Why cheaper isn’t better for financial web design

building a website

Richard Cowdery

Lead Digital Developer

Posted on July 14, 2016

Getting a website built for your financial services business can be a daunting prospect. There are many elements that need to come together when building a website, from design to hosting to copy writing (to name a few). Each of which need to be sourced from somewhere.

Pricing can vary enormously for each of these services. From very cheap hosting packages to expensive ultra secure hosting platforms with CDN and 24/7 emergency support. From free website templates downloaded from the web to brand-new handcrafted bespoke templates fit to meet every need of your website. From blog copy you might write yourself, to copy written by experienced writers who fully understand your audience and can deliver amazing SEO-friendly content.

1. Working with you to understand your business

Make sure the people charged with building your website understand your business. Here at Talisman we’ve worked with financial clients for over 25 years. Our experience in this sector makes it easier for us to understand our clients’ needs and provide helpful insight and direction into the creation of any new website.

Ideas and feedback are going to be crucial in shaping your new financial services website. Can you be sure that someone who might be cheaper but has little knowledge of your business is going to be as equally equipped to make your website as good as it can be?

2. Produce an effective website structure

Working out what you need on your website isn’t as straightforward as you think. First and foremost it’s about your websites goals.

Start by thinking about what your visitors need and how your business can help them. Bring that content front and centre and push anything that doesn’t achieve this to the sidelines. Your business may well have a long and interesting history, but the chances are visitors aren’t there for that, but rather the amazing product or service you have that’s going to help solve their problem.

Put time and effort into what’s important!

3. Portray your brand in a great light online with bespoke graphical design

Talisman is ideally suited to developing a brand new corporate identity for your business.

Getting it right takes time, effort and a lot of discussion between client and designer. Cutting corners here is not an option. Design not only has an impact on your web presence, but can run through everything your business produces.

4. Develop a customised and easy to manage CMS

Setting up a CMS like WordPress, Drupal or Joomla can be a relatively easy thing to do. Many hosting packages will come with the ability to install a CMS for you. The problems start when you need to get under the hood and make the CMS do things that it doesn’t seem to be able to do through the admin panel.

While we love using WordPress for many of our projects here at Talisman, we never go with a straightforward default install. We take time to configure WordPress with the required plug-ins, and write code to implement features that just don’t exist to begin with and build bespoke templates every time.

5. Utilise landing pages and lead capture

Let’s go one step further. Content is important, and if it’s good enough it’ll start to attract the attention of people interested in what you have to say or offer.

Here we can take a look at our free Google Analytics account and witness the activity on your site. We can see which content is proving to be more successful, and which isn’t. All very useful information in itself, but we can go further.

Utilising services such as HubSpot and Pardot, it’s possible to get a much better look at each visitor that arrives at your site. First though, this usually involves providing content good enough that visitors sign-up for it, allowing you to get a more detailed look at the sort of people that are showing an interest in your business.

Think about offering a blog subscription service, industry news updates or something like the white papers we do. Whatever you decide on, if your content is good enough people will sign up to use it.

If you’ve read any of our previous blogs it’ll come as no surprise to find we’re walking that road marked ‘inbound marketing’. It’s a huge subject which we’ve talked about many times before, but going this extra step could really make a difference to how you manage the content on your site.

6. Provide security, patching and support

Keeping your website running is an ongoing process. Like the content of your site, managing its future security and performance will carry on for as long as the website needs to exist.

Websites are built using lots of different pieces of technology, both hardware and software. Often, new versions of these vital components will be released or updated. Both to offer new features and also to fix any security issues that might of been discovered.

This doesn’t happen too often I’m glad to say, but having a team that knows how to keep everything running is essential if you want to minimise any downtime your site might experience.


Your website is an ambassador for your business. You want it to look good, work well, and present relevant and helpful content. You want visitors to keep coming back for more!

So there’s a lot to think about, but here at Talisman with our years of financial marketing experience, we’re good at guiding you through all the options and presenting to you what we think will work, both for your business and your budget.