The use of digital technologies has become one factor that significantly impacts business results in the financial industry. This study seeks to characterize the positioning and web traffic of Colombian banking establishments through analysis of the classification of their website, taking as reference the metrics related to web traffic and the attractiveness of the content and relevance for users as the bounce rate. The study presents a quantitative approach, non-experimental design, and descriptive scope. With a sample of 28 banking establishments, it is intended to contribute to the body of literature on bank marketing based on a systematic analysis of indicators. The findings of the study made it possible to elucidate that a good part of the websites of the banking establishments is well positioned, in addition to presenting low bounce rates. It is also possible to show that a significant portion of this traffic comes from individuals between 18 and 34 years of age and of the female gender. Likewise, traffic to the website is derived to a greater extent from direct access to the establishment’s portal or search engines.