The main objective of each digital marketing strategy is to attract as many potential customers to your bank website as possible. All the efforts are put into reaching this objective and sometimes it’s not quite clear that increased organic traffic automatically translates into increased revenue. That is, if a person opens a certain website there is no guarantee that they are becoming a customer. Therefore, the main goal of every marketer should be to turn bank website visitors into customers. One of the tools that can come in handy in this process is adding call-to-actions – CTAs to some of the pages. CTAs should bring the visitor closer to conversion or prompt them to take action. Not only it is important to include a CTA on your bank website, but it’s also crucial to understand how to use them effectively in order to increase conversions and customer retention.

 

What is a Call-to-Action or a CTA?

First things first – let’s get to the bottom of the principle of a call-to-action. After getting your potential customers to land on your website it’s very important that you lead them in the direction of selling your products or services. Not everyone who visits your website is ready to buy immediately or will follow the steps that you anticipated. For that reason, providing them with proper navigation and taking them where you want them to go should be your number one priority.

The call-to-action element is used for this purpose. CTA is what encourages your potential customers to take a specific action. Simply put, the CTA tells the customers what action to take and how to take it. These elements can be very straightforward and direct such as text blocks reading “BUY NOW” or they can present a message in the form of a longer explanation. For example, “Want to get access to your bank account from any location? – Try our online banking app for FREE”. Both types of call-to-actions can be effective if used appropriately.

 

Most Commonly Used CTAs for Bank Websites

Unlike e-commerce websites that sell specific products, bank websites can be a bit more complex when it comes to sales. Banks usually provide different types of services and in some cases products, so the types of CTAs used in bank websites are not the same as those in e-commerce. For instance, it’s easy for a clothing brand to simply add a link to their shop page, but bank websites often have the need to direct the customer to an offline resource. 

In that sense, the most common CTAs used by bank websites are:

  • Contact Us – one of the best ways for banks to acquire customers is through direct contact with the staff. So, most banks use this type of CTA that links a ‘contact us’ form or page in order to get in touch with their potential customers where they would get the human touch. 
  • Get More Information – creating several pages with resources can help your visitors get more information about the services you offer. 
  • Email/Contact number – another way to use a CTA is to link a contact number or email from the appropriate person in your team who could guide your customers in the right direction. 
  • Locations – in line with the best local SEO practices, creating a CTA with links to the locations or branch page would be very useful for your potential customers in order to find the bank near them.

 

Examples of the Most Effective Bank Website CTAs

There is nothing wrong with using the general call-to-action elements that we have mentioned, but if you would like to go the extra mile and stand out you should get creative. Or use some of the already existing but more effective bank website CTAs, such as:

  • Offer online application – Place a CTA on your home page that prompts the visitor to create their bank account online or apply for a loan there instead of having to do this in your branch. 
  • Implement product wizard – This type of CTA should lead to a short questionnaire where the visitor should answer a series of questions and based on their answers it should suggest the best type of loan or mortgage that is suitable for them. 
  • Add a personal touch – Consider making a profile of one of your staff members which could also be a customer service representative with their image, contact details, and create a CTA where the visitor can schedule a call with them or leave a message.

 

Finally, there is no going wrong with adding a call to action on your bank website. Whether you choose to include simple CTAs or experiment with other ideas the main purpose is to help the visitor find what they are looking for. And let’s be honest, return on investment is what any business owner has in mind and without conversion, all marketing efforts are in vain. So, make sure to have the CTAs as the main element of your bank website design.