How to turn your bank's website into a lead generation engine | ABA Banking Journal - ABA Banking Journal

If your website traffic is lacking, consider adding personalized, interactive content that supplements your SEO strategy.

Personal finances are personal. But all too often, when consumers are searching for financial guidance before making a large purchase they often first turn to Google, instead of their financial institution. This is a missed opportunity for banks to convert prospective borrowers into loyal customers.

A strong conversion strategy begins before potential customers even reach your bank’s website. That’s why banks benefit when focusing on getting the right people to their institution’s website and engage them well enough to create a lasting customer relationship.

Here’s what banks should do to increase qualified conversions across their digital channels:

Consider your SEO strategy

Before the days of high-speed internet, if someone had questions about a loan, they likely visited their local bank branch. Today, they often turn to Google. Therefore, your bank’s search engine optimization strategy is crucial.

Ensuring your bank’s website is SEO-friendly will increase web traffic and will help your site rank higher in search engine results. Showing up in search engine results is critical because when consumers have a major decision to make, many turn to the internet. In fact, a Pew Research survey reveals that 81 percent of consumers rely on their own research before making a major life decision and that research most frequently begins on the internet.

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