The world of finance represents stability, longevity and (in most cases) a certain amount of predictability. Of course, these notions are espoused by most modern websites. Their “no-nonsense” approaches are intended to offer the visitor or customer a sense of unmatched security and confidence. However, there is indeed something to be said in regards to a website that is flexible in nature. A certain amount of this flexibility will enable the portal to reflect changing times; imbuing a sense of “awareness” that a static site would be unable to display. One great way to accomplish this is through the use of seasonal variations.
One of the main reasons why websites should change their ambiance with the seasons is that every single individual on the planet is familiar with these cyclical variations. Thus, a client will feel as if they can more readily follow the operations of a financial organisation. Also, seasons are associated with colours (red for summer and blue for winter as two examples). Colour is an excellent way to enhance the visual appeal of a site. It is all too often that financially oriented portals choose block-like and even obtrusive nature of black-and-white text. Not only is this a bit boring, but it will breed little sense of familiarity. In the world of modern web design, colour is king.
Of course, the timetable of many financial operations is based around financial quarters; these will roughly coincide with a change of seasons. By following these seasons, timely updates can also be added which will prove to be of vital use. This can help to attract a different demographic; that which will only choose to check back in during certain times of the year. By appealing to their need, the site is more likely to enjoy these occasional visitors as regular customers. This will naturally increase conversion rates from a long-term perspective.
Google Loves Change
Even the best financial product or service will fall upon deaf years if its presence remains unknown. So, it is critical to maintain a robust amount of online exposure. Sites which change little over time will actually rank lower than those that put forth regular (if only seasonal) updates. The algorithms used by Google will take this into account when performing their ranking mechanisms. So, following the seasons in this manner will also help to boost SERP presence. The end result will be higher clickthrough rates and again, the chances for more conversions.
A final benefit of the seasonal approach is that one will not be required to spend hours every week performing labourious coding or WordPress updates. So, less overall energy is spent during the updating process. As it will be known when the site will need to be modified, time can be set aside well in advance. Whether we are referring to the balmy months of summer or to the biting airs of a winter’s day, following the seasons is an excellent way to keep clients entertained and informed.