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eMarketing - Website

Up to now, bank websites have not been particularly effective at generating new business. Why? Most banks relied on their internet banking providers to create and manage their websites. For this reason, bank websites focused on providing convenient, low-cost processing of routine transactions for existing customers. They were not designed to attract and convert new customers, or to effectively cross-sell additional products and services to existing customers.

It's time for that approach to change. Like any other business, your bank needs to be able to both service and sell through its online channel.

If your website is not generating new customers, you may need to rebuild it -- this time taking into consideration both service and sales objectives.

Five Tips to Help You Get Started

1. Develop a good site plan before you start building. Your site should be easy to navigate and search engine friendly.
2. Identify the keywords you want to use and be sure to include them in your meta tags, copy, page titles, and file names.
3. Create rich, compelling content to drive traffic.
   Your website is not a "field of dreams." If you build it, will they come? Not automatically. You need to build and maintain your website in such a way that it lures visitors and converts them into customers. Rich content is the most effective way to achieve both. Research shows that search engine users are looking for one thing: information. For this reason, search engines ignore digital art and Flash presentations while placing a premium on textual content. That's why simple sites with good content often outrank expensive, high-tech sites.
4. Optimize the entire website, not just the home page.
   Many marketers optimize their home pages and registration pages. However, they often relegate interior pages to "just content." That's a costly mistake, because organic searches can cause visitors to enter your website on any page. For optimal results, you should treat your website as a collection of potential landing pages. Each interior page should contain appropriate keywords in meta tags, copy and titles, as well as one or more "calls to action." Test regularly to make sure your interior pages are accessible and don't forget to provide text-based links to these pages throughout your website.
5. Update your content regularly.
   Of course, regularly updated content encourages repeat visits. But there are other benefits. Search engines look for fresh content, and often give newer pages a temporary boost in rankings. In addition, search engines visit frequently updated sites more often, so new pages are included in search results faster. By continually adding information, you help position your website higher in search results.