5 Client Engagement Tips for your Financial Website Design
At the core of a great financial website will be the aims of attracting more website visitors and excellent user engagement.
Many financial websites fall short of this mark because of issues such as difficulty of use, dull user experience and a lack of focus on user needs. When designing a financial website, these are issues that should be considered in the first stages of design. If they are not it can have a large impact on your brand image and deter potential clients from signing up to your financial service.
To help you to increase user engagement and boost sign-ups here are five simple tips to use in your financial website design.
Compelling Calls to Action (CTA)
Many financial websites use calls to action, but many are stuck between using too many CTAs or too little. Websites that have too many CTAs create clutter and confusion for a user. On the other hand, websites that use too little see stagnation in user engagement.
As well as creating a tactical balance of CTAs they also need to be visually compelling. CTAs should include inviting text and colours and styles that help them to stand out from the rest of your page content. This will draw your users to a certain action, such as filling out a contact form or scheduling a chat.
When it comes to CTAs it is always important to remember that even the slightest alterations can have a big impact on user engagement. Remember to test different variations of CTAs to work out what brings the best results.
By using low-quality stock images in your financial website design you run the risk creating a negative impression of your brand to users. Many stock images in the financial sector have been recycled hundreds of times and users will see them cropping up on different websites. This hardly speaks volumes about the individual merits of your brand and the unique offer you have for your clients.
By incorporating real, high-quality images you create a heightened sense of trust for your prospects. By including photos of your own team in their working environment you create a more transparent view of your organisation. Trust speaks volumes in a highly sensitive sector such as financial services and will help to increase your conversion rates significantly.
When it comes to website presentation, cluttered and business are very off-putting for a user. To make sure your financial website design doesn’t put off users with clutter you should make the most of whitespace.
By using white space effectively, you can give your users a calmer and more clear experience of using your website, which also allows you to draw more attention to the key sections of your website that you wish to highlight.
Most of your website visitors will not have the time or the patience to trawl through lots of text. This may because they need quick access to a certain piece of information while they are on-the-go, or they may just be scanning your website after a recommendation.
For visitors who need to digest information quickly, bullet points are extremely valuable. When using bullet point, you don’t have to stick to the traditional model of “the dot”. You can incorporate graphic images that are relevant to your brand (such as currency symbols) which can break up the text and promote engagement with your brand.
Returning to the point of user patience, nothing is more frustrating for a user who needs quick access to information than a slow website. Slow loading times will affect user engagement massively, and if your financial website takes a while to load your users will be put off from engaging with your site.
If your website has a slow transition between web pages it can affect the overall growth of your corporation as it will deter valuable traffic and potential clients from signing up with your financial organisation.
If you are unsure of how your financial website pages are performing, you can check using the Google PageSpeed tools.
For more information on web design for financial organisations please see our financial organisations web design page.