Customers are connecting to banks and credit unions online with increasing frequency, and it’s becoming more important for FI websites to stand out from the competition. Luckily, it’s becoming easier for banks and credit unions of all sizes to have beautifully-designed websites that function effectively. We’re showcasing a few of our current favorites below. Read on to learn why these websites are so impressive.
Alliant Credit Union
This is one of our top picks for a good reason. From the moment you arrive on the homepage, this website establishes trust and authority while guiding users to the information they need. Clean and simple navigation, clear calls-to-action for members and non-members, an eye-catching monthly payment savings calculator right on the homepage, links to helpful blog articles, real customer testimonials, and ample contact information. All these elements work together to create a pleasant and informative experience.
Delving deeper into the site, we can see that the internal pages maintain the clean and contemporary design of the homepage. Each product page is highly-informative and built to convert; from the moment we land on the auto loans page, we’re given four conversion points above the fold (before we scroll further down the page). Loan features, a handy calculator, an in-depth description of the application process, rates, frequently asked questions, and customer reviews are used to make each page a comprehensive experience. There are a few reasons why so many of the bank websites on this list utilize user reviews, namely the fact that 73% of users have greater trust for a local business that has positive reviews.
When engaging in Search Engine Optimization and Pay-per-Click advertising, your users are primarily going to arrive on your site via your internal pages. With that in mind, let’s take a look at Ally’s personal savings account page. Imagine that you just clicked on an ad to open a personal savings account, and this is the page you’ve landed on. Right away, you can see the APY, valuable features, excellent user reviews, and a link to open an account. Scrolling further down the page, we’re given even more information about rates and earnings compared to their top competitors, a clear breakdown of fees, frequently asked questions, and a few reasons why Ally is different from other FIs.
BBVA Compass offers a wide array of financial services for a varied audience, which can make it difficult to maintain a clean and easy navigation. However, this site offers a clear visual hierarchy that funnels users into the appropriate section of their website, allowing them to find the information they need quickly and easily. On top of this excellent navigation experience, the site offers links to helpful blog articles (unique pieces of content, rather than syndicated articles from financial websites), and provides multiple avenues for users to get in touch with them.
The Florist Federal Credit Union
Here’s something a little different – a federal credit union that serves the floral industry. Despite having such a niche audience, this website provides an exceptional user experience. The homepage is designed to convert potential members, offers a clean and uncluttered navigation, provides rate information directly on the homepage, and differentiates this credit union from other financial institutions. The internal pages follow the clean, streamlined design of the homepage. While these pages don’t feature elements we’ve seen on other websites (user reviews, loan calculators, FAQs), these pages give users an adequate amount of information and clear conversion points.
Live Oak Bank
The Live Oak Bank website takes a minimalist approach with a focus on providing the most valuable information to their visitors. Loan rates, savings interest rates, contact information and calls-to-action all help drive visitors deeper into the website while providing an informative and transparent experience. Product pages are educational, build credibility by containing glowing customer reviews, and help differentiate Live Oak Bank from their competitors.
The MutualBank homepage has all the hallmarks of a great design – simple and clear navigation, eye-catching CTAs, plenty of helpful information – but this site really shines when you explore its internal pages. Let’s take a look at their residential mortgage page as an example. The page is packed with all the information a potential homebuyer could want: various mortgage rates, guidance from a home loan expert, why they’re a better option than their competitors, answers to frequently-asked questions and helpful resources from their blog. They also have an incredibly-effective CTA that’s sure to drive plenty of conversions: Apply now in less than 10 minutes! They maintain this effective internal page style throughout their entire site, focusing on informing and educating their audience in order to drive leads.
PenFed Credit Union
Another website that utilizes clean navigation and A standout feature on this site is their customer testimonials section, which helps to establish trust. PenFed reinforces their credibility and commitment to customer education by providing links to helpful blogs and pages that explain the benefits of membership. A simple navigation and a series of easy-to-recognize icons help guide users through the site.
Solitary Credit Union
This site focuses on two things: helping their visitors find relevant information and cementing the expertise of their financial institution. The homepage promises to help users “Connect with an Expert” and internal pages tout “expert guidance from experienced lenders” while providing a series of positive customer testimonials on every page. Interestingly, all of their testimonials use the full name of the customer and show how long they have been a customer at Solitary CU.
