9 Fundamentals of Financial Website Design to Increase Traffic and Generate Sales

Financial Website Design

What are the most important strategies you can use to drive traffic to your financial website and generate sales?

Your ability to attract and convert new clients and prospects is key to the success of your financial firm. These two objectives require you to create an attractive and moreish website. 

If you do not drive traffic to your website, it can slow your growth and make your financial firm look like a lost entity among your sea of online competitors.

We believe that a multi-layered strategy is essential to drive traffic to your website. 

Financial website design should be based on the understanding that all prospects are different.

You need to  provide various options for prospects to interact with your brand and make it as easy as possible for them to convert.

Today we discuss 9 essentials to financial website design to drive more traffic and increase sales.

Financial Website Design

1. Mobile Friendliness

Prospects and clients can abandon your website if it is not responsive or mobile friendly. 

53% of all mobile website visits are abandoned if pages take longer than 3 seconds to load.

Therefore regular testing of your financial website design is essential.

Your financial website design must also be fully responsive. 

Responsive Web Design (RWD) is a web development method that allows dynamic changes in the appearance of websites, depending on the size and orientation of the devices used to view them. 

2. Financial Website design

website design for financial services

We do not recommend using pre-made templates when lead generation is at the forefront of your website goals. 

Instead, we recommend investing in custom-built financial website design and landing pages.

A professional financial website designer and developer can ensure your website generates leads with well designed call-to-actions, buttons and pop-ups.

A professional financial website design should also have client confidence and trust at the forefront.

3. Live Chat

Live chat is a great way to increase sales and generate leads. Prospects love live chat because of the following benefits:

  • Live chat provides instant support to prospects who need assistance.
  • Prospects who are unable to reach you by telephone can use live chat.
  • Chat is a great way to engage prospects who prefer typing over talking.

4. On-page SEO

Search Engine Optimisation for Financial Services

Google and other search engines are becoming more sophisticated every day. 

It is crucial to ensure that your financial website design and pages are relevant to a prospective visitor’s search. 

This will improve your search engine rankings and provide a positive user experience. 

Start by looking at meta descriptions, title tags and URL structures when optimising your website.

These elements can help increase your SEO by allowing search engines to crawl your site and understand its content and structure.

There are many other SEO techniques to help improve your website in Search Engine Ranking Positions (SERPs). Read our Guide to SEO in Financial Services to research this area in more depth. 

5. Testimonials

It is important to never underestimate the power and importance of testimonials.

A website with testimonials can establish your business as an authority for financial services and convince prospects to invest in your services. 

You can include testimonials, such as video, reviews and client testimonials.

Online reviews are trusted as much by 84% of prospects than personal recommendations, so testimonials should be present and obvious on your website.

6. Content Marketing

Content for Financial Services

Content marketing is the key to increasing traffic and lead generation. 

Although paid advertising can be complementary, content marketing is in many ways more efficient than paid advertising. 

Quality content is not brash marketing. Instead, it is designed to actually serve readers / viewers / listeners. It helps you build credibility and authority within the financial service sector.

A strategy is crucial if you want to create content that promotes your business. These are the most important guidelines that make your digital content engaging and effective:


Do you want to increase brand awareness, build your email list, draw people to your blog, promote your services on your website or convert more people?

Although you may have one or more goals, it is important to clearly define them before moving onto the next step.


Before you can create effective content, you need to identify your target audience. 

This is so that you can create content that your clients and prospects love by creating their client persona.


After identifying your audience, it is time to create content that appeals to your audience. 

It is important to consider the subject matter, format and style of your content.


Website content is not just about prospecting and winning new clients. It is also used as a technique to ring fence and add value to your existing client base.

This is done by providing plenty of value-adding content on your blog, providing regular financial updates and research – keeping both prospects and clients coming back to your website for more. 


Your content will help you brand yourself. Your voice, style, layout, colours and the use of your logo are all part of the branding and will also enhance your content. 


There is an unstoppable stream of financial content on the internet. You need to make your content stand out to ensure your brand is memorable.

7. Gated Content

In exchange for the contact details of visitors, gated content can be a great way to generate leads. 

A visitor to your site will have access to the valuable, gated content you offer by providing their name, email address and company name.

Another example of gated content is the use of lead magnets.

Examples of financial gated content includes:

  • Guides
  • Webinars
  • E-Books
  • Research papers
  • White papers

8. Call-To-Action (CTA)

It takes more than just adding a button for “Download now” to your website to create a compelling call-to-action. 

Every call-to-action (CTA) you place on your website must be strategically planned and strategically placed to convert as many leads as possible. 

These are some tips you should remember when you add a CTA to your website design for financial services:

  • Make your CTA stand out by minimising the clutter on your website.
  • Attract visitors with the use of authoritative and presumptuous words in your CTA’s
  • Be concise and specific with your promotion so that readers understand the value which your content will offer them.

9. Analyse, test, and refine

Financial Adviser Website

Optimising best practices will help you increase your chances of getting leads and ultimately sales through the creation of your website. 

But that’s just the beginning. 

The right analytics and testing software will allow you to determine what works and what does not.

This can be done with real-time data, historical statistics, trends and conversion funnels.

It is important to:

How can you drive more visitors and generate more sales via website design for financial services

A professional industry expert can help you attract prospects and generate sales.

You can be sure that the above nine strategies are professionally implemented and will achieve results when implemented by the team of a specialist financial marketing agency.

We invite you to schedule a free consultation with our team to learn how our financial marketing experts can help you design your financial services website and a broader marketing strategy.