The most forgotten piece of a website redesign is content strategy. Financial Institutions will hunt for the best web designer and developer, they'll review design after design for their new website, but oftentimes won't think twice about content. But a site's long-term performance isn't determined by looks alone, it hinges on the strength of its content strategy. From the technical SEO strategy to the words on the page, all the way through to compliance approval, here's what it takes for a successful bank or credit union website.
URLs should be clean, consistent, and keyword-relevant. That means avoiding strings of random numbers or vague labels like /page1 and instead using meaningful, readable paths like /personal-checking or /auto-loans. These not only help with rankings but signal professionalism and clarity to your users.
Using our previous example, your URL structure would end up looking like this:
www.creditunion.com/personal/deposits/checking/rewards-checking-accounts/myhighyield-checking
That version looks less important to a search engine than the shorter, cleaner version: www.creditunion.com/high-yield-checking-account
Once your SEO strategy is in place, it’s time to write, but effective website content for a financial institution requires more than just solid writing skills. Your content writer must be able to translate complex financial information into clear, user-friendly language, all while aligning with your brand voice and integrating the SEO strategy you just built.
Your content writer needs not only strong writing skills, but also an understanding of financial products and services. Your content should utilize your brand voice, highlight the most enticing features of your products, speak at the level of your customers or members, and understand where disclosure text will be needed. Compliance and legal will still need to write and approve disclosures, but having a writer with this understanding can save a lot of time and headache.
Your content writer should also have a strong understanding of the user journey. The words on the page should speak to where on the journey your users are, and it should pull them in to take the next step. Your content needs to give the user what they want right away (like rates and fees) so they don't have to dig, but it should also jump right into what makes your checking account the best account for them.
Once the content is written, someone has to actually build the pages. But who? Your developer typically provides either a structured template or drag-and-drop pieces for a more flexible approach, but either way, someone has to put those pieces together and get your content on each page.
Someone needs to choose each layout component, format your text, select and add images, insert disclosures, and check it all for ADA compliance, SEO best practices, and screen optimization for all screen types/sizes.
This stage can be a significant lift that takes an hour or more per page. It also requires someone with access to the CMS, familiarity with the site’s structure, and an eye for detail. Without the time, tools, and know-how, this step can quickly derail timelines and frustrate teams.
Now that everything is put together, your subject matter experts need to review it all for accuracy. This means your consumer loan manager might have dozens of pages to look over, and then it's time for compliance. If you haven't been working with your teams throughout the content stage, you might end up with multiple rounds of revisions, clarifications, and questions. This stage can significantly delay your timeline if you haven't prepared everyone properly and factored approvals into your process.
Phew! Overwhelmed yet? Don't worry, FI GROW Solutions can do all of this for you.
From building a search-optimized content strategy to writing in your brand voice, building every page, and structuring the project to include compliance and team reviews, our team handles the heavy lifting so yours doesn’t have to. We specialize in content for banks and credit unions because we understand the regulatory landscape, the user expectations, and the nuances of your products.
If you're planning a website redesign, we're here to help you launch a site that's not only beautiful, but built to perform.
Let’s build a smarter website together.