Last week, we looked at five golden rules for writing exceptional content on your bank website. Strong headlines, an inverted pyramid structure, brevity, and everyday language will distinguish your website apart from other financial institutions.
This week, we’ll look at five more rules for improving your web content to enhance the customer’s experience and journey on your bank website.
- Write in an active and descriptive voice.
- Create content from customer recommendations.
- Add visual elements.
- Make content scannable.
- End with a call to action.
Writing in an active rather than a passive voice is more concise and clear because the subject of the sentence performs the action. For instance, in the passive sentence “A loan application can be submitted on our website,” the person applying is unclear. Compare that to the active sentence “You can apply for a loan on our website,” which is more direct and descriptive. Limit passive voice to convey an authoritative tone, emphasize the action, or avoid naming the subject.
According to Nielsen, the leading provider of consumer insights, 92% of consumers trust recommendations by friends and family over other forms of advertising. You can incorporate recommendations in the form of testimonials, reviews, or case studies. Even a negative review can be beneficial when you demonstrate how you resolved the issue.
Don’t forget that content also includes images and videos. Visual elements can make the page easier to read by breaking up large blocks of text. Graphics are a terrific way of explaining complex topics, too. Furthermore, visuals provide an alternative method of communicating with customers who might have a disability, making your bank website accessible and compliant with Americans with Disabilities Act (ADA) guidelines.
Other ways to make written content readable are through organization and emphasis. For easier comprehension, split large blocks of content into sections with headings and subheadings. Also, limit paragraphs to only three or four lines for mobile optimization. Instead of writing complete sentences, you can utilize bullet points to list benefits or steps. Highlighting important words or phrases with bold or italics is effective; however, avoid using color for emphasis to be ADA compliant.
The ultimate goal of your bank website is conversion. After you provide the solution to the customer’s problem or question, include a call to action that directs them through the sales funnel. Depending on where the customer is in their journey, the call to action could be signing up for a newsletter, visiting another page, referring a friend or family member, or completing an application.
Your bank website content should represent your brand as well as your mission, vision, and values. Following the 10 golden rules we’ve shared with you these past two weeks will help you accomplish your content marketing strategy. If you’re looking for an experienced partner to design or host your bank or credit union website, contact us to learn more.