Website Best Practices and Tips for Credit Unions and Banks
Financial institutions face truly unique challenges when it comes to their website. As visitors become more accustom to the usability of sites such as Amazon.com and Ebay.com they are expecting more from your virtual branch. Below are a few suggestions for optimizing your website experience for your visitors.
Leverage Your People.
Facilitate real human interactions and expand your base of trust by using real names and photos of your staff when possible on the website.
A Login on Every Page. Visitors primarily come to your site to complete a transaction. Make it easy for them to access their accounts, complete their transaction, and move on.
Use Plain English. Try to avoid branding features such as your online or mobile banking. Call it what it is and you will see more people using the features and less calls to your call center.
Include a Search Engine. Make sure that there are at least 3 different ways to get to your most important content such as contact info, locations and ATM’s. Search should be one of those ways.
Consider Life Stages. Not everyone is ready to buy a home or save for their child’s education. Targeting your content to the individual increases the relevance of your message.
Put Your Contact Info on Every Page. A simple step your visitors will appreciate.
Stress Benefits. Ensure that your copy always shows visitors exactly how you benefit them.
Tell Visitors Why They Should Perform a Task. If your site is full of passive suggestions, toughen it up. If given a good reason, people will follow your requests.
Consider Your Visitors Needs. Not everyone can read that 10pt font you like. Consider implementing text sizing features so visitors can personalize their experience.
Offer Social Proof. Seek out testimonials and case studies to show just how effective your services are.
Stay Consistent. Check your copy for consistency, or else your site may be seen as unstable or flighty.
Never Ask For More Information Than You Need. If you’re currently asking for excessive information on your applications and forms, consider rethinking your strategy. The more data you ask for, the less response you’ll see.
Reduce Choices. Avoid overwhelming your visitors with lots of different options. Simplify your navigation, promotions, and offers.
Answer the Top FAQs on your Home Page. What are your rates? What’s your phone number? Where are your ATM’s? What’s my balance? Any deals I should know about?
What best practices have you put in place?
