A guide to web design for companies in the financial services sector

A finance website represents your company in the internet world and is the foremost platform to reach potential clients. Learning some tips for effective web design can help you grab the attention of the audience right away. That’s why we prepared this guide and invite you to read on for more insights.

An overview of web design for the financial industry

Web design involves many aspects that affect accessibility and initial impression. It encompasses everything from the visual elements like colors, fonts, and images to the user experience (UX), which is how easily and intuitively people can navigate your website. Considering that financial services to many may seem complex, an ideal design should address all these concerns to get the best outcome.

The ultimate purpose of a finance website is to persuade the audience to choose your services. Whether someone accesses the platform from a search engine or clicks a link on your site, you benefit from such actions. It means there are prospects to produce a high conversion rate and turn visitors into potential customers. Overall, a well-rounded design plays an essential part in making this scenario come true, and even changing small details on your site can improve the online presence of your company.

The role of website design for your project

Imagine a powerful push propelling your financial project forward, attracting new clients, building trust, and driving success. That, in essence, is the impact of a well-crafted website design on your venture. Plus, there are many more benefits that an effective layout can offer, and in the sections below, we’ll unpack some of them.

Enhancing user experience (UX)

Firstly, accessing information must be a straightforward process. When visitors land on your site, it should be clear for them where to click, which button to tap, or which informational block to scroll to. To achieve this, try to tweak the UX side and include appealing visuals, graphics, and easy-to-navigate features.

By adding a sitemap and a search bar menu, you let users know where they are on the site and allow them to locate relevant financial tools, products, or services conveniently. This enhanced user experience often makes your service the preferred choice over competitors.

Improving brand perception

Your financial website is a vital part of your identity, and you should clearly reflect it. It’s crucial to ensure that the company name, logo, and color are visible, memorable, and in line with the industry you work in. Additionally, stay consistent across all social platforms where you have an account, including post layouts, banners, icons, and many more. As visitors access your website, they should be able to know who you are and what kind of financial services you have to offer. And, when they come across the logo later, they will recognize you immediately.

While an improved brand perception can lead to higher conversion rates, it’s important to note that it’s a mix with other factors, not a single-handedly determining cause.

In turn, with a clean, modern, and easy to use website, you invite users to click, scroll and tap. Information is clear, tracking features are intuitive, and the whole experience feels trustworthy and efficient. That’s what good logistics web design can do. It builds trust, attracts new business, and keeps existing customers happy (because, let’s face it, nobody enjoys struggling with a website to track their precious package).

Boosting engagement

To boost engagement, you can invest in copywriting. With the help of a writer well-versed in the financial sector, it’s easier to keep users hooked with catchy texts and maintain consistent language throughout the site. High-quality media are also a part of your website improvement. Feel free to add them, but don’t overdo it, as too many visuals can have a negative impact on the user experience.

And don’t forget to place a call-for-action button on your finance website. After reading the content, your potential customers may want to sign up and start using your services or get in touch with you for more information. That’s where a simple “Get started” or “Contact Us” would do the job.

Maximizing conversion rates

All of the above objectives contribute to improving conversion rates, but there are many more strategies you can use. We’re talking about analyzing and using relevant keywords specific to the financial industry. This approach will help you understand what queries people most often use to search for such services and adapt to them.

Online marketing also gives you great opportunities to shine. You can create affiliate programs, contact influencers for advertising, consider the PPC strategy or improve your website with the help of SEO tricks. But don’t limit yourself to this list because there are diverse methods that can help improve your position and generate conversions.

Increasing search engine visibility

Adding to the previous tip, try UX research to identify pain points and build a better product. There are a variety of methods you can use to do this, and they are all aimed at understanding the needs of your audience. To optimize your content and growth rate among others, work hard on meta tags and descriptions. Although it may not seem like a big deal at first glance, they can greatly increase clicks to your website.

Also, you must comply with EAT factors, especially when offering financial services. These are expertise, authority, and trustworthiness, three criteria that Google uses to measure the credibility of a website and its subsequent ranking. Failure to do so could result in a significant drop in your rating. If you are interested in more ways to improve search engine visibility, read our dedicated article about local SEO.

Boosting your site’s visibility isn’t just about the big moves. Sometimes, it’s the small tweaks that lead to big wins in clicks and traffic.

Five features you need to include in your website design project

When it’s time to create a unique design solution for your financial services product, it is necessary to understand where to start. You need to take note of some aspects before even crafting it. So, let’s look closer at the five features we recommend incorporating into a finance website.

1. Implement security measures

Having a safe website is one of the most prioritized features for users when they decide which financial service to choose. With this in mind, consider crafting a website with top-tier security measures like firewalls, SSL certificate encryption, and multi-factor authentication to prevent cyber attacks or data breaches.

Regular audits and maintenance are equally important to ensure the measures are in place. By doing so, you can detect errors before they even occur, strengthen a company’s reputation, and reduce the risk of security threats. At the same time, customers feel protected as their private information is safe and confidential, fostering trust and long-term business.

2. Take care of mobile responsiveness

Potential clients may access your website on a mobile device, which is directly affecting the UX side. For some people, it’s better to do some financial stuff when they’re walking in the park, riding the bus home from work, or just relaxing on the couch.

That’s why you should accommodate web design and its elements into smaller screens in addition to desktops. Text, images, graphics, and all other features should be well-placed on a touchscreen so that the audience can enjoy the same experience regardless of which device they use.

There’s no need to create separate versions of your site for mobiles or tablets. It’s all about smart layouts.

3. Create user-friendly navigation

If a visitor is searching for a personal finance consultancy or looking for a sign-up button, they should be able to locate it within a few clicks. No one likes to spend lots of time trying to find the functions they need, and if you don’t make these features easy to spot, users will just leave your site.

Clear and easy navigation minimizes all distractions, allowing viewers to arrive at the relevant product page. Never underestimate the website journey when it comes to user satisfaction. Keep in mind that potential customers may go back to the search results and select competitors instead of getting lost on your website.

4. Add financial calculators and tools

It’s never useless to include financial calculators and tools where applicable, especially when your website deals with finance formulas and numbers. The presence of these additional technologies can make a complex financial concept more practical, and visitors won’t have to access another website to get a result. When exploring some examples of financial calculations, consider implementing interest rate, liquidity ratio, working capital, return on investment, or other tools relevant to your sphere.

5. Provide compliance and regulatory information

Depending on the countries and territories, compliance and regulatory information may differ, and, in this case, your financial platform must adhere to the particular standards. Some of the most typical guidelines you should adopt for websites are privacy policy, terms of service, data collection, disclosure of important information, and web accessibility.

These legal documents must be well-located and regularly updated so that visitors can understand their data is being handled securely in adherence to industry regulations. If you forget to clearly state this on the page, get ready to experience a higher bounce rate, as many users won’t simply trust your company and leave.

How can Halo Lab help you with your financial website design?

Well-crafted website offers many advantages unless you want to scare away your potential clients with hard navigation and service complexities. A loyal companion who can give you a hand in the designing process is what you need. And Halo Lab is here to support you through every step.

Our experts are dedicated to creating intuitive layouts and crafting clear, informative content to make your website stand out. And, keep in mind, with a greatly designed financial website, it’s easier to catch on customers and further improve conversions.

So, leave the website stress behind, and let’s work together to build a digital space that truly reflects your brand and fuels your financial services project’s success.