How to Make a Financial Services Website Engaging

Posted by Lindsay Borgen on November 10, 2015

If you want to build your online presence and attract an interested following of prospects, you will need to create a website with fresh and engaging content. This can be a challenge in the financial services industry, as the subject matter can be somewhat dull. Designing a financial services website that that creates a positive first impression for new users and continues to build a relationship isn't easy, but there are some techniques that you can employ to create a lasting impression.

Tell a Story

People love stories. They are how we relate to the world and each other best. Most of us grew up with others telling us engaging and interesting stories, and these are the sorts of things that continue to get people's attention. Find a way to tell a story about a problem and a solution that involves one of your customers on your financial services website to appeal to your audience.


The information you provide on your website should not only be compelling, but it should be easy to find. An effective financial services website is visually appealing as well as well organized for the end user. There should be a balanced layout of engaging content organized complimented with relatable imagery through easy to use and straight forward navigation features. Your website should have a lot of headers, sub-headers, bullet points, and graphics so that readers can easily scan and find what they are looking for.

Color Scheme

Color scheme is often overlooked as an important web design element; however, it is very critical. Colors largely contribute to the look and feel of your website and also subconsciously influence your visitor's behavior. The right blend of colors can set the tone for the experience, and you will want to make sure that all text, images, and graphics coordinate properly.

Copy Style

When dealing with a topic that you are challenged to make more engaging, it's important not to bog down the page with too much text. A text-heavy approach to website design is not most effective, especially with the nature of financial content. An image-based design that tells a story, as mentioned before, works much better for financial institutions. Have inspiring images that are relevant to the subject-matter and strategically placed call to action buttons that lead visitors to the most important products and services you offer.

Your financial services website is a vital tool in your marketing strategy, so you'll want to be sure that you take the proper steps to engage your visitors by giving them the best experience possible. Following these pieces of advice will help you create a financial services website that attracts and retains customers.

If you are thinking about or starting the process of website redesign, request your FREE custom financial website audit to identify areas of opportunity to improve your website.

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Topics: web development, web design, Financial Marketing, Financial ROI, Financial Websites

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