In an increasingly digital world, the need to have a website that can efficiently support many functions has never been greater.
A powerful website that can support your brand – while also being scalable to change – will assist you in delivering your products and services and providing the finest support to your viewers.
A list of your new site’s elements should be the starting point for realistic budgeting for a website redesign. Most websites, like cars, come with some basic functionality, but the majority of organisations realise that they require more.
Take a look at what items should be on your website checklist if you’re redesigning or simply updating your financial services site.
Mobile-Friendly Design
More people are using their mobile phones to search for new services and products online.
The first indicator that you don’t value your visitors’ experience is a site that isn’t constructed following responsive design best practices. Without a responsive website, which has been a norm for many years, your business may appear behind the times, thus alienating potential customers.
As a result, the first requirement of any website redesign should consider both your desktop and mobile experiences equally.
Intuitive Navigation
The requirement for users to swiftly find what they’re looking for hasn’t changed despite changing site navigation tactics. Your website should be set up to make the most sense to your target audience, which may differ from how your organisation thinks about and refers to its solutions.
Good navigation should be straightforward and scalable, with the ability to be updated when your institution’s or audience’s demands change.
You’ll want unique pages to optimise priority items, themes, and related search phrases within your site layout. Thus, SEO best practices will likely play a factor in your decisions.
SEO Approach
Most organisations want to rank well for key organic search phrases. Therefore, a well-defined search engine optimisation (SEO) strategy is essential to a redesign approach.
Ranking highly for financial products and services is incredibly difficult, but it is possible with careful SEO planning.
Define your goals early on, collaborate with an SEO marketing specialist to figure out how to get there, and make sure you have a plan for continual optimisation and SEO maintenance once you have reached your SEO goals.
Google rewards consistency so SEO really needs to be an ongoing service you value.
Keep in mind that content optimisation will be an ongoing aspect of this process since it is still one of the essential factors in SEO success. In addition to an organic SEO strategy, it may be worthwhile to consider a paid search engine marketing (SEM) strategy to attract immediate, quality traffic to top search phrases.
Personalisation
You’ve probably read many articles regarding website personalisation and wondered how it might benefit your organisation. Personalising content by geography, referring URL, previous browsing activity, and other relevant variables have proven successful for financial services.
By tailoring information to a visitor’s profile or projected interests, you can boost the likelihood that the site will be relevant to their requirements and encourage them to go to you as a service provider.
Personalisation is a major undertaking that should be tackled in stages, but it may significantly boost overall website optimisation for financial advisers with appropriate strategy and execution.
Need some help?
Your financial services website is the most crucial channel for acquisition, sales, branding, communications, customer service, and education.
Unlike other channels, it must be available 24/7 to support various functions and audiences while also remaining flexible enough to respond to changes in your strategy, technology, and user needs/expectations.
At MBS, we use industry-leading, evidence-based digital marketing to help financial services companies grow and prosper. Contact us if you’re interested in website optimisation for financial advisers.
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