Things to avoid in website development for fintech
To follow on from my last post which looked at How to plan your fintech web design project, I would like to tell you about the things to avoid in website development for fintech startups.
It would be very easy for me to just list the items and then let you work it out because they are so seemingly obvious, it’s ridiculous when they are absent. However, for the sake of sanity, let’s list explain and hopefully cure some website ailments.
The following items are listed in no particular order:
Lack of a search box
Believe it or not, many websites have a lack of a clear or working search box. Around 30% of your website visitors will look to utilise the search function to find a product or information relevant to them.
Many CMS websites such as WordPress and Joomla have search in most front end themes both premium and free. WordPress has a plugin catalogue that has a number of search enhancers for WordPress themes and websites. Ensure you have one, a lack of search facility could mean a loss in custom.
So many website developers overlook the humble breadcrumb. The focus is to be responsive and has your mobile menu as well as your desktop menu. But breadcrumbs are important for many reasons and we see them constantly on e-commerce websites.
Catalogue hierarchy utilises them for example, Menswear>Trousers>Summer is an example of how we see the breadcrumb and use it all of the time. So why not use it to let your users know where they are and where they’ve been on your website pages?
It’s commonly questioned as to whether or not there is SEO benefit for them, but I like them involved in web design projects. Remember, your website is about your customer's experience and not you. You may not care if breadcrumbs are present but your all-important customers may just be the opposite.
Poor Design and User Experience
User experience, the bogey phrase for web designers. Get this wrong and your project could be over before it’s even built. There are countless blog posts and videos that cover this subject so make sure you really focus on who and how your website will be used. Build your buyer personas, if you have the budget, get feedback from them on your plans, pre-build.
Poor design will lose your customers and credibility. No business worth its salt would deliver a website to its potential customer base with inconsistent fonts, overly busy page design without negative or clear space so the eye can absorb the content easily. No. You need clear designs, my preference for white space is my own choice but always works well and the fonts should be professional and ensure they work on all browsers.
It would be a shame to complete your design and find out that what works in Chrome doesn’t work so well in Safari.
Ban Automated Music
Whilst it may seem a really good thing to load your company’s promotional video into your homepage slider with full sound effects, or in a pop-up. It may not be the best thing for you to do.
Imagine you were sitting quietly in your corporate office doing some research for a new supplier and boom, out of nowhere loud music starts playing, your sales guy launches into his pitch or update and your potential customer, well in shock he forgot how to turn you down and exits the website.
Video and automated music are very intrusive on website homepages as the user hasn’t got a choice as to whether or not they listen. Try and leave the video to landing pages or place them below the fold if they really need to be there.
Just do us all a favour, leave your fist pump music out of the equation.
No responsiveness to mobile
Mobile responsive or adaptive websites are the norm now. There really isn’t any need for separate mobile and desktop experiences as we’ve accepted responsive design as the common solution.
At Modedaweb we work with a mobile-first approach to web development projects which has its detractors and supporters in the industry. With more and more people accessing the mobile internet it’s inevitable that web design will end up looking the same. It will all be about what works.
Look at most websites in Fintech, parallax design with main image slider and responsive theme. You can sum up web design in this industry pretty easily, the basics are all the same.
However, my advice is not to now try and buck the trend and come up with something completely different. Ensure your website is responsive and if your developer can’t deliver find a new one or buy a premium theme.
Failing to put communication points in several easy to find places
This is a really frustrating part of web development and design projects. Either being too secretive or being unclear on where and how website visitors can get in contact with you.
You’re running a business and enquiries are part and parcel of that. If there is a support number make it clear and easy to locate and be visible. Customer service is a massive part of a potential client’s buying decision. The easier you make that, the better it is for the business.
If support is done on social media, make that known and if it’s by email, wherever a product or service is promoted, add that contact point, even if it’s live chat.
Failure to convert
Failure to convert is one of the biggest things in website development for fintech to do. Your business is blossoming in the fastest growing and well-funded industry in the world. So why build a website that doesn’t convert the traffic.
- Calls to action - Make sure you compel your visitors to take action once they are on your website. Examples of calls to action are Start selling today on marketplace websites, See what's next on music and video sites and Sign Up here on generic websites for newsletters. Be imaginative but to the point and the visitors will take action.
- Landing Pages - Build your landing pages up with content or brochure offers, whatever content you have of value, gate it and collect data in exchange.
There are a number of ways to convert traffic and whilst I mentioned this earlier, take a look at this post to find out more about that.
Outdated information/Stale Content
You’ve built your website, but don’t write the text once and leave it for eternity. Your messaging may only be relevant for a few months at a time, especially in growing Fintech companies. Your products and services can alter at any minute so make sure your website content tells the right story.
If your practice of SEO isn’t good, learn. You don’t need to be whizzkid to optimise your WordPress websites. Plugins like Yoast and WordPress SEO will guide you through the process and Yoast's onpage.org website helps further train you.
Make sure you consider and pre-plan your URL’s or website page names, utilise long-tail keywords for your blog posts, make sure your images have relevant alt tags in the code and your meta descriptions are accurate for the content of your pages.
If you don’t attempt any of this or hire a professional, it’s pointless building the website in the first place.
No social media links
This is my final point. Nearly every business has some social presence, ensure your website visitors can find your links wherever they are.
My tip is to have them displayed clearly in your header and footer and if you have a well-placed newsletter signup form, add the social icons underneath there too.
You can never cover all of your bases when building a website, but these things to avoid in website development for Fintech I've just covered should surely point you in the right direction.