Financial Services Websites

Presentation Title
Subtitle
Month, #, Year
Financial Services
Website Best Practices
What do top financial firms put on their websites?

Financial Services Website Best Practices
ANDY CRESTODINA
Co-Founder / CMO
SHAHIN DEJY
Business Development Lead
Welcome
AMANDA GANT
Director of Marketing

What do the top financial service
companies put on their sites?

The Data

1. Descriptive Homepage Headline
53% of financial services websites
have descriptive homepage headlines

Gives you a pretty good idea
for what they do…

The most specific message is
small and at the end.

Brand. Brand. Brand.
Brand. Brand.

Large text is unnecessary and vague
Small text is specific and meaningful

“What does this company do?”
Results of 5-second test for orbitmedia.com
New Site Current Site

Beware of dense paragraphs of text

source: How Little to Users Read? NN Group
Users have time to read at
most 28% of the words
during an average visit
20% is more likely.
Readers don’t read

Format for scanners

2. Slideshows and Carousels
32% of financial services websites still use slideshows

Three slides.
Three stock photos.

source: Do Rotating Sliders Help or Hurt?

Slideshows were invented to
prevent stabbings in
conference rooms

Click to see the
next testimonial

75%
50%
75%
50%
Scroll Heat Maps
source: HotJar

3. Descriptive Navigation Labels
…not just what we do, services, products.
Do not use descriptive navigation labels

Generic navigation labels, common to millions of websites.

Descriptive labels that indicate relevance
to search engines and visitors

Simple dropdown with few options

Mega dropdown with lots of options

How are visitors using
our navigation?

1. Any small links getting clicked a lot?
2. Any big buttons getting missed?
3. Are calls to action effective?
4. What gets clicked the most in the main nav?
5. What never gets clicked in the main nav?
5 Questions to ask your Navigation Summary

4. People Pictures
show their team up front

5. Supportive Evidence
Are there testimonials, client logos, statistics, case studies?
feature evidence on the homepage

ANSWERS What they came to find Clear
Meet visitors’
expectations
Answer questions
Address objections
Examples:
• “Can they help?”
• “How do they do it?
• “Who are they?”
EVIDENCE What we want them to find Compelling
Reasons to believe
Support our answers
Purpose / Passion
Examples:
• How well we do it
• Who we’ve done it for
• Why we do it this way

BIG EVIDENCE Quantitative numbers Appeals to the mind
with reason
Examples:
• % Increases, ROI
• Dollars / hours
saved
• Years in business
• Number of
happy clients
• Best seller
SMALL EVIDENCE Qualitative Stories Appeals to the heart
with emotion
Examples:
• Testimonials
• Case Studies
• Reviews

7 Things to Add To Your Testimonials

Example of an effective
testimonial

Message, Messengers and Formats

As-seen-in logos
Video testimonials
Reports and case studies
Statistics and data
Fill your pages with evidence…

6. Specific Calls to Action
…not just contact us, learn more, click here
32% of financial services websites use specific CTAs

This is not really a call to action

BENEFITS COSTS

RETURN INVESTMENT

This doesn’t give the visitor
any reason to subscribe

The Three P’s of Email Signup Forms

source: Google UX Playbooks
Google’s Lead Gen Playbook

Google’s Lead Gen Playbook
source: Google UX Playbooks

source: Service Page Checklist
Checklist for
high-performing
sales pages

Take me back to the
moment when you
knew you needed help.
Well, it was the
liquidity event. I was
stressed about taxes.
Tax Strategies for
Liquidity Events
Marketing Client

When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability

When evaluating
important to you?
Access to deals was
top priority. Then it
was tax planning.
Security
Marketing Client
Scalability

When evaluating
important to you?
… early access to deals
and funds…
Marketing Client
…with tax planning for
complex estates…
Access to deals was
top priority. Then it
was tax planning.

What can you do now
that you couldn’t do
before?
Now all of my
documents are in
one secure location
Your secure digital vault
contains all current
documents
Marketing Client

What is the biggest
number you can get up to?
We raised $706M in
6 different funds
$700M+
capital raised
Marketing Sales
6
funds

What metaphors do you
use to explain us?
We’re pro-active,
like a family office
Marketing Sales
…like having a family
office with a pro-active
team

Thank you.
Reach out anytime.
Andy Crestodina
Co-founder / CMO
773.353.8301
andy@orbitmedia.com

Financial Services Websites

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Editor's Notes