How do the UK banking websites rank for Inbound Marketing

How do the UK banking websites rank for Inbound Marketing

How do UK banking websites rank for inbound marketing

So as I stated in my last article, I didn’t know how well the UK banking institutions would stack up when their most public asset, their website, came under close scrutiny. I’ve shouted that Inbound Marketing is something all financial institutions should grab with both hands but lets take a look at just how their websites fared under the inbound focus.

We judged the websites on the four key elements that the Hubspot website grader sets out which are Performance, Mobile Responsive, SEO (ranked out of 30) and Security (ranked out of 10). For many that jump in and use the grader, security is based on the presence or lack of an SSL Certificate which we feel all financial websites should have and that google clearly states is now a ranking factor in their algorithm.

How Does our Website Rank

So as we are providing the data, we think it best to show how our own website ranks and it’s pretty good, we didn’t have an SSL certificate at the time of writing this post however we have since purchased one and will be looking forward to a new ranking figure. However we wanted this to be transparent and therefore I thought it best to stick to the original figures.

how-do-the-uk-bank-websites-rank-using-the-hubspot-grader

[fusion_builder_container hundred_percent=”yes” overflow=”visible”][fusion_builder_row][fusion_builder_column type=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”no” center_content=”no” min_height=”none”][skill_bar percentage=”17″ title=”Performance 17″]
[skill_bar percentage=”30″ title=”Mobile 30″]
[skill_bar percentage=”30″ title=”SEO 30″]
[skill_bar percentage=”0″ title=”Security 0″]

[skill_bar percentage=”77″ title=”Overall Score 77/100″]

How The UK Bank Websites Rank

We are going to break out the results so that the main banks are separated from the challenger banks. This should enable you to see generally who is better at what, ranked against the financial institutions in their peer group.

MAIN BANK WEBSITE GRADER REPORTS

santander-website-anlysis-for-inbound-marketing

Banco Santander

[skill_bar percentage=”19″ title=”Performance 19″]
[skill_bar percentage=”30″ title=”Mobile 30″]
[skill_bar percentage=”25″ title=”SEO 25″]
[skill_bar percentage=”10″ title=”Security 10″]

[skill_bar percentage=”84″ title=”Overall Score 84/100″]

Natwest-website-analysis-for-inbound-marketing

Natwest Bank

[skill_bar percentage=”21″ title=”Performance 21″]
[skill_bar percentage=”30″ title=”Mobile 30″]
[skill_bar percentage=”20″ title=”SEO 20″]
[skill_bar percentage=”10″ title=”Security 10″]

[skill_bar percentage=”81″ title=”Overall Score 81/100″]

rbs-website-analysis-for-inbound-marketing

Royal Bank of Scotland (RBS)

[skill_bar percentage=”21″ title=”Performance 21″]
[skill_bar percentage=”30″ title=”Mobile 30″]
[skill_bar percentage=”20″ title=”SEO 20″]
[skill_bar percentage=”10″ title=”Security 10″]

[skill_bar percentage=”81″ title=”Overall Score 81/100″]

nationwide-website-analysis-for-inbound-marketing

Nationwide

[skill_bar percentage=”24″ title=”Performance 24″]
[skill_bar percentage=”30″ title=”Mobile 30″]
[skill_bar percentage=”25″ title=”SEO 25″]
[skill_bar percentage=”0″ title=”Security 0″]

[skill_bar percentage=”79″ title=”Overall Score 79/100″]

lloydsbank-website-analysis-for-inbound-marketing

Lloyds Bank

[skill_bar percentage=”21″ title=”Performance 21″]
[skill_bar percentage=”30″ title=”Mobile 30″]
[skill_bar percentage=”15″ title=”SEO 15″]
[skill_bar percentage=”10″ title=”Security 10″]

[skill_bar percentage=”76″ title=”Overall Score 76/100″]

halifax-website-analysis

Halifax

[skill_bar percentage=”9″ title=”Performance 9″]
[skill_bar percentage=”30″ title=”Mobile 30″]
[skill_bar percentage=15″ title=”SEO 15″]
[skill_bar percentage=”10″ title=”Security 10″]

[skill_bar percentage=”64″ title=”Overall Score 64/100″]

hsbc-bank-website-analysis-for-inbound-marketing

HSBC

[skill_bar percentage=”19″ title=”Performance 19″]
[skill_bar percentage=”0″ title=”Mobile 0″]
[skill_bar percentage=”20″ title=”SEO 20″]
[skill_bar percentage=”10″ title=”Security 10″]

