How many times have you visited a bank/credit union website and leave the site without a clear sense of what about that financial institution is different from all other financial institutions? It’s a common problem that we see way too often. Take a look at your website. Is your brand infused into the design, copy, and functionality of your website?
Here are a few ways to optimize your website:
DESIGN – The website content should be easily navigated by customers in a user-friendly interface. As a general rule of thumb, customers should be able to find what they are looking for within 3 clicks. Also, the design and images/photography on your website should also convey your brand.
COPY – It is now recommended that your content be refreshed every 3 days in order to optimize search capabilities. However, this doesn’t mean to overload your website with content – keep content fresh and relevant, but not cluttered. Remember, not only does your copy need to easily read by human beings, but it also needs to be easily read by search engines too!
FUNCTIONALITY – Adding functionality will help to transition your website to become a value-added resource instead of a static website. The functionality allows for your users to interact with your brand. Each value-added resource should support your brand. Consider adding operational functionalities such as online account opening and online chat, but also consider including value-added functionality, such as customer updates, email newsletters and financial resources.
Users only have a 6-second attention span before they click elsewhere. Make sure you are clearly defining what is uniquely different about your organization in order to win them over!
Best,
Jamie
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