The content on your website should solve the problems that your potential customers need help with.
Let's look at a few content formats you can use to help convert site visitors into customers.
Bite-size chunks of how the real world affects financial services and vice versa. By using the keyword search ranking for your sector as an integral part of your blog posts, you can capture visitors searching for a solution to their problem.
These posts need to be regular, bright and engaging. They should encourage people to look deeper into your site. Internal links discourage your visitors from taking their new know-how elsewhere and can take them directly to your services or guides.
Promote your blog through your social media platforms, making sure you use bold and attention-grabbing images and intriguing headlines to encourage a click-through. They're called "click-bait titles" for a reason; as long as they apply to the topic, they work.
Keep them up to date
Make sure they are still relevant and compliant with current regulations, updating if need be.
How-to Guides and Articles
Financial services can be difficult to understand for new users, and more experienced buyers may want in-depth, long-form information to help them make buying decisions.
Provide multiple versions of the same content, so on screen and a downloadable PDF version. Don’t do this for every page on the site, but just your good educational material.
Ebooks and PDFs
Articles are a great way to deliver a more in-depth experience. Visitors can read blog posts in a couple of minutes; an article might take a coffee break; an ebook half an hour over lunch. These varying lengths of content and detail appeal to different levels of knowledge and experience. By putting them behind a sign-up form, you can also judge what stage of the buying process visitors are at and proceed accordingly.
Back to solving problems for the visitor, some financial terms and services will be unfamiliar. A plain-English glossary can be useful in demystifying the topic and help assert your authority. This should be a page in its own right and be incorporated into articles with links back to the relevant term that can be popped into a new window.
Tool tips can also be used, so if you mouse over the term a comment will appear explaining it. This also serves to keep the visitor on the page instead of sending them away to look up what you're talking about somewhere else.
People like visual content
YouTube is now the second most searched website after Google. Video content stays with people longer than the written word. Embedding short explanatory videos into your content will help make it more interesting and memorable. Videos don't need to be fancy or over-produced; simple animations and infographics can work too. There are now also live video options on both Facebook and YouTube so you can go live in front of an audience. These “lives” can be a great way to build interaction with an audience or used as an Ask Me Anything (AMA). If you use Facebook Live, these can be recorded and then uploaded to YouTube as video content.
This content can then be embedded in site pages so your content will get more reach and will work that much harder for you.
A Call To Action form is how you get to know your customers and can be tailored to each of the content elements on your site. A non-intrusive pop-up for visitors reading your blog or a sign-up form to give them access to your long-form articles will provide you with valuable data. The better you get to know your customers, the more value you can offer them. One useful tip for CTAs is to ask for first name and surname in different fields. Some people respond best on a first name basis while others may prefer the formality of titles and dislike what they see as over-familiarity.
Two to avoid
As much as there are significant content options and there is no such thing as bad content, there are such things as bad content experiences.
CTAs (Call To Actions) are a great tool to generate leads but remember up to 60% of Google searches now come from mobile devices. Make sure you check any popups on your mobile as sometimes they load bigger than the actual screen and then you can’t close them. This will make it impossible for users to then go on and use the site as you want them too. So always check.
People like videos but sound blaring out suddenly - disturbing an office, train carriage or sleeping child - much less so. Auto-play is not helpful, it's intrusive so let the visitor hit “play” themselves. Another lesson here we found that most people now watch the video with the sound completely off so do make sure you include subtitles.
As you can see, there are lots of ideas and content types you can deploy in your business - do consider multiple content formats to ensure you give your site visitors the content they need in the medium they want to consume it.