Drive Conversions and Stay Compliant Online

Financial services websites carry a heavier burden than most. Visitors arrive with money on their minds, regulators are watching every pixel and competitors are only a click away.

At Azuro Digital, we deliver cutting-edge website design for financial services (from insurance to fintech and everything in between). No matter what type of financial company we’re working with, the same truth always emerges – when money is involved, trust is the currency that matters most.

Below are 10 web design tips tailored specifically to financial service providers in 2025. Follow them and you’ll strengthen credibility, satisfy regulators and keep the leads flowing.

1. Consider Putting Financial Tools and Calculators on Your Website

Offering useful resources can significantly improve user engagement and dwell time. Popular tools for financial services websites include:

• Insurance premium calculators

• Investment growth projections

• Loan and mortgage calculators

• Risk tolerance quizzes

These tools not only provide value to the visitor but also encourage interaction and trust.

Many of our financial clients ask about adding a calculator to their website. In most cases it’s a good idea to do so, but in some situations it isn’t. It all boils down to its impact on your website’s conversion rate.

Having a calculator might reduce the visitor’s need to reach out. Think about it from their perspective – they’re probably combing through dozens of websites to find the right firm. If your website has a calculator that tells them the price of your services and everything that they really need to know, they might not bother to reach out at that moment. They’ll move onto the next website on their list. They’ll check the websites of about 10 firms, but then they’ll only reach out to 3-4 for quotes and they’ll forget about all the other ones. If you provide too much information directly on your website, it will increase the chances of someone taking note of it, moving on and then forgetting – because they have tons of other options and their attention span is low.

However, if your calculators don’t reveal too much information or would show the potential ROI of your services or the pricing difference between you and competitors (making you look favourable), then it’s probably worth adding. Another factor is how “expected” it is to have a certain type of calculator on your website – if most competitors have it, then you’ll want to have it as well (because visitors might disregard your website if you don’t have it).

The most effective strategy is to run A/B tests to see if having a calculator positively or negatively impacts your conversion rate.

Another thing to consider is whether your sales team has the bandwidth to speak with a larger number of leads that aren’t a good fit. Having calculators might cause some high-quality leads to not reach out, but it’ll also filter out leads that won’t be able to afford your services or have the wrong expectations for what your services entail. This gives time back to your sales team.

For inspiration, explore examples of interactive financial tools from Bankrate.

2. Build Trust and Credibility

Financial transactions involve sensitive data and significant decisions. Your website must immediately convey a sense of trust. This starts with a clean, professional design and includes key trust indicators such as:

• Secure HTTPS protocol

• Client testimonials or case studies

• Third-party badges (ie. FDIC, SIPC, Better Business Bureau) and company stats (ie. number of clients, years in business, funds under management)

• Use subtle animations and modest color palettes to create a calm and credible atmosphere

3. Make Compliance a Priority

The financial sector is heavily regulated, and your website must reflect that. Ensure your web design accounts for:

• Legal disclaimers

• WCAG, ADA and AODA accessibility

• GDPR and CCPA compliance for data protection

• Clear terms and conditions

Your privacy policy and disclosures should be easy to find and written in plain language to meet legal and ethical standards.

4. Optimize for Mobile and Responsive Design

According to Statista, mobile devices account for more than 50% of global web traffic. Financial clients expect seamless mobile experiences, especially for features like:

• Online banking

• Account access

• Quote forms

• Contact support

Design your site to be mobile-first, not just mobile-friendly.

5. Use Clear, Jargon-Free Language

While your team may be fluent in financial terminology, your customers likely are not. Avoid excessive jargon and instead use plain language that’s easy to understand. This is especially important for pages about services like:

• Retirement planning

• Mortgage lending

• Investment advice

• Business loans

Aim for clarity, not complexity. A confused visitor is a lost lead.

6. Create a Straightforward Navigation System

Financial websites often contain a wealth of information. To avoid overwhelming users, simplify your navigation. Consider:

• Grouping services under broad categories

• Sticky headers for easy access

• Mega menus with icons and brief explanations

• A prominent search bar

The goal is to guide users quickly to the information they need, whether they’re seeking an insurance policy or investment advisory services.

7. Showcase Services with Visual Hierarchy

A good visual hierarchy helps guide users’ attention to the most important content. For financial firms, that might include:

• Featured products (ie. loans, funds, insurance plans)

• Limited-time promotions

• Financial calculators

• Success stories or thought leadership

Use a combination of font sizes, color contrasts, icons and spacing to make your content scannable and engaging.

8. Incorporate Strong Calls to Action (CTAs)

Your CTAs should be both persuasive and specific. Rather than “Learn More”, try:

• “Get Your Free Mortgage Quote”

• “Schedule a Consultation Today”

• “Compare Retirement Plans”

Make sure your CTAs are visible, repeat throughout the site and are designed in a contrasting color that draws attention without disrupting the aesthetic.

9. Highlight Educational Content and Blog Posts

Financial services are often perceived as complex or intimidating. Educational content can help you build authority while demystifying important topics. Consider maintaining a blog that covers:

• Financial planning tips

• Regulatory updates

• Market insights

• Case studies

A well-maintained blog not only adds value to your audience but also improves your SEO and visibility in search engines.

10. Ensure Fast Load Times

Site speed directly affects user experience and search engine rankings.

A slow site will lead to high bounce rates – especially for users that are still in the process of deciding on which financial firm to move forward with.

Use tools like Google PageSpeed Insights to regularly audit your site and optimize:

• DOM size and image file sizes

• JavaScript and CSS delivery

• Server response time

• Browser caching

A fast website isn’t a “nice-to-have” in finance. It’s a requirement.

Conclusion

In an industry where trust and efficiency are critical, your financial services website needs to deliver a seamless and secure experience. By following these 10 web design tips – tailored specifically for the financial sector – you’ll ensure that your brand builds credibility, drives conversions and supports long-term client relationships.

If you’re looking for expert help in designing and/or developing your website, consider working with an agency that specializes in financial services (like Azuro Digital)!