Written by Guest Writer: Lindsey Patterson
When you’re in the finance industry, you’re in the business of building trust with clients. As an entity being placed in charge of someone’s finances, every little bit of rapport you can build will make your business relationships just a little easier. That’s why having a financial website where you can store information and advice for clients is a great idea. Here are a few tips for creating a website that makes your clients feel glad they trusted you with their money.
While a trendy website with lots of engaging details and state-of-the-art design can be an excellent feature, the most important thing for your website to have is accessibility. It’s likely that your business has clients of all ages and backgrounds, who all have varying levels of technical ability. A website that is too confusing for an elderly person to navigate, for instance, won’t be of much help to a large portion of your clients.
All it takes is momentary frustration for someone to give up on a website, so ensure that all a client will need are a few clicks to take them where they want to go. Try looking at websites like GoodLeap for examples of websites that manage to pull off the combination of design and accessibility.
When it comes to money, people want to understand exactly what’s going on. Including statistics and other financial information on the website is a great idea, but only if it’s understandable from a layman’s position. Having good, clear visuals is a great way to communicate the purpose of the information you’re providing, without muddying the water with extra details.
Your goal should be to educate your readers about the financial world and help them understand what it is you’re doing for them. Assume every reader comes from a place of total ignorance about the subject, and assume they don’t have time to read lengthy paragraphs or make conclusions based on a graph. Find ways to get your information across in a way that makes the topic clearer, not more confusing. And ensure that any visuals you settle on match your unique branding, rather than looking like low-effort stock images.
One of the best ways to make your financial website stand out, and engage your readers more actively, is by producing a few well-designed and informative videos. Make it possible to share your videos via links or social media, and you’ve just unlocked a great way to drive traffic to your website.
This is also a great way to condense any information that would otherwise require paragraphs of reading. Through this medium, you can use camera angles, music sounds effects, and lighting to convey messages and evoke particular feelings in your audience. You could even create a more personable relationship with your audience by including footage from your office or events run by your company.
Divert to Social Media
Aside from using the website to provide information to clients, it should also be a way to divert attention to your social media platforms. The reverse is also true: you should be using your social media to drive traffic to your website. Any new posts on your website can be linked on whatever platforms you use, and sharing should be encouraged.
Regular engagement is essential for your website to continue generating interest, so even if you’re reposting old content, you should stick to a regular posting schedule. Ensure that your hyperlinks to social media and any other relevant resources (i.e. podcasts or blogs) are front and center on your website and can be easily found from any page.
Creating a good website for your financial business can be a gateway to better client relationships, as well as more overall interest in your business. Investing in a clean design that informs and encourages engagement will pay off tenfold in the long run.