Put a Critical Eye to Your Website

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

Website: Online Brochure or Resource?

As online, email, and social media are becoming increasingly popular by the second, more people that ever are being directed to your website.  What impression does your website portray of your financial institution?  Are you managing your visitors' online experience?  It’s time to take a second look at your website in the eyes of your visitors.

Here are a few questions to determine if you are effectively communicating to your visitors and making your website a resource to them.

10 Website Audit Questions:

1.    What is the immediate impression perceived from reading the home page?

2.    Does the visitor determine which product(s) best suits them or are they directed to the best-suited product(s) for them?

3.    Are product features communicated as relevant consumer benefits or described in financial lingo and acronyms?

4.    Is relevant timely information on financial topics available?

5.    Is up-to-date information about the financial institution available?

6.    Are easy-to-use financial tools readily available? (i.e. Budget Planning Tool, Home Affordability Tool, Home Inspection Checklist, Financial Calculators, etc.)

7.    Do the financial tools have a "next step" that directs them to an employee?

8.    Are the appropriate features in place to contact an employee by email, phone, or online submission form?

9.    Why would you revisit this website?

10. What is the final impression after leaving the website?

Creating an online experience instead of an online brochure can ultimately exceed consumer expectations, encourage interaction, and increase return visits to your website. In the virtual world we only have a few seconds to make an impression – let’s make it a great one and WOW our website visitors!

Good Luck! 

Jamie