Thinking outside the professional services box - our inspiration for financial services web design

Sam McGuire
  • Sam McGuire
  • Senior Digital Designer

Financial services is a huge sector, covering a broad range of businesses from credit cards and insurance to accountancy, banking and investments.

Attitudes to financial services have changed considerably over the last ten years, which means that financial service businesses need to give careful consideration to the way in which they present themselves to their clients via their websites.

Here at The Graphic Design House, we’ve come up with three essentials to help financial services deliver the best possible user experience via their website. These web design tips for the financial sector will also win the confidence of the user, by demonstrating a high quality and reliable service.

It begins with your branding

Financial services is a very crowded market place. It can be hard for any one business to stand out. That means that it’s also hard for consumers to decide which business to use. But the great thing is that if you can stand out from the crowd and show that you’re different, then you can win more business than the competition.

This is where financial services branding comes in. Whether you’re an insurance company, an accountancy firm or a financial adviser, your brand should push your ethos and your company culture. You need to earn clients’ trust  and confidence, and a well-thought out brand identity that comes across loud and clear throughout your website design will help you to get the client buy-in you need.

Things like ethics and accountability are as important to today’s financial service clients as are efficiency and profitability. Make sure that the whole package is immediately apparent in your corporate identity and branding.

You need to show that the qualities that make you different are also the qualities that make you better.

Breathing life into facts and figures

A good user experience is key to any successful website design. Not only does it encourage the user to spend longer on your site, but it gives an overall impression of a company as expert, efficient and easy to work with.

When it comes to financial services web design, the user experience can be greatly enriched by bringing facts and figures to life. Dry information should be made digestible and transparent so that people don’t switch off. Making such information accessible not only builds engagement with the user so that they stay on your site, but it also creates trust through creating understanding.

A successful financial services website will make effective use of devices such as infographics, graphs, illustration and interactive tools to win new clients and build relationships with existing ones.

Spread the news

Your news section is an important part of your financial services website. It shows your clients that you have expertise and that you’re completely up to date with developments in the sector. It also shows that you’re pro-active and innovative when it comes to dealing with new challenges and making the most of opportunities.

The news you include will depend on the financial services that you’re offering. You want to be able to give your clients the information that they will be looking for before they have to ask you.


The news section of a financial services website should include different kinds of content. For example, your website news section might include:

  • Details of sector developments
  • National news stories that link to your business, outlining your approach
  • Comment on national and sector news
  • Information that distils news stories to make them relevant to your clients (e.g. impact of The Budget on your clients)

Your news section is also an important part of your marketing strategy. Link it to social media for continual exposure to your audience, showing your expertise and initiative.

Given the wide range of financial service businesses, there is plenty of scope for creative and strategic financial services website design that really does build business. Sometimes, you only have to think a little differently to put your company ahead of the competition. Our three-point inspiration plan is just the beginning.