June 4, 2024

Top 10 Essential Features for Your Financial Services Website

Want to boost credibility and client trust for your financial services website? Check out these 10 essential features that every financial website must have, from professional design to mobile optimization.

Top 10 Essential Features for Your Financial Services Website

Building a top-notch financial services website isn't just about looking good—it's about creating trust and offering a seamless experience for your clients. In this guide, we'll dive into the top 10 must-have features for your financial services website. Let's get started!

1. Professional Design

A polished and professional design establishes credibility immediately, which is essential in the financial industry where trust is paramount.

Importance of First Impressions: Visitors judge websites within seconds; a sleek design communicates reliability and professionalism. Research indicates design influences 94% of first impressions.
Color Schemes: Ensure the colors on your site are consistent, cohesive, and accessible. Use tools like Colour Contrast Check to verify contrast and readability.
Fonts and Layout: Choose serif fonts for traditional values or sans-serif for a modern approach. Utilize Google Fonts and structure content with clear hierarchies. Avoid clutter and use images, graphics, or icons to enhance readability.


• Match color palettes to your brand identity.
• Use Colour Contrast Check for compatibility.
• Keep the layout simple and content accessible with key information upfront.

Note: Poor text contrast and unprofessional layouts can drive visitors away. Use brand colors and organized layouts to clearly present your business's offerings.

2. Intuitive Navigation

Navigation should guide the user naturally through the website, making important information readily accessible without overwhelming them.

Easy Access: Menus should be logical and self-explanatory, leading users to essential information effortlessly. Limit navigation menu links to six and include your logo in a familiar layout.
Drop-down Menus: Minimize use to reduce complexity and avoid overwhelming visitors.
Footer Navigation: Include additional links such as FAQs, privacy policy, and contact information in the footer.


• Test navigation with individuals unfamiliar with your site.
• Label sections clearly to prevent user frustration.
• Ensure the navigation bar is in one line at the top of the page.

Note: Complex and unintuitive navigation can frustrate users. Use clear navigation bars to enhance user experience.

3. Engaging Copy

The text on your site should immediately engage visitors, conveying your expertise and why they should choose your services over others.

Compelling Content: Use headlines that capture attention and content that persuasively communicates the benefits of your services.
Clarity and Conciseness: Directly address who you are, what you offer, and why it matters. Use simple, specific language.
Persuasive Language: Speak to the needs and desires of your target audience, emphasizing solutions and outcomes.


• Use active voice and powerful action verbs.
• Address client pain points and desirable outcomes.
• Break up text with headers, bullet points, and short paragraphs.

Note: Generic headlines and lengthy text can lose reader interest. Use clear, concise language and engaging headlines to retain attention.

4. Testimonials and Case Studies

Testimonials and case studies are powerful tools that demonstrate the real-world value of your services, enhancing trust and credibility.

Effective Presentation: Place testimonials prominently on the homepage or main service pages.
Demonstrating Expertise: Detail specific examples of client success with measurable results.
Integration: Seamlessly integrate these elements into relevant sections of the site.


• Choose diverse testimonials to address varied client concerns.
• Regularly update case studies to reflect current capabilities.
• Showcase them as carousels, case studies, or video testimonials.

Note: Social proof can greatly enhance trust. Highlight testimonials and case studies effectively to validate your claims.

5. Compliance and Certification Badges

Displaying compliance and certification badges not only meets regulatory requirements but also builds trust by showing adherence to industry standards.

Badges to Display: Include relevant financial industry badges like those from FINRA, SEC, or specific certifications like CFP or CPA.
Placement: Strategically place badges where they're visible without being intrusive.


• Use official badge imagery provided by certifying authorities.
• Link badges to descriptions of what they mean for client reassurance.

Note: Certification badges build credibility. Ensure they are prominently and authentically displayed.

6. Team Photos and Bios

Photos and bios of your team help personalize your brand, making your firm more relatable and trustworthy.

Professional Photos: Invest in high-quality, professional photographs of your team.
Engaging Bios: Write bios highlighting each member's expertise, experience, and personal tidbits.
Strategic Placement: Include these on an "About Us" page and feature key team members on service pages.


• Ensure photos are consistent in style and quality.
• Keep bios concise yet informative.

Note: Consistent, professional photos and engaging bios enhance relatability. Display them uniformly to create a cohesive look.

7. Educational Content (Blog or Resource Center)

Regularly updated educational content not only helps in SEO but also establishes your firm as an authority in the financial sector, building trust and engagement.

Engaging Topics: Focus on subjects like market trends, financial planning tips, and regulatory changes.
Trust Building: Consistently updated, high-quality content shows commitment to your clients' financial education.
Consistency: Develop a content calendar to maintain a regular posting schedule.


• Use various formats like articles, videos, and infographics.
• Encourage newsletter subscriptions for updates.

Note: Educational content builds authority. Maintain a regular posting schedule to engage your audience.

8. Clear Calls to Action

Calls to action (CTAs) guide users towards taking the next step, whether it’s contacting you, scheduling a consultation, or downloading a resource.

Effective CTAs: Make CTAs large, legible, and action-oriented.
Placement Strategies: Include CTAs at the top, middle, and bottom of pages. Avoid too many CTAs to prevent confusion.
CTA vs. CTV: Use both CTAs and Calls to Value (CTVs) to highlight benefits and prompt actions.


• Test different CTA designs and placements.
• Keep the message clear and direct.

Note: Clear CTAs drive engagement. Use prominent, action-oriented CTAs to guide users.

9. Mobile Optimization

With increasing numbers of users accessing websites via mobile devices, a mobile-optimized site is essential to provide a seamless experience.

Responsive Design: Ensure your site adjusts to fit the screen size of any device.
Mobile User Testing: Regularly test your site on various devices.
Mobile-first: Prioritize the mobile experience in every design decision.


• Keep important elements in the mobile version.
• Ensure clickable elements are easy to interact with.
• Test your site on different devices.

Note: Mobile optimization is crucial. Ensure your site is responsive and user-friendly on all devices.

10. Contact Information and Online Scheduling

Clear and easily accessible contact information, coupled with online scheduling options, enhances user experience by making it easy for potential clients to reach out.

Visibility: Place contact details prominently on every page.
Benefits of Online Scheduling: Allow clients to book appointments conveniently.
Integration: Seamlessly integrate scheduling tools into your website.


• Use reliable scheduling software.
• Highlight one primary contact method.

Note: Clear contact information and scheduling options improve user experience. Make them easily accessible to encourage client engagement.

These are the essential features every financial services website should have to ensure a professional, trustworthy, and user-friendly experience.

Implementing these tips can help you attract and retain clients, building a solid online presence for your business.

Ready to enhance your financial services website? Let’s Chat HERE!


Top 10 Must-Haves for Your Financial Services Website

  1. Professional Design: First impressions count; use cohesive color schemes and clear fonts.
  2. Intuitive Navigation: Simple, logical menus guide users effortlessly.
  3. Engaging Copy: Clear, persuasive content that addresses client needs.
  4. Testimonials and Case Studies: Build trust with real-world success stories.
  5. Compliance Badges: Display certifications to show industry adherence.
  6. Team Photos and Bios: Personalize your brand with high-quality team images and engaging bios.
  7. Educational Content: Regular blogs and resources establish authority and boost SEO.
  8. Clear Calls to Action: Direct users with prominent, action-oriented CTAs.
  9. Mobile Optimization: Ensure your site is responsive and user-friendly on all devices.
  10. Contact Information and Online Scheduling: Make it easy for clients to reach out and book appointments.