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3 Important Questions Your Bank Website SHOULD Be Answering

Digital Marketing

3 Important Questions Your Bank Website SHOULD Be Answering

Eric Cook by Eric Cook

Chief Digital Strategist

Contact author Full biography

Full biography

Eric considers himself a “recovering banker” of 15 years, who for the past eleven years has focused his efforts as a digital strategist, helping his clients (mostly community banks) better understand and leverage the power of the Internet as a strategic business tool. An award-winning web designer with WSI, the world’s largest digital agency network, Eric is a two-time contributing author to the best-selling book Digital Minds – 12 Things Every Business Needs to Know About Digital Marketing. Consistently rated in the top five digital marketing books on Amazon, the book is in its second edition and available in three languages.

A sought-after, nationally-recognized speaker in the financial services industry, Eric is a member of the National Speakers Association and loves sharing his knowledge to help educate and inspire others. He is the co-creator of a weekly webinar show called Free Webinar Wednesdays, founder of the Banker Education Series webinar series, and serves as a faculty member at several banking schools around the country where he teaches bankers about digital strategy, online marketing and social media. He is a WSI Certified LinkedIn Professional and holds undergraduate degrees in business administration and psychology. While working full-time as a community banker, Eric earned his MBA and completed the three-year Graduate School of Banking program in Madison, WI in 2003.

Professionally, Eric helps his clients in all areas of digital marketing, which includes mobile-responsive web development, search engine marketing and optimization, social media strategies, e-mail communication, and “big-picture” digital strategic planning. He’s the co-founder of DigitalRCP.com, a service created to help businesses understand their risk when it comes to operating in today’s digital world. When he’s not helping his clients succeed online, he can typically be found on one of his many bicycles training for his next mountain bike/triathlon race or spending time with his wife and two (very spoiled) golden retrievers.

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Summary:

Your bank website is the first thing your digital visitors see. Like the outside of a physical bank, you have to make a great impression to ensure they not only stick around but also come back to learn more in the future. If the facade is in poor condition, people aren’t going to come into the lobby. 
 

If you want your website visitors to stick around, your bank website needs to answer 3 questions. Knowing these 3 questions (and your bank’s answers to them) will make for a more pleasant visitor experience and a smoother path for visitors to become loyal customers.

Question #1: Am I in the Right Place?

People visit a bank website for a variety of reasons. No matter why they’re there, your visitors need to know they came to the right place. From the moment the page loads, they should feel like they landed exactly where they need to be.

Every aspect of your landing page has to have a specific purpose and support the right answer to this question. The content should feel like it was written for them. The images should represent them. And the information should guide them through their common questions and challenges.

You want your site to give visitors the confidence that you can provide the information and services they need. 

Need more help with designing an optimal landing page? We offer landing page optimization services to help ensure your landing pages can be as fantastic as you want them to be!

Question #2: How Does Your Bank’s Site Make Visitors Feel?

The answer to this question should be ‘comfortable and reassured.’  Visitors should never answer this question with ‘overwhelmed’ or ‘unsure.’ As soon as someone gets to your site, they need to know they’re in good hands, or they’ll leave. No one’s going to stick around a bank website if they can’t navigate it or understand it. 

To help achieve that sense of comfort on your page, be sure to include clear and conspicuous support options. Your customer service or support number should be explicitly listed in a visible location. 
You could place your phone number in a banner at the top of the page or in the navigation bar. You can have a chatbot, too. Chatbots offer every visitor easy-to-access support. 

Testimonials are also useful. Gather feedback from your customers, both new and existing, and post them on your site. People trust other consumers more than companies, and visitors are more likely to stick around if they see proof that other people enjoyed working with you.

A great way to ensure you’re conveying the right feeling is with a solid content marketing strategy.

Question #3: What Should I Do Next?

When people visit a website, they want a straightforward path that guides them where they need to go. While you want your visitors to have options, you don’t want them to get lost because there are too many options. 

Within seconds, anyone visiting your site should have an answer to the question, ‘What do I do next?’ Have a few straightforward options that lead them to their destination. Don’t overwhelm them with choices. If your visitor goes to your site and sees dozens of different choices, instead of parsing through them, they’ll likely leave.

Simplify your site. Know what you want your visitors to do when they get to your bank website and guide them towards that goal. 

Need more website design tips - or even better, someone to help walk you through the process? Check out our bank website services!

Answer These Questions Effectively

With your ideal answers to these questions, go through your site and make sure anyone that visits gets the same answers. 

And if they don’t, then go back to the drawing board. Find a new approach. Restructure your bank website. Help your visitors know they’re in the right place, make them feel safe, and help them know what to do next. 

Conversion rate optimization is all about how to enhance the likelihood of someone visiting your site doing what you want them to do and building trust with prospective clients. 

If Your Bank is Not Answering These Essential Questions...

If your bank website isn’t answering these three essential questions, we should talk! If it is, you can move on to enhancing the user experience via mobile marketing. Mobile marketing allows your company to be available to the client 24/7 and right at their fingertips. Nowadays people are glued to their phones and mobile marketing allows you to make the most of consumer preference. Search Engine Optimization is another useful marketing tool. It ensures that target customers are able to find your website via Google and other search engines. Last but not least, you will need to track the data to see how effective your marketing efforts are. Analytics and Reporting are a highly important step in marketing to make sure that your dollars are well spent. 
 

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