Nowadays, when consumers spend the majority of their day logged on the Internet, financial institutions, like any business, are required to maintain an online presence.
But banks should not stop at merely being present in the cyberworld. With the need to compete, their websites must have the essential elements to capture consumers’ attention and maintain current customers. Web design must be appealing and utilize bold and contemporary visuals to provide their brand a competitive edge.
Here are five notable banks that have been successful in keeping that modern-flair attitude and extending it on their online marketing strategies.
1. Make Good Use of Landscape Imagery
South Valley Bank took to using the grand scenery of Oregon where it is based. The stunning imagery provides a sense of “locality” since it is quite fair to use the town’s beautiful landscapes for self-branding. The imagery changes whenever the page is refreshed.
The home page provides essential information that new visitors can easily navigate into and a link to the online page for existing customers to do personal transactions.
Johnson Bank indeed banks on visually appealing imagery of landscape and active shots of children and family. As this bank caters to a more upscale market, the simple but classic approach it took in choosing its web design is very much fitting.
Acknowledging the relevance of social media , the site offers its Twitter and Facebook pages. One unique feature of this site is the preference on the upper right corner to make the fonts bigger or smaller – how considerate for its older or visually challenged audience.
2. Create Modern-Looking Navigation
SalemFive still uses the traditional tabs and drop down menu which many are familiar with. It may appear exhaustive and complicated but this strategy will obviously bring a visitor straight to the page he or she is keen on checking out in just a click.
Nevertheless, like the previous two banks, it also offers a number of professionally creative shots that exude that sense of calm and security. And that is as it should be, because peace of mind is really what banking is about right?
3. Show the “Personal” Behind Your Design
Bank West has differentiated itself as the happy and quirky player in the banking industry in Australia.
Instead of using imagery that boasts of beauty and serenity, this bank chose funny characters such as a squirrel, sunflower, teddy bear and a dog to be its spokesperson.
I must say it works when it comes to brand retention as it is unquestionably unique.
Its website is pretty much straightforward too featuring the online banking page, a link taking you straight to the rates and fees and a search bar with the title”How can we help?”
In keeping with modern trends, this bank has an iPhone app on offer as well as Twitter and Facebook pages to check out.
4. Make Good Use of Color Branding
ASB uses its color heavily on its website. You will have no problem figuring that out with its very yellow home page (and we know from color branding theory that yellow is the color of sun and optimism).
Unlike other bank websites where the login page is tucked in a corner, ASB, a popular bank in New Zealand, places it right smack on the front, so there is no doubt that a big percentage of visitors are existing customers who want to make online transactions.
Also displayed is a calculator for foreign exchange as well as the current home loan rate which is critical nowadays for homeowners wanting to find a better deal.