Financial Website Design
1) Mobile-Friendly Website
The number of people accessing the internet from smart devices is already high and increasing day by day. In this case, it has become imperative for financial companies to have mobile-friendly websites for keeping up with user needs and the competition.
The importance of mobile compatibility can be explained with 3 main factors.
- User Experience: Using a non-mobile compatible website on smart devices is simply annoying. Mobile-friendly sites adjust according to the size of the screen, resulting in a more professional and impressive appearance. Visitors find everything they are looking for easily and spend more productive time on your site. Which results in better conversion rates.
- Accessibility: Ensuring the mobile compatibility of your website will allow users to access it whenever and wherever they want.
- Search Engine Optimization: Mobile-friendly websites rank better on search engine results. It is used as an important ranking factor.
2) Visible Call-to-Action (CTA)
CTAs are messages that are used to encourage the user to take a specific action. Using relevant and simple CTAs is one of the keys to gaining more clients for financial services websites.
Efficient CTAs lead your visitors through the sales funnel and increase your conversion rates. CTAs should be placed visibly and strategically in various pages of your website. The color and design of the CTA elements should draw direct attention.
3) Simple Navigation
If your potential customers can’t find information quickly and easily, they may just leave. Even worse, they may visit a competitor’s site. Having a simple and descriptive navigation help users find the relevant page they are looking for.
An optimized navigation structure can be beneficial for your website’s SEO as well. Website navigation is considered by search engines while discovering and indexing pages. Links make it easier for search engines to find out what are the content and context about.
4) Website Speed
One of the biggest factors for building trust is to make sure your website speed is high. The low speed causes the visitors to close the page and look for other options. Faster websites provide a better experience for visitors. Happy users bring more leads, conversions and sales.
The website speed is among the ranking factors of Google. A fast website gains a competitive advantage. On the other hand, if the website works slowly, it becomes disadvantageous against the competitors.
5) Catchy Photos, Illustrations and Videos
Many financial websites just use stock images. Consider using engaging photos, illustrations and videos that connect with the target audience. Besides, it will look more professional and help you stand out. You can use customer personas to decide the context for the multimedia elements. Explaining the types of services you provide or the benefits with infographics can also be appealing.
6) Website Security
Website security is important for any business website. Yet it would be fair to say that financial services websites are among the areas where security is most critical.
Using relevant CMS security software, strong passwords and SSL certificates are some of the measures that can be taken to keeping your website and user data safe.