[skill_bar percentage=”49″ title=”Overall Score 49/100″]

barclaysbank-website-analysis-for-inbound-marketing

Barclays Bank

[skill_bar percentage=”19″ title=”Performance 19″]
[skill_bar percentage=”0″ title=”Mobile 0″]
[skill_bar percentage=”15″ title=”SEO 15″]
[skill_bar percentage=”10″ title=”Security 10″]

[skill_bar percentage=”44″ title=”Overall Score 44/100″]

MAIN BANK WEBSITE SUMMARY

So the scores are in and surprisingly some of the banks score pretty low. This is really bad for Barclays and HSBC as for banks of this size, this particular piece of the puzzle should be seen as the promotional tool of choice for customer engagement. That should ensure that the correct focus and management of the website is seen as number one priority on the to do list.

The main point if this article is to point out that the relationship between bank and customer/client will most likely be built off of the interaction from the website, so things like content, the customer journey how accessible it is from a mobile device all of the things that make your journey on that website a pleasant and rewarding experience.

Sure the many business development officers and events marketing teams play a huge part in on-boarding clients for the bank, but you rarely see a bank put on an event for the regular current and savings account customers.

Banks of this size and stature shouldn’t dismiss the opportunity that inbound marketing can and will play in this space going forward. A full cohesive strategy consisting of content, email and social media built off of the website or blog platform will become essential as the change in the expectancy of the customer drives decision making more and more.

Offers of £50 – £100 to quit your bank and move to us aren’t going to keep customers moving, those people good with their finances won’t see this as an effective carrot. Customers want to be educated, they will ask the questions, how safe is my deposit? What are your investment strategies? Are they ethical?

Businesses will want to know why they should bank with your institution and as the start up industry gets headed up by ever younger entrepreneurs, think about where they are, what are their habits, where do they find the information that educates them about their purchasing decision. This is a transaction without doubt, they will want the best return and the big banks need to understand and accept this, if you don’t want to operate your marketing in this fashion, the challenger banks will adopt it and they will start to take the big accounts.

So let’s take a look at the challenger banks, who’s looking to disrupt the space other than the e-funding businesses like crowdfunding.com et al.

CHALLENGER BANK WEBSITE GRADER REPORTS

tsb-website-analysis-for-inbound-marketing

TSB

[skill_bar percentage=”24″ title=”Performance 24″]
[skill_bar percentage=”30″ title=”Mobile 30″]
[skill_bar percentage=”30″ title=”SEO 30″]
[skill_bar percentage=”10″ title=”Security 10″]

[skill_bar percentage=”94″ title=”Overall Score 94/100″]

securetrustbank-website-analysis-for-inbound-marketing

SECURE TRUST BANK

[skill_bar percentage=”21″ title=”Performance 21″]
[skill_bar percentage=”30″ title=”Mobile 30″]
[skill_bar percentage=”30″ title=”SEO 30″]
[skill_bar percentage=”10″ title=”Security 10″]

[skill_bar percentage=”91″ title=”Overall Score 91/100″]

thecooperativebank-website-analysis-for-inbound-marketing

The Co-Operative Bank

[skill_bar percentage=”24″ title=”Performance 24″]
[skill_bar percentage=”30″ title=”Mobile 30″]
[skill_bar percentage=”20″ title=”SEO 20″]
[skill_bar percentage=”10″ title=”Security 10″]

[skill_bar percentage=”84″ title=”Overall Score 84/100″]

aldermore-website-analysis-for-inbound-marketing

ALDERMORE

[skill_bar percentage=”21″ title=”Performance 21″]
[skill_bar percentage=”30″ title=”Mobile 30″]
[skill_bar percentage=”30″ title=”SEO 30″]
[skill_bar percentage=”0″ title=”Security 0″]

[skill_bar percentage=”81″ title=”Overall Score 81/100″]

tescobank-website-analysis-for-inbound-marketing

Tesco Bank

[skill_bar percentage=”21″ title=”Performance 21″]
[skill_bar percentage=”30″ title=”Mobile 30″]
[skill_bar percentage=”30″ title=”SEO 30″]
[skill_bar percentage=”0″ title=”Security 0″]

[skill_bar percentage=”81″ title=”Overall Score 81/100″]

marksandspencer-website-analysis-for-inbound-marketing

Marks & Spencer Bank

[skill_bar percentage=”24″ title=”Performance 24″]
[skill_bar percentage=”30″ title=”Mobile 30″]
[skill_bar percentage=”20″ title=”SEO 20″]
[skill_bar percentage=”0″ title=”Security”]

[skill_bar percentage=”74″ title=”Overall Score 74/100″]

virginmoney-website-analysis-for-inbound-marketing

VIRGIN MONEY

[skill_bar percentage=”19″ title=”Performance 19″]
[skill_bar percentage=”30″ title=”Mobile 30″]
[skill_bar percentage=”10″ title=”SEO 10″]
[skill_bar percentage=”10″ title=”Security 10″]

[skill_bar percentage=”69″ title=”Overall Score 69/100″]

clydesdalebank-website-analysis-for-inbound-marketing

Clydesdale Bank

[skill_bar percentage=”16″ title=”Performance 16″]
[skill_bar percentage=”30″ title=”Mobile 30″]
[skill_bar percentage=”20″ title=”SEO 20″]
[skill_bar percentage=”0″ title=”Security 0″]

[skill_bar percentage=”66″ title=”Overall Score 66/100″]

sainsburysbank-website-analysis-for-inbound-marketing

Sainsburys Bank

[skill_bar percentage=”19″ title=”Performance 19″]
[skill_bar percentage=”30″ title=”Mobile 30″]
[skill_bar percentage=”5″ title=”SEO 5″]
[skill_bar percentage=”10″ title=”Security 10″]

[skill_bar percentage=”64″ title=”Overall Score 64/100″]

shawbrook-website-analysis-report-for-inbound-marketing

Shawbrook

[skill_bar percentage=”24″ title=”Performance 24″]
[skill_bar percentage=”0″ title=”Mobile 0″]
[skill_bar percentage=”25″ title=”SEO 25″]
[skill_bar percentage=”10″ title=”Security 10″]

[skill_bar percentage=”59″ title=”Overall Score 59/100″]

metrobank-website-analysis-for-inbound-marketing

Metro Bank

[skill_bar percentage=”21″ title=”Performance 21″]
[skill_bar percentage=”0″ title=”Mobile 0″]
[skill_bar percentage=”10″ title=”SEO 10″]
[skill_bar percentage=”10″ title=”Security 10″]

[skill_bar percentage=”41″ title=”Overall Score 41/100″]

 CHALLENGER BANK WEBSITE SUMMARY

So the challenger banks achieved better scores generally over the bigger or traditional banks. Whilst the group is bigger the scores were higher and it shows that those businesses are focused on their digital appeal at least on the factors that Hubspot have set out.

The general trend you can see is that the challenger banks definitely need to invest in those SSL certificates we talked to earlier in the post, if they are installed then these websites would be scoring massively better than their traditional rivals. What I’d like to see is these banks really move into positioning themselves as banks of choice not solely by relying on their “brand name” but by becoming financial institutions that focus on educating their potential customers using the inbound marketing methodology.

I’d like to see these institutions delivering content not selling their or promoting their products but educating people about the pluses of saving, the longer term benefits of keeping up with payments on the credit card. Talking about how to approach your bank when things get hard and what those processes are. Talk about how you can help guide people through rough times. If I was a customer in some financial difficulty and my bank had a blog that spoke about the pain I was in and how they could help me get through this, surely I would become an advocate of that bank and who better to promote you other than your own customers.

This isn’t all you can use inbound for, the lead management lifecycle is something to discuss, but on another post. What you really want to use the websites for has already been discussed, people don’t want to be sold to anymore, but banks rarely grab a real understanding of what the customer needs. The first choice seems to be to go to the national press or the television and generate an ad. A clear sign of old school marketing in a new world marketplace.

Education is the key to ongoing relationships, content that is relevant and contextual to me at the right time is what I want to see from my bank. It doesn’t give it to me, I can tell you that much but how much better would it be if banks focused on the longer term relationships rather than reward based interactions.

All of this information is relevant and timely, but banks, both traditional and challengers alike really need to get to grips with what the customer wants rather than what they feel the customer needs.

[wpcb id=”1″]

[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]

Paul Sullivan
No Comments

Leave a Comment: