The Q2 2026 benchmarking report for UK building societies has just been published. Learn how the top 12 UK building societies perform across the digital space.
The latest Q2 2026 benchmarking report for UK building societies has just been published. It covers the largest 12 national Building societies, including Nationwide, Darlington Building Society, Leeds Building Society, The Nottingham, Coventry Building Society, Principality Building Society, Skipton Building Society, The Cumberland, Furness Building Society, Yorkshire Building Society, The West Brom, and Newcastle Building Society.
The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other building societies to win brand exposure, drive online enquiries, and even increase in-branch visits. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.
To see a preview and contents page of the Q2 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.
For a glance into just 6 of the metrics we evaluated these top 12 building societies on, check out our quick-look table below;
To understand what the *CTM Digital Performance Index™ is click here.
Continue reading for further detail on this quarter's top and poorest-performing building societies, or request a copy of the report for the full review.
The 70+ pages of research benchmarks each site based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.
Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing. Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.
Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.
For Q2 2026, the average monthly budget wastage across these UK building societies was £23,156 with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £6. This highlights how competitive the market is and how important it is to control your budgets effectively.
There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Darlington Building Society reported the lowest monthly cost-per-click (CPC) at £0, and Principality Building Society reported has the highest at £19.
The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, Principality Building Society has the lowest estimate monthly ad spend at £103, and Nationwide has the highest at £541,000.
By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.
Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. For any brand operating in the financial sector, building absolute trust is essential for winning new customers. Building societies will need to ensure that their websites are easy to navigate, and that key pages such as local branch information and comparison tools are clear and not blocked off by broken links.
In our previous audit, Nationwide received the most 404 errors (62). This quarter, Nationwide remains the building society with the most 404 errors, and they’ve since increased their total to 324. On the other hand, The Nottingham reported the fewest (2). Testing links during website updates or redesigns is vital. Major changes often introduce broken links if not carefully managed, so thorough testing before and after launch can prevent widespread issues.
When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. As with ensuring their sites are technically compliant, building societies must be delivering a quick user experience that improves faith in the brand and encourages conversions.
In our last audit, Coventry Building Society reported the slowest mobile site speed (12). This quarter, Coventry Building Society has made progress to increase their score to 29, moving them up the leaderboard. Currently, the mobile site speed ranges between 55 and 5, with Leeds Building Society flagging the slowest speed. Limiting the use of web fonts can reduce loading times. Using too many font styles or weights increases the number of resources that need to be downloaded, which can slow down mobile performance.
Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. Building societies can look to creating PR content on any subject in the financial space, whether that's saving for a new home, putting money aside for children, or identifying the best building society product for your situation. Topics like these are likely to be picked up by national and local press, generating both referral traffic and new, high-quality backlinks.
A ‘good’ DA really comes down to how your competitors are performing, however it’s generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. In our previous report, both Darlington Building Society and Furness Building Society received the lowest DA score (42). This quarter, Darlington Building Society is the one to watch, decreasing their score to 37. Furness Building Society has also decreased their total to 39. A strong domain authority can make paid marketing efforts more effective. When users recognise a website as trustworthy, they may be more likely to click on ads and convert. This can improve the return on investment for paid campaigns.
A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. Though many sectors are seeing a reduction in traffic sector-wide, with building societies remaining a cost-free product that will be ever-needed, we wouldn't expect to see any negative impact directly stemming from the cost of living crisis.
Nine UK building societies reported a drop in organic traffic on desktop, with The West Brom still seeing the biggest drop (-31%). On mobile, three UK building societies reported a decrease in organic traffic, with Coventry Building Society seeing the biggest loss (-20%). Search engine results pages (SERPs) are structured differently on mobile compared to desktop. Mobile results often prioritise features such as local packs, featured snippets, and app integrations, which can push traditional organic listings further down the page. This shift impacts how much organic traffic a website receives from mobile users.
Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a site can appear for universal search results without being strong in standard rankings. 'Reviews' will be a key way for building societies to gain trust from users directly from the SERP, while 'local pack' results will help increase in-branch footfall.
Nationwide continues to secure the most Universal Search appearances (31,418) — an increase from 14,403 previously. The majority of their appearances came from ‘people also ask’ (22,300).
Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand new search terms as they enter Google’s index. for building societies, they'll want to look at high-conversion potential keywords, such as phrases from users looking to book in-branch meetings, 'sign up' for new accounts, or using heavily detailed key terms (or even specific products).
Nationwide continues to secure the most longtail keyword appearances for position 3 (18,034) — an increase from 16,073 previously. Nationwide also continues to secure the most longtail keyword appearances for position 4–10 (31,964) — an increase from 30,666 previously. Longtail keywords support stronger local and niche market visibility. For businesses targeting specific locations, services, or audiences, longtail searches create opportunities for hyper-relevant traffic. This helps brands dominate smaller markets rather than competing broadly.
With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. Facebook ads are a great way for blinds and shutters brands to reach people who are specifically looking to make improvements to their homes.
We’ve included screenshots of Newcastle Building Society’s sponsored Facebook posts. This UK building society should reduce the number of lines of text per post, as too many words can deter social media users from reading the content and resorting to scrolling past instead.
When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Building societies can look to their digital PR content used to boost DA to help increase social shares too, creating engaging, widely appealing content that is both educational and informative.
Nationwide secured the most Facebook Likes (110,500) and the most Instagram followers (24,500). Facebook was the most popular social media platforms of all brands. Principality Building Society received the highest total engagement rate (86,770) and the highest average engagement (3,099).
20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere. Building societies must ensure their content is accessible by all, as users with visual impairments will be less trusting of a site they're not fully able to navigate.
In our previous report, Furness Building Society received the most accessibility alerts (237). This quarter, Furness Building Society remains the building society with the most 404 errors, and they’ve since increased their total to 240. Accessibility alerts highlight barriers that prevent users from fully engaging with content. When these issues are present, they often lead to confusion, frustration, and an overall poorer user experience.
To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.