How to Design Financial Services Landing Pages That Convert

Last updated on by Tess Pfeifle in Conversion Optimization, Landing Page Examples

For many financial services and technology consumers, the first step in choosing a service or product begins with an online search. In fact, one study showed that 41% of web traffic to the finance industry comes directly from organic search. That’s why it’s crucial for financial services marketers to create end-to-end campaigns that engage potential customers at every step of their digital journey.

In particular, having relevant, ad-to-page journeys and high-converting landing pages is critical for turning a click into a customer.

Refinancing a mortgage, applying for a business loan, or even opening a new checking account is a decision that most consumers don’t take lightly. They understand the importance of gathering all the necessary information and weighing their options before making a commitment. So, as a financial services marketer, how can you strike the right balance in your campaigns? How do you provide the level of detail and transparency that customers need without overwhelming them when they land on your page?

The key lies in finding the sweet spot between informative and user-friendly design. Let’s dive into the best practices you need to take to design a high-converting financial services landing page.
Design With Clarity In Mind

Your financial landing page should seamlessly guide visitors through their decision-making process. Start by capturing their attention with a distraction-free layout and a compelling hero section; the headline and copy should be concise, persuasive, and address their particular pain points and needs.

Here are some ways you can design your landing page to add clarity:

Leverage white space effectively to create visual breathing room and enhance the overall focus on your main content.
Minimize or completely remove navigation menus and links that can divert visitors’ attention away from your primary call-to-action (CTA).
Maintain consistent branding elements, such as colors, fonts, and imagery, to establish a cohesive and professional look.
Use benefit-led messaging instead of feature-led messaging.

Make Information Digestible

A cluttered or overwhelming landing page can lead to a poor user experience. Making information digestible improves the usability of your page, allowing visitors to navigate through the content and find the information they need without frustration. Financial services can be complex, but by breaking down information into smaller, easily digestible pieces, you help users understand the content more effectively, reducing confusion and potential barriers to conversion.

Here are some ways you can make information on your landing pages digestible:

Avoid unnecessary technical terms or complex explanations. Use plain language that your target audience can easily grasp.
Present information in bulleted or numbered lists to make it more scannable. This format allows users to easily grasp key points and information without having to read through lengthy paragraphs.
Use images, charts, graphs, or infographics to visually represent information. Visuals can make complex data more accessible and