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Three Ways Financial Firms Can Build Trust with a Better Website Experience

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Money can be an uncomfortable topic of conversion for most people. They can be apprehensive, confused, and a little embarrassed, but it is also one of the most important conversations they’ll have in their life. The financial firm that can combat those feelings and instill a sense of security in their customers will be the one that wins business. Since most financial firms follow similar models, this differentiator can make or break a business.

Your prospective clients won’t work with you unless they like you, trust you, and know you are legitimate. And in this day and age, when someone hears about a financial firm the first place they will go is the website. The term “website” can be misleading, because websites are so much more than they used to be. It is someone’s first interaction with your business, and it is typically the only impression you will get to make before a prospect makes their decision. It needs to check those three boxes in order to convert them from a site visitor to a client. Does your site make visitors like you, trust you, and see you as legitimate? In this article, we will dive into how you check those boxes and optimize your site to work better for your business.

Being Likable

Your site shouldn’t feel like a site, since they’re so much more than they used to be. It should be you. Visitors should have the autonomy to accomplish goals and get the information they want. The copy should speak how you speak. The imagery should be real. Filling your site with little snippets of personality will establish that friendly persona that your consumers will find likable and human.

No one likes a phony. Especially not a phony who they may be entrusting with their life savings. Simply using a site to boast numbers and statistics will not only be unappealing to perspective clients, but also will make you seem phony. When a site is bragging, that can seem fake, or as if you are compensating for shortcomings. Instead, be honest in stating your goals and focus on the key values you can provide to your audience.

Establishing Trust

Being likable and being trustworthy often go hand-in-hand. However, when it comes to a matter as delicate as financial planning or investing, it is crucial that you are authentic. With finances, it is going to be nearly impossible to get your audience to trust you just from your website. This trust is usually earned through personal conversations. However, it is very easy to get them to not trust you. There can be many red flags in a consumer’s mind if the site seems sketchy.

Immediate Red Flags

  • No website at all. If you don’t have an online presence, you don’t seem real.
  • An outdated website. In the minds of perspective clients, this means your practices and methods are also outdated. A modern site means a modern company.
  • Too much bragging. Sure, it will be helpful for customers to know what type of investment returns or interest rates they may get, but recognize many other firms will have similar numbers and leaning too heavily on these won’t build the trust you’re hoping for.

Legitimizing Your Business

There are ways to simply explain your offerings without coming off as bragging. This can be done by outlining the process you use, listing your key features and values for customers, or even including certifications or awards. Including a “media” or “press” page on your site can also provide proof that your business is legitimate and has been validated by members of the community.


Ultimately, a business can best be legitimized through it’s visual identity. If the website looks clean, modern, and simple, that already wins half of the battle. Design your site for your clients. Like we said before, they may already be a bit overwhelmed and confused about their finances. Present them with a site that acts as a breath of fresh air, and instills trust in your firm’s abilities. A firm’s visual identity is the best tool to establish likability, trustworthiness, and legitimacy from a prospect’s first interaction with your business, and will reduce friction and increase conversion.

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