Best Website KPIs for Financial Services Businesses
In financial services, a website is often one of the first places prospective clients visit to learn about a firm. It provides an overview of services, shares educational resources, and offers simple ways for visitors to get in touch.
But many firms still focus only on surface-level numbers like traffic or clicks. While useful, these numbers don’t always reflect whether the website is supporting business goals. To gain clearer insight, financial professionals can monitor a set of website metrics that highlight how visitors are interacting with their site.
Why Generic Numbers Don’t Tell the Whole Story
Traffic volume or bounce rate can look positive at first glance, but without context, they don’t provide much direction. For example, a page may draw visitors but fail to encourage further exploration. Or visitors may spend time on the site without completing any actions.
By looking beyond generic statistics, firms can identify how their websites are functioning and make adjustments that improve usability and visitor engagement.
Key Website Metrics for Financial Services
Form Completions
What it shows: The number of visitors submitting contact forms or requesting information.
Why it matters: Forms are one of the clearest signals that a visitor is taking a step toward interaction.
Resource Downloads
What it shows: How often visitors download brochures, whitepapers, or other resources.
Why it matters: Downloads indicate interest in educational materials and can highlight which topics are most relevant.
Event Registrations
What it shows: The number of RSVPs submitted through event pages or signup forms.
Why it matters: Tracking registrations helps measure interest in seminars, webinars, or other educational sessions.
Bounce Rates on Key Pages
What it shows: The percentage of visitors leaving after viewing a single page, especially service descriptions or resources.
Why it matters: High bounce rates may suggest content is unclear, overwhelming, or not meeting visitor expectations.
Time on Educational Pages
What it shows: How long visitors stay on articles, blog posts, or learning resources.
Why it matters: Time spent can reflect whether visitors are reading and finding value in the content.
Conversion Rate of Calls-to-Action (CTAs)
What it shows: The percentage of visitors who click “Contact Us,” “Download a Guide,” or other prompts.
Why it matters: Tracking CTA performance helps determine if website prompts are visible and easy to follow.
Traffic Sources
What it shows: Where visitors come from—such as search engines, social media, directories, or referrals.
Why it matters: Understanding traffic sources shows which channels are driving website visits and where to focus outreach efforts.
Device & Browser Usage
What it shows: Whether visitors access the site via desktop, tablet, or mobile.
Why it matters: Monitoring this ensures the website functions well across devices, an important factor for user experience.
Page Performance
What it shows: Which pages draw the most visits and engagement.
Why it matters: Identifying high-performing pages can guide updates, while lower-performing pages may need clearer content or navigation.
Backlinks to Resource Pages
What it shows: The number of external websites linking back to firm resources.
Why it matters: Backlinks can increase visibility in search engines and indicate that resources are being referenced externally.
Putting the Data to Work
The goal of tracking metrics isn’t just to collect numbers—it’s to use the information to make improvements. For example:
If form completions are low, consider adjusting the form placement or simplifying required fields.
If event registrations are limited, review how prominently events are featured on the homepage or calendar.
If mobile usage is high but bounce rates are also high, check how the site performs on mobile devices.
By monitoring metrics regularly, firms can ensure their website continues to serve as an effective and accessible resource.
Bottom Line
For financial services businesses, a website should do more than provide information—it should function as a practical tool that helps visitors learn, engage, and take next steps. By focusing on metrics such as form completions, resource downloads, and CTA conversions, firms can better understand how their websites are performing and identify areas for improvement.
At Shared Vision Studios, we help financial professionals review key website metrics and apply those insights to strengthen site performance. Schedule a consultation today to learn how your website could be working more effectively for your business.