The 10 Must-Haves For a Fintech Website
When it comes to creating your own fintech app or service, a website is a crucial piece of the puzzle in communicating your offer with the world. In a digital-focused industry, a website is likely to be your first point of contact with your potential customers.
Hence, your website can quite literally make or break your go-to market strategy and overall product positioning. That’s why having a functional, yet visually appealing and compliant, website is key for effectively delivering your value proposition and converting your prospects into customers. With remote working becoming the new normal across the globe, your fintech’s digital home and presence are now more important than ever before.
Whilst website building is nothing new, in fintech, there are some unique challenges to consider when creating your company’s own dedicated digital space. Just as you would with designing your fintech app, you firstly need to look at overcoming financial jargon, as well as the potential boringness and complexity that comes with financial products and concepts. Consumer behaviour and user expectations towards traditional banking and financial services have changed — it’s one of the main reasons that fintech has seen such a boom over the years. This doesn’t mean that we don’t need to be mindful of aspects such as building trust, complying with regulatory requirements and ensuring data security though. We want both the user experience (UX) and user interface (UI) of our fintech web design to be interesting, informative and engaging — but we have to do this in a way that is compliant, educational, secure and easy to understand.
Whether you’re creating your first fintech website or your current one needs an overhaul, here’s a list of 10 absolute must-haves to consider.
1. User-friendly, intuitive navigation
Just as you would ensure that your fintech product design is UX-friendly, your fintech website needs to be designed with your users in mind. Ask the question on what makes great navigation and how can your users easily move through your intended customer journey?
Focus on simple yet impactful and distinctive design in order to allow key information to stand out and to make that user journey as smooth as possible. Revolut does this extremely well by combining bold colours, white spacing and a simple navigation bar at the top separated for personal and business users. The main feature of ‘opening a new account’ is also front and centre — a good idea for converting those leads without users having to trawl through endless pages.
2. Ensure you have a clear and compelling value proposition
Users shouldn’t have to figure out what it is that your fintech app or service does, your offering should be explained clearly and early on in the user journey. Have a think about what your customers’ key pain points are and make sure that you address them all. This is a great way to build trust and reassure users that their challenges are front of mind.
Financial services company Robinhood, for example, has their proposition clearly on the homepage, allowing users to know exactly what the service is, as well as the fact you get your first stock for free, in the first few seconds of being on the website.
3. Clear Calls-To-Action (CTAs)
As mentioned in our previous point around user-friendly navigation when looking at fintech web design, we need to ensure that the user UX is as simple and engaging as possible. Use straightforward CTAs that gain user interest and effectively navigate them through their onboarding journey.
4. Multiple trust signals
Whereas user behaviour has changed when it comes to interacting with the financial industry and banking, trust and safety are still key when it comes to attracting new customers. Gain user trust by proving your authority in the fintech space with the use of social proofs including customer reviews, client showcases, user cases, affiliates and press features.
Alongside showing potential customers how happy your current users are, make sure that you explain your security measures and highlight any licences and regulatory status clearly.
Fintech firm Acorns mentions both its security features, including bank-level security, 256-bit encryption and two-factor authentication, alongside quotes from reputable news sites to staple itself as a trustworthy service as soon as you visit the homepage.
5. Straightforward contact information
Audiences like to know that it’s possible to get in touch with a company representative if they face issues, so don’t make it difficult for them. Make it easy for your users to get in touch with you by providing clear contact information or using interesting, automatic ways of connecting such as live chats and contact forms.
6. Factual, snappy and interesting content
Displaying the facts is an important part of a fintech website, but this has to be done in a way that’s easy to understand. Not everyone will be financially-savvy so avoid using technical jargon and switch with visuals, where appropriate, to explain complex terms and concepts.
Be sure to use conversation-centric and marketing-friendly content that resonates with your target audience — you want users to understand what your offering is and not have to make guesses.
Neobank N26 does a great job in coming across as personable with phrases such as ‘the bank you’ll love’, ‘you can rest assured you’re extra safe when making purchases in stores and online’ and ‘N26 offers innovative features to help you manage your money like a pro.’ Simple yet effective, these conversational terms are found throughout N26’s copy and it’s very effective.
7. Mobile usability
In 2021, the number of unique mobile internet users stood at 4.32 billion, indicating that over 90 percent of the global internet population use a mobile device to go online. This isn’t a stat to ignore and given that fintech apps are on the rise, you need to ensure that your website is created with a mobile-first mindset too.
8. Targeted personalisation
Audiences like to feel special and creating unique experiences can go a long way in customer retention. Create unique customer experiences by providing relevant, timely and personalised information and insights that keep users engaged and informed.
9. Search engine optimisation (SEO)
SEO is key when it comes to creating a successful fintech website, especially when looking at standing out from your competitors. Take into consideration technical and organic SEO ranking tactics when building and optimising your website and make sure that you are regularly auditing for improvements.
10. Robust analytics and monitoring
To ensure the long-term success of your fintech website, use effective analytics and monitoring tools to review aspects such as traffic, time spent on page and overall UX.
It’s also a good idea to collect user feedback on a regular basis to ensure that what you are sharing with the world is still relevant and that, ultimately, your users are happy.
Creating an effective fintech website can be a bit tricky, but it’s an extremely rewarding exercise. By taking a UX-centred approach to designing, fintech businesses can significantly increase customer conversions and build a solid and authoritative web presence. Users need to have all the key information, but by making sure that this is in a straightforward, easy to navigate way, you’ll ensure they keep coming back for more.
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