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The Best Web Design Strategies for the Financial Industry

With everyone from small local businesses to big global names embracing the internet, it’s no wonder that the financial services sector is one of the most digitally-aware industries around. In fact, many financial services companies have taken their websites from being a simple brochure with contact information and a list of services to dynamic online destinations complete with videos, images, and other interactive elements. However, that doesn’t mean there isn’t room for improvement. While the financial services industry has made great strides in its digital presence, most sites — especially smaller and medium-sized ones — could still use some work. The good news is that it’s never been easier or cheaper to develop websites with professional-quality designs and original concepts. Here are some strategies to help your website stand out among competitors:

Know your audience

If you want your site to be effective, you have to know who you’re trying to reach and what they’re trying to accomplish. Knowing your target audience will help you when it comes to visual branding, content creation, and even determining the technology that you’ll use for your site. Companies like American Express and Amazon have built their brands around serving specific demographics, so understanding who you’re trying to reach and which types of people they are will help you create an experience tailored to their needs and expectations. That, in turn, can help you increase conversions, boost engagement, and drive traffic to your site.

Responsive design is a must

With more and more people accessing the internet through mobile devices, it’s critical that your site be responsive. In other words, your site should be designed to respond to the user’s device and provide an optimal viewing experience. Responsive websites retain the look and feel of the original designs while adjusting the layout and content to fit any screen — whether it’s a small smartphone, a laptop, a tablet, or a large-screen computer monitor. Responsive design is also compatible with any device, including desktop computers, laptops, tablets, smartphones, and even e-readers. This makes responsive sites accessible to everyone, regardless of their device, operating system, or location. With responsive design, you don’t have to create a separate website for different devices or even redesign the site for the sake of aesthetics. Your site will be optimized for all devices, regardless of what type of computer, tablet, or smartphone the user is using. That means you can create one site that works for everyone. And since responsive design uses the same content for every device, it helps you reduce costs, too. For instance, instead of having to create and maintain multiple websites, you just have to create and maintain one.

Make navigation a priority

Navigation isn’t just a nice-to-have element of your site — it’s an essential part of the user experience. How you organize your content, the types of links you include, and their placement on the page can have a significant impact on how long people stay on your site and how many of them return. For instance, you can use navigation to help users find what they’re looking for quickly without overwhelming them with too many options. You can also use it to highlight your most important pages, promote your latest content, and direct visitors to the information they need most. Navigation doesn’t just appear on the front page of your site, either. It should also be present on any landing pages and other pages you want people to visit again and again.

Don’t be afraid of color

While many industries are trending toward minimalist design, financial services companies are actually one of the few areas where color and design are becoming more vibrant and colorful. With investors and customers seeking out positive experiences on their computers, it can be helpful to implement design elements that can lift spirits. In fact, a vibrant website can help you convey your brand and gain a competitive advantage in a sea of plain, drab sites. You can also use color to help visitors navigate your site more easily. For example, you can use red for links to important pages, such as your contact information, or blue for links to internal pages, such as the pages on your services. Using color in this way can help visitors find the information they need without having to read through long paragraphs of text or search for links.

Incorporate video and animation

While some industries are still debating the merits of adding video and animation to their sites, the financial services industry is already embracing these elements. In fact, according to Hubspot, 80% of people watch videos on their websites, and nearly 70% of them expect these videos to be shorter than 10 minutes. That’s why video is such a powerful tool. It can help you explain complex processes, drive home important points, and provide an inside look at your company culture. You can also use animation and other types of visual content to break up long lists of written content and make your site more visually appealing. These visual elements can also help you bring a smile to your visitors’ faces, giving them a reason to stick around and return to your site.

Bottom line

The best thing about the financial services industry is that there’s no one way to do things. There are no creative rules: anything goes, and the best website will win. So, if you’re designing your site, take a look around at what your competitors are doing, but don’t just follow the trends. Instead, try to think outside the box, come up with new ideas, and create a design that truly stands out. Ultimately, the best financial services websites are those that engage visitors and keep them coming back for more. At Brokerwebs we can help you put all of the above together to help you increase your retention and lead generation. Drop us a line to talk!


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