Insights

Whether you’re a bank, wealth management firm or loan management company, your financial institution’s website needs these six key features to create a well-rounded experience for your customers and maintain compliance within your industry.

Not only do these features improve user experience on the site but they also enhance your organization in the eyes of your customers. Certain characteristics of financial organizations like professionalism, credibility, trustworthiness and security are essential to attracting and retaining customers.

If your organization’s website does not reflect these values, you can lose your customer’s trust and ultimately, their business.

Your website is an extension of your physical location, so make it as secure and appealing as the one they walk into.

Here are the six features your financial website should have.

Strong user experience

Your website should be optimized with the user in mind. A strong user experience helps users navigate through your website with ease so they can find the information they’re looking for as quickly as possible.

Here are just a few ways a financial institution can create a beneficial user experience for the visitors on their site:

• Streamlined menus
• Clearly labeled pages
• Consistent branding and messaging
• Concise and understandable content
• Internal linking

Mobile responsiveness

Today, it is an absolute necessity to be able to access your financial information on the go. That’s why it is important for a financial organization to prioritize responsive formatting on desktops, tablets and mobile devices.

If your organization’s website doesn’t display properly when pulled up on a smaller device, you risk having a disconnect with your user and losing out on the interaction altogether.

Robust security measures

Fear is a powerful emotion which can directly influence customer behavior, especially when it comes to their finances. Ensuring your website’s security measures are up to date is a must for mitigating risk to customer finances and other sensitive information.

If your financial organization’s site lacks security features like SSL Certificates, Two-factor authentication or even basic security questions then your customer’s data could be accessible to malicious hackers.

It’s important to adhere to the latest compliance regulations in order to satisfy your clients as well as the organizations that regulate online banking.

Online banking services

The ability to transfer or deposit money, check balances or account history and make payments through online banking services is a large consideration factor when customers choose a new financial organization.

Offering banking services online is a convenient way for your customers to manage their finances at any time, day or night, and is a necessary feature for your organization to provide.

Support resources

A financial organization’s website should also provide a resource section that allows customers to learn more about common topics or news in the industry, find answers to the questions they have or get in contact with a representative.

This can look different for every organization and some can have multiple support resources, like:

• FAQs
• Blogs
• Reports
• Chat feature
• Contact information
• Events/community calendar

Interactive tools

Interactive tools such as interest calculators, loan calculators, budgeting tools and investment calculators allow customers to get a feel for how a large financial decision may affect their finances.

It’s important for financial organizations to provide interactive tools because it gives customers some of the ‘power’ – they can learn how the tool works and feel confident in their ability to make informed decisions.

Your customer’s finances are in safe hands with a website built from Webfitters. We’ll help your financial organization create a safe, user-friendly site that prioritizes the features that truly matter.

Contact us today to learn more.