FinTech brands face challenges in establishing credibility in the industry. Apart from that, they also need to back up their trustworthiness with a social proposition, which goes beyond profit-making initiatives. And it doesn’t stop there either. FinTech start-ups also need to create a stand-out brand for business growth and customer loyalty for the long-term.

In terms of digital marketing, a single-page website and a few social media profiles here and there are no longer sufficient to attract prospective customers. Startups that are on the cusp of raising their first round of funding or establishing strategic partnerships with big names need to craft a polished website that matches their ground-breaking technology; positioning them as a leading tech brand.

Understanding the Goals of Brand Website

It is important to figure out the purpose of the website; whether you want to design it from scratch or re-design it to include some crucial selling points. Is the business offering a product that will permanently disrupt the industry? Is the brand looking to showcase its growth in terms of client acquisition or Assets under Management (AUM)?  Does the brand want to make the client onboarding process easier? Such questions need to have definite answers.

Knowing the brand’s investment philosophy and core strategies to manage funds will help figure out the exact elements that need to be incorporated in the website.

Include Specific Taglines and Calls-To-Action

What this essentially means is that you need to have a clear and visible value proposition. The homepage shouldn’t leave any doubts about what the brand is all about. FinTech brands have a habit of making their messages and UX/UI interfaces a little complex, rather than easing the experience for consumers.

Take the example of the website of N26. N26 is a mobile banking facility, which uses the catchphrase, “Run your entire financial life from your phone.” The homepage contains concise and specific CTAs, which are cleverly created to bring out the negative aspects of the banking industry, such as long waiting hours, queues and time-consuming formalities. They have actually included images of their mobile interface, in place of the smiling faces that banks and other financial institutions regularly put up on their product ads; they do not mean anything in terms of value proposition. N26, in contrast, manages to inspire trust and curiosity at the very least.

Create Detailed Guides on “How to Use”

You need to show what your platform does and how. For instance, if you have an app for micro-investments, then create extensive guides on the features and how it works. Break down the tutorials into steps for easy understanding. Consider using explainer videos by your product or tech team, wherever necessary. Include high quality screenshots of different features of the product too.

An important marketing message that needs to be conveyed here is how safe the platform is. Big financial players have a reputation of trust, but startups still need to build credibility. Showcase your security credentials and the protocols you have put in place. A FinTech startup needs to be synonymous with clarity and safety regarding its product features. It needs to assure customers that their inboxes will not get spammed, just because they wanted to get some information. Remember, when it comes to security over design or accessibility, the former always has the upper hand.

Include Educational Content

A brand that is trying to be an industry pioneer needs to establish itself as a thought leader. To ensure that the target audience does not feel out of their depth, place plenty of educational material on the website. These content pieces should be search engine optimised, driving traffic to the website. For that, share these articles on other social channels as well.

Have an “FAQ” style section to address any questions potential customers might have about important terminologies. Publish credit reports or reports connected to the tech industry. You could include something like an “investment calculator” to help clients make informed financial decisions. Include a blog, with regular inputs from team members and other specialists. FinTech is all about empowering customers and facilitating financial inclusion.

A Mobile-Friendly Website

One of the first steps towards pure digital transformation is mobile accessibility. Almost all brands in the industry are providing intuitive interfaces and beautiful UX designs, so the bar is already set quite high. Easy login is the need of the hour as are the security standards. Websites like ABN AMRO have scored high on active listening and clear communication. They have also done well to maintain consistent branding across all platforms and devices. Aesthetic use of colours and fonts are plus points in this effort.

We are in an age of rapid transformation in the financial arena. It is not the big legacy institutions but FinTech startups that have leveraged the power of data analytics, internet penetration and mobile technologies to solve day-to-day problems of consumers. To continue on the path of growth, website designers, apart from being innovative creators, should also be able to listen to people. They need to make complex technical architecture simple for the end-users, while also ensuring regulatory compliance.