9 Ways To Build Trust On Your Financial Website

Keep up with the very latest developments in the digital marketing world

By Phil Norris
on 9/3/15

Building credibility and confidence in your customers via your financial website is vital if you want to generate ROI for your business.

We’ve provided 9 ways you can build trust on your website, whether you are involved in peer-to-peer, accountancy, insurance, etc.

1. User Journey

If a user lands on your website and it has a confusing structure which ends up with them getting lost and not knowing where to go next, why would they stick around?

You need to ensure that the user journey on your website is optimised to allow customers to identify key information, and that customers can proceed without obstacles that impede the goal(s) you want them to complete.


HTTPS (Hypertext Transfer Protocol Secure) makes it difficult for others to track users by ensuring the data isn’t transmitted in plain-text format (which is easier to eavesdrop on).

This is a recommended tactic for financial websites as it will secure all logins and requests for personal information, helping you to create a secure website that users will trust.


3. Contact Information

Include your physical address and a phone number. For the latter, make sure this is not hidden at the bottom of the page; otherwise this makes it look like you’d rather customers didn’t get in touch via this method.

You could also include links to your social profiles and a map of your physical location to build confidence in your customers.


4. Case Studies

Potential customers who visit your website will place more trust in your other customer’s feedback than anything you have to say.

Include case studies that tell a story and make sure you include more than a simple “Thank you”. Consider using images and video to show the real people who have benefited from using your service.

5. Certifications

The savvier of your customers will know to look for certain certification based on the financial sector in which you operate.

This type of information can be included in an About Us section or on your homepage, and it is a good idea to link back to the provider to prove the certificate’s credibility.


6. Real People, Real Business

Many customers want to employ the services of a business that is more than a faceless organisation; they want to know that they are dealing with real people.

To show the real people behind your business, you can include staff profiles that include more than a name and actually tell a story about the role they play.


7. Show Off Your Press Coverage

If you’ve been featured in the press (for a good reason) it’s a good idea to tell your customers about it.

However, it’s advised that you link back to the original source to show that you have actually received coverage in the mentioned newspapers.

8. Blog

If you do have a blog make sure you include a method for users to leave comments and that you actively encourage this action. It’s a great way to build up an audience who is engaged with your financial brand.

The inclusion of author pages with pictures, bios and contact information including email and social profiles will also help to show the real people behind your business.

9. Professional Web Design

If you want customers to have confidence in your service, why choose a shoddy design that’s going to hinder their trust of your brand?

Clean and simple designs with good user experience are vital. Too many times websites look pretty but fail in user experience. Remember that your website should look good and do what it’s supposed to do.

If you have any other ways of building trust on a financial website, let us know in the comment box below.