Financial institutions offer such similar products and services that the only differences may be features such as interest rates, fees, and minimum balances. Your bank or credit union website plays a critical role in comparison shopping. According to the Ecommerce Foundation, 88% of consumers research online before making a purchase.
With comparable products and services, banks and credit unions can fall into the trap of having cookie-cutter websites. How can you stand out from the competition, especially online?
In this three-part series, we’ll discuss how you can enhance your web content to produce a unique customer experience. This week’s focus is on the visual and written content on and linked to your bank website.
Charts and tables play a dual role in the enrichment of your web content and customer experience. For one, you can use them to break up large blocks of text, making the page easier to read. Most importantly, they summarize information from the text in an easily comprehensible format.
For example, a table can display the differences between similar accounts so the customer can compare them side by side. A chart might demonstrate how your customer can pay off a loan or mortgage by paying the minimum amount versus adding a little extra. By presenting complex information visually on your bank website, you remove some of the guesswork for your customer.
Supplementing your bank website with landing pages can maximize its effectiveness and drive conversions. Keyword searches may often lead a customer to a landing page marketing a specific product or service rather than to your main website.
The landing page should immediately provide a solution or answer to the customer’s problem. By adding a strong call to action, you can guide the customer directly through your sales funnel, resulting in a conversion. Without a landing page, you’ll have to rely solely on the customer’s ability to navigate through your bank website for the information he needs.
Your entire online presence is an extension of your bank website. This includes your social media pages, such as Facebook, LinkedIn, and Instagram, as well as your blog.
Social media allows you to create fresh content without having to update your website constantly. A branded blog can deliver news and announcements about your financial institution for existing customers. For people performing an online search, your blog might be an educational resource that can establish you as the industry expert.
Although the organization and hierarchy of your bank website might be similar to your competition, your graphics and words set you apart. Be sure to check out our blog next week when we explore online tools that are a must-have on your bank website.