Over the past several weeks, in serving our financial services clients across the country, we are proactively helping them pivot their marketing strategies and tactics in response to the COVID-19 crisis.
We’ve summarized 5 key website-specific area that have shaped their recent marketing and technology activities.
Is your site accessible to customers/members who have disabilities?
Before the pandemic, customers/members with disabilities may have visited a branch to handle financial transactions, but with many branch lobbies now closed, having a website that’s compliant with the ADA (Americans with Disabilities Act) is more important than ever. Now is the time to review your website to ensure it is accessible to customers/members with hearing or visual disabilities.
Do you have a “how to use our mobile app” program in place?
Online and Mobile have become essential banking services – but some customers/members may be intimidated by using an app. Ensure your website includes step-by-step guidance on how to use different features and emphasizes the security of Mobile Banking. Consider leveraging an appointment scheduling capability on your website to better serve customers/members who may need help using a mobile app, and have customer/member services call and guide them through the functionality.
Do you have a dedicated page for COVID-19 updates and communications?
Consider creating a dedicated landing page focused on COVID-19 related messaging with links to other areas of your website. Include a link to the dedicated landing page on your homepage to ensure customers/members have quick access to all COVID-19 updates, support services and resources. And most importantly, make sure your branch closings, branch hours and any other special services are accurate and easy to locate.
If you don’t have functionality to open an account online, how can you get there fast?
Customers need a way to open accounts online. Rally your leadership teams to assess the gaps in your online account opening capabilities and champion the need to implement and/or optimize this critical origination channel. If you already have this funcitonality in place, review the ease of use and experience to ensure it’s tailored to individuals who may not select this channel as their first choice.
Are you positioning Online and Mobile Banking as critical banking channels?
Online and Mobile Banking have always been a great way for customers/members to monitor and manage their money – but many organizations have not made digital engagement a priority. Online and Mobile Banking are no longer "nice-to-haves" – they have become the "must haves" for customers/members to engage with your organization. Make sure your website is responsive and content encourages enrollment in and usage of these valuable banking channels.
Let’s work together
We realize you have a lot on your list of priorities and “must do’s” that changes frequently in the current environment. We would be glad to help you develop a structured and flexible game plan for orchestrating your website and marketing strategies in the context of COVID-19.