Your bank offers so many services and products – how do you know what to feature on the prized location of your homepage?

Let’s face it: most people go to their bank’s website for online banking. For current customers and prospective customers, they often look for other features and services.

Working with LRS Web Solutions' professional web developer (with decades of experience in bank website design), you can get expertise into the most commonly searched terms on bank websites. Adding these to your bank’s homepage can improve users’ website experience and maintain a good impression of your bank overall.

We did a quick survey of the Google Analytics of our banking and credit union website clients’ to see what their customers have searched for in the past year.

Here is a list of the top searches on bank websites:

1. Rates and CD rates *** - People want to invest! Be sure to have your featured rates front and center.
2. Zelle *** - Electronic payments are all the rage. If your bank doesn’t yet offer any, make it a priority this year to add these services and put Zelle on your list. It is a popular search.
3. Routing number ** - People need the routing number! Place it in several prominent positions on your homepage – some banks put it in the footer of every page.
4. Order checks: Paper checks aren’t dead yet! While you may not want this on your homepage, make sure you have a page devoted to ordering checks with phone numbers or external vendors. Here’s another place where your routing number will be helpful to add.
5. Mortgage rates * - As mortgage rates fluctuate, home buyers are watching closely. Keep these prominent.
6. Hours ** - It’s always a good idea to let customers know when you’re open. Especially if you have a lot of locations with varying hours, make sure you have each location’s hours prominent and accurate. Don’t forget to distinguish between lobby and drive-through hours as well as Saturdays.
7. Debit card – Debit cards are among the most popular products. Underscore your bank’s unique debit card features, have clear and quick actions to turn them on/off if a customer suspects fraud.
8. Atm * - If your bank has ATM locations, make sure your customers can easily locate one. These searches are especially important for mobile users, who may be looking to withdraw cash while out and about.
9. Auto car loan rates – Like mortgage, auto loans are popular. They’re another great rate to put front and center on your homepage.
10. Careers - Are you adding to your banking staff? A quick link to your careers page can help bring in applications.

Other popular terms: login, hours, wire transfers, IRA, skip a payment.

Why Homepage Optimization Matters

Ensuring your homepage and website content meet the user's needs can improve their overall experience of your bank website and by extension, improve their opinions of your bank. It's about building trust with your customers and showing them you understand their needs. Your website is a critical part of your brand experience and you will see the ROI in your investment.

If you can't squeeze all these terms naturally onto your homepage, make sure that the details for these terms are on popular pages and promote them often. 

By making popular content easy to find, you strengthen your bank's repuation as a modern, customer-focused institution. This will lead to more loyal customers, more online account openings and increase in customer satisfaction.

Keep your bank website user friendly to keep your current customers satisfied with their banking experience and telling their friends and family. Your customers’ digital experience with your bank impacts their opinion of your bank overall. Keep it fast, easy and modern, and you’ll reinforce the positive experience people get from a face-to-face interaction with your staff or call center.