Why Most Bank Websites Underperform

And what financial institutions can do about it

In today’s digital-first world, a bank’s website isn’t just a touchpoint—it is the brand. Yet, despite increased investment in digital presence, most financial institution websites continue to underperform.

We’re not talking about broken links or outdated hours of operation. We’re talking about deeper issues that silently impact engagement, conversion, and trust.

After analyzing hundreds of bank and credit union websites, here are the most common reasons they fall short—and how to rethink your digital presence through a modern lens.

1. They’re Built Like Brochures, Not Branches

Many bank websites were created with one goal in mind: providing information. But today’s consumers expect interaction. They don’t want to read about your services—they want to use them, right then and there.

What’s missing:

  • Interactive tools like appointment scheduling, live chat, and personalized product suggestions

  • Clear pathways to complete actions, like applying for a loan or opening an account

  • Embedded digital experiences that mimic in-branch service

2. Content Lacks Clarity and Connection

Financial services can be complex, but your website shouldn’t feel that way. Too often, site content is either overly generic or written in financial jargon that alienates visitors.

Key issues:

  • Homepage copy that tries to say everything and ends up saying nothing

  • No clear differentiation—every institution says they offer "great service and competitive rates"

  • Lack of member or customer-focused storytelling that builds trust

3. Accessibility Is an Afterthought

ADA accessibility isn’t just about checking a box—it’s about inclusive design. And it affects more users than you think.

Common accessibility gaps:

  • Missing alt text on key visuals

  • Low color contrast affecting readability

  • Unlabeled form fields and broken navigation for screen readers

These small issues collectively create a frustrating experience—and can be legally risky.

4. Slow Load Times and Poor Mobile UX

Your members don’t have patience for a sluggish site. Mobile-first isn’t optional anymore; it’s the default behavior for most users.

Where sites often fall short:

  • Pages that take more than 3 seconds to load

  • Menus that collapse or misfire on mobile devices

  • PDFs and outdated formats that aren’t mobile-friendly

A slow site is a forgotten site. Especially when your competitor is one tap away.

5. No Strategic Data or SEO Foundation

You can’t improve what you don’t measure. Many websites operate in a vacuum, disconnected from the analytics and SEO strategy needed to drive real growth.

Red flags:

🚩No tracking of user behavior or conversion paths
🚩Outdated metadata and inconsistent keyword use
🚩Content that’s not optimized for how people search for financial solutions

Without data, you’re not making decisions—you’re making guesses.

6. Design Without Purpose

Yes, your website should be beautiful. But visual design must serve a function. A clean, modern layout is great—but not if it sacrifices clarity.

Design pitfalls:

  • Hero banners with no clear CTA

  • Sliders that bury the most important messages

  • Brand visuals that don’t reflect your institution’s personality or values

Good design isn’t just decoration—it’s how users experience your brand.

From Passive to Powerful

Your website should be more than a digital presence. It should be a digital performer. That means treating it as a core service delivery channel, not just an accessibility requirement or marketing tool.

Banks that thrive digitally are those that build around their users, integrate with internal systems, and evolve based on real behavior and feedback.

Ready to See the Difference?

We’ve put together a short, insight-packed video and downloadable guide that breaks this all down visually. If you're responsible for your institution’s website performance or just curious where yours stands, this is a must-watch.