In the competitive realm of financial services, a well-designed app often steals the spotlight. However, conversion and user retention start long before a user hits "download" or signs up. The true journey begins with your marketing website—arguably the most pivotal touchpoint in onboarding users to your app or service.
For companies striving to excel in a crowded financial space, a marketing website that delivers clear, compelling, and seamless user experiences is indispensable. Here’s why, and how to optimise yours for success.
The onboarding experience is undeniably critical—users need to be guided through the product, feel at ease with its features, and comprehend the value it provides. Yet, many financial services brands overlook that onboarding initiates on the marketing website. This is where users form their initial impressions, assess your brand, and decide if your product is worth their time.
Your app or product's excellence is irrelevant if your website fails to showcase that greatness. A poor website experience means users might never reach your offering. The key is to ensure your website educates, simplifies, and builds trust from the very first click.
Most marketing professionals recognise that conversion rates hinge on clarity and ease of use. Nevertheless, financial service websites frequently fall short. Even with an outstanding app, if the marketing website doesn't work just as hard—if not harder—you’re missing crucial opportunities.
The website must shoulder the heavy lifting of explaining complex financial services and products. It's more than a showcase of features; it must persuade users to trust you with their finances. That’s a tall order, which is why nailing the UX, copy, and design is imperative.
If you’re already familiar with the basics of UX, you don’t need a primer on design thinking. Instead, let’s zero in on actionable strategies to optimise your marketing website for conversions:
Clarify the value proposition early: Users don’t have time to sift through jargon. Be direct—what does your product do, and why should they care? Make sure your core value proposition is front and centre, and test different versions to discover what resonates most.
Build trust instantly: Trust is the cornerstone of any financial relationship. Don’t bury your trust signals (e.g., certifications, security badges, or testimonials) deep within the site. Surface them early and often to foster confidence.
Simplify the journey: Financial products are inherently complex. The best websites distil that complexity into bite-sized, digestible content. Use visuals, infographics, and bullet points to break down features and benefits. Avoid overloading users with information; instead, provide what’s necessary to nudge them towards the next step.
Invest in microcopy: The small details matter. Ensure your CTAs, form labels, and even error messages align with the overall UX. Microcopy that guides and reassures users at key moments can make all the difference in advancing them through the funnel.
Want an expert review of your site. Book a meeting with Andy Park, our UX Director
To see these principles in practice, look at brands that have mastered this approach. Some financial services websites offer seamless user journeys that start with simple, clear explanations and flow into onboarding without any friction. The key? Every element of the website—from design to microcopy—works together to convince users that the product is worth their trust and investment.
Consider a fintech company that takes the user from curiosity to action by combining trust-building elements, a clear value proposition, and seamless UX on their marketing site. Each interaction, from the homepage to the final call-to-action, builds confidence and reduces hesitancy to convert. That’s how to approach a marketing website that leads to results.
Once the website drives users to sign up, its role isn’t over. The website still plays a crucial role in retention—particularly when it comes to re-engaging users who drop off or hesitate during onboarding. A website that offers resources like FAQs, video tutorials, or a smooth user dashboard can help mitigate churn and keep users engaged long-term.
Retention strategies must be baked into your marketing website, not bolted on later. Whether through follow-up emails, content marketing, or integrated user support, a strong website acts as the connective tissue that binds the entire customer journey.
The bottom line? A well-built app or service only takes you so far. A frictionless, high-converting marketing website is the foundation that supports the entire user experience. It’s your first and best opportunity to onboard users, build trust, and drive conversions in a competitive financial landscape.
And this is where we come in. At our agency, we specialise in crafting marketing websites that move the needle. With our expertise in UX, web design, copywriting, and digital marketing, your website will become a high-performance asset that propels your product toward success.
From initial impressions to long-term retention, every interaction on your site should guide, inform, and reassure users. Let us help you create a website that not only meets but exceeds the expectations of today’s discerning financial services consumers.
Want an expert review of your site. Book a meeting with Andy Park, our UX Director
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