Your website should put its best foot forward in terms of delivering useful information and access to the right people in the right way. Sometimes we get wrapped up in the business of running our business and forget to take a step back and remember what really matters to prospects and customers. For banks, credit unions and mortgage companies there are four core elements you site should incorporate to set you up for online success:
- The ability to do business with you online: We’ve talked a lot about the importance of mobile compatibility in our blogs, and it’s worth mentioning again here. Allowing access and discoverability while people are on their phones is an absolute must. Online banking and access to existing account is a mainstay anymore. Beyond those two things, you should consider enabling people to open an account online, or apply for a loan. There are ways to do that compliantly that will enable you to earn more business through your website.
- Money management tools: Money management and budgeting tools are becoming more and more popular. Services like Mint, Personal Capital and YNAB are fixtures in this space. How are you helping your customers manage their money? What calculators and budget tools do you offer on your site, or in your online banking interface? Incorporating these services and features opens your site up for additional search traffic, customer retention, cross-selling and cross-promoting and a greater share of wallet.
- Location, location, location: It matters and your website should maximize its opportunity to appear in search engine results when people are looking for services locally. This means geo optimizing sections and pages on your site, incorporating maps onto locations pages and striving for data consistency. The data piece takes work on your site, plus claiming your local directory listings. Do you own your location on Google, Bing, Yelp, etc? If so, you are on your way. If not, claim your locations today.
- Personal security concerns: People are very protective of their personal information and are aware of online security issues. Your website is the representation of your brand and FI. Website visitors must feel safe and have confidence in who you are. If your website does not look modern and reputable, people will be less likely to interact with your site and your company. Your site needs to look and be secure. You need to present a site you would like to do business with.
With these four core elements on your website, you are well on your way to supporting your institution. If you are missing any of them, there is a great opportunity to add them to get more out of your website.