IMPORTANCE OF WEB DESIGN
Building an Effective Online Presence for Financial Services Organizations
Web site design and content are key drivers of the success of financial services marketing initiatives. No matter how effective marketing and promotional efforts are in driving qualified traffic to a web site, they cannot ensure that users will remain there long enough to make an informed decision about a company and its product/service offerings.
A well-designed, well-maintained web site accelerates the sales process by
- creating an appealing user experience and compellingly communicating a financial services firm's competitive advantage and customer benefits to its target audiences
- providing an easy and immediate way for interested parties to familiarize themselves with the firm, review its offerings and contact them for additional information.
Research shows that it takes only seconds for first-time Web site visitors to decide whether the site is worth the time for further exploration. Therefore, the "look and feel" of the site must specifically address a financial services firm's primary target market segments and support the brand attributes it wishes to communicate-e.g., professionalism, trustworthiness, attention to detail.
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This financial services marketing book by Suasion president, Jay Nagdeman, offers a fresh perspective on the marketing issues that impact the success of any financial services business.
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