Does Your Financial Website Have These Five Key Elements?

Gina Deveney
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While almost any firm or professional in the finance sector can benefit from having an online presence, having just any old website isn't enough. Your site needs to have several key elements to help it attract traffic and customers. Be sure to include the following components when setting up your financial website.

1. Homepage

Every financial website needs a clear and attractive homepage. Don't try to cram too much information onto this page; that's what the other pages on your site are for. Instead, use a simple design to get across the initial information that you want your readers to take away. Usually, this includes your name or the name of your company, the type of services you offer, and your location. If you want to add something more interesting, a professional video describing your services is a better idea than fancy design features.

2. About

Don't neglect the "About" page of your financial website. This is where customers look to find out who you are and why they should trust you with their hard-earned dollars or investment portfolio. Therefore, you should ensure that it includes information that reassures your customers, such as your professional history, your credentials and links to content you have written that demonstrates your knowledge.

3. Services

Customers need to know exactly how you can help them. Every financial website therefore needs a page summarizing the services available. Link this page from your homepage and your about page. Depending on the range of services you offer, you might want to also create subpages for various services, such as retirement planning, accounting services, or auditing.

4. Contact

Your contact page is another key element. There is no point in convincing customers that you can offer a first-class service if there is no way for them to get in touch with you. Your contact page should give customers several options for contacting you, including your email address and phone number. You may also want to include an interactive contact form that allows visitors to request a callback at a particular time. In addition, consider using a lead-generation plugin to capture email addresses for your newsletter.

5. Testimonials

Testimonials give customers confidence that you can offer the high level of service they seek. Studies show that 88 percent of consumers trust reviews they read online as much as recommendations from their friends. In fact, customer reviews are regarded as around 12 times more trustworthy than the descriptions you write yourself about your services. Building trust is particularly important when you're selling services, so be sure to include testimonials from existing customers on your financial website.

By including a few crucial on your financial website, you can boost the credibility and accessibility of your site. These basic changes can help your website to convert more visitors into paying customers, improving your bottom line. If your site isn't working for you, use the suggestions here to make it over.

Photo courtesy of Stuart Miles at


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