This site illustrates the effectiveness of simplicity. The uncomplicated navigation and clearly-labeled buttons guide users through the site. When viewed on a mobile device, the user isn’t burdened by cumbersome navigation menus, and content is displayed neatly on every page. The simplicity and pleasant user-experience offered by TCF is something that financial institutions should try to emulate.
Texas Capital Bank
This website has a clean, professional and modern responsive design, but what really sets it apart from the others on this list is their attention to effective content. In addition to building generic pages for each of their products, Texas Capital has created individual content pages targeted to specific industries. Each of these pages explains how Texas Capital can assist businesses in those industries and provides contact information for professionals at the bank who have experience working with those types of businesses. So, not only are these pages designed to convert, but they will help Texas Capital rank higher in the search engine results for industry-specific keywords.
Aside from those unique content pages, the site itself is doing just about everything correctly. It has a slick responsive design, trust signals from Forbes and SNL Financial on the homepage, clear calls-to-action, ongoing content creation that is relevant to their audience, and multi-level navigation that helps their visitors find what they need quickly.
What Makes These Websites Effective?
Your website is the face of your company online, and it’s the first impression that many people will have of your bank or credit union. We all know that first impressions are important, but this is even more true online, since users rate the visual appeal of a website and form brand opinions within 0.05 seconds! Couple this with the fact that consumers have high standards when it comes to online content, and the importance of website design becomes obvious.
Each of the websites we’ve showcased is doing a great job of building trust, providing information, and guiding their visitors with an exceptional user experience. These are some of the biggest factors in creating an effective website design. Let’s explore what these websites have in common to determine why they are so effective from a design standpoint.
The appearance of your website says a lot about your brand, and how you’re perceived by potential customers. In fact, research from Adobe has shown that 38% of consumers will stop engaging with a website if it’s unattractive, and researchers at the British Computer Society discovered that 75% of judgements of a website’s credibility are based on aesthetics! If your website is outdated, this is sending a subconscious negative message to your audience, and it could have a lasting impact of their perception of your financial institution for years to come. A crisp and clean website design is a powerful tool to build a positive experience for your visitors, establish trust in your brand, and show them why you are a step above your competitors. Although each of the websites shown above are using different styles, they all have a modern appearance that will appeal to the average visitor.
Imagine trying to drive somewhere when you’ve been given terrible directions. You’d be frustrated, confused, and you might even give up on the trip altogether! The same can be said for your digital audience – if they can’t find the information they’re looking for quickly and easily, they’ll give up and look for the information on a different site. This is why a proper navigation is so important: it allows your visitors to get the information they need without needing to hunt for it. There are several best-practices for website navigation to provide an optimal user experience for your visitors:
- Your navigation should be consistent throughout your website
- Tabs should be accurately and clearly labeled
- Use drop-down menus help to create a streamlined navigation experience
- Utilize links within your website content to lead people to different internal pages
- Avoid putting too many links in your menus
Each of the websites we’ve chosen to highlight above have different approaches to navigation. However, they are all following best-practices that make it easy for visitors to find what they need.
When visitors come to your website, they are usually looking to find the answer to a question. What does it take to apply for a mortgage? What are the rates on their high-interest CD account? How do their loan rates stack up against local competitors? The content on your website should be focused around providing answers to questions that your audience is asking, then driving them to submit an application, call a lender, send you an email, or take some sort of action that has a measurable value. You’ll note that every website we’ve featured in this article goes above and beyond to provide valuable information – and then give their visitors a clear next step to lead them further through the sales funnel.
Searches from mobile devices have been steadily growing year after year. Google has confirmed that more searches take place on mobile devices than on desktop computers, so it’s becoming increasingly important to provide a great user experience for these mobile users. A responsive website – that is, a site that automatically scales to fit the device you’re using – is an essential part of creating a mobile-friendly experience. How important is it? Well, 73% of consumers say that content must display well on the device they’re using. Otherwise, 33% of those users said that that they will stop engaging with the content altogether. Each of the websites shown in this article provide a consistent user experience on desktop and mobile devices, making it easy for mobile users to find the information they need.
Why Partner with BankBound?
In the digital age, an effective website design is more important than ever. However, for banks and credit unions, it’s important that you partner with a web design company that understands the financial industry. At Bankbound, we specialize in providing marketing and website design services for banks and credit unions. It’s all we do, so we have the unique insight into your needs that other design firms lack while providing an individualized level of service that core providers can’t match. Take some time to explore our comprehensive design and marketing services for FIs and get in touch with a specialist today to start a conversation about your needs.