Thursday, 19 April 2018

Information and commentary for the small business banking industry

Why a bank’s website needs to be credible and trustworthy

19 Mar

It seems obvious when you think about it, but building and maintaing a website that provides peace of mind for their small business customers isn’t top of many bank’s priorities. But it should be.

It’s not just that the handling of finances is involved; small business owners rely on their bank’s website to provide guidance and advice.  So what can you do to make sure that the small business section of the bank’s website is not only secure, but reassures its small business customers that it’s also credible and trustworthy?

1. Contact details

The lack of proper contact information is one of the biggest factors that influence visitors to your website to turn around and leave. It’s also one of the key features that they’ll look for when they want to move forward with an enquiry,  request data or respond to a trial offer.

Proper contact information increases trust and encourages enquiries. If your customers can’t engage with you, they’re not likely to trust much else of what you say. When a business doesn’t share its physical address and other contact information, and forces contact through a form, their audience is left wondering who’s behind the business and how you’re supposed to engage with them.

2. Who you are – putting faces to names

In order to give your bank a human face that reassures your small business customers that they’re dealing with real, empathetic people, it’s essential to include your team on the About Us page. They’ve located the contact details for your small busines advisors, but being able to see their smiling faces increases the level of trust and credibility your small business customers will experience.

Using a standard-issue boilerplate for your About Us page does little to boost the bank’s credibility and build trust with their customers.

3. Customer testimonials

This is where customer case studies are critical. If you’ve got customers who are running profitable small businesses, the chances are very good they’ve got some good tales to tell about their path to success – and the bank is going to feature heavily in those stories. When your customers are telling their own story, in their own words, it doesn’t come across as sales-y. Which means your audience is probably going to pay more attention to it and trust it – it’s a great word-of-mouth method.

These are just some of the ways you can build trust and credibility using your website. But they’re the most fundamental; there’s a lot of research confirming these are the top priorities for visitors to any website, especially one that’s selling products and services.

Building strong relationships with their small business customers should be key for any bank, and gaining their trust and enhancing credibility are critical factors.

Here at TSBC, we’re experts in optimizing your website so you can gain and build trust and credibility with your small business customers. Contact us to find out more.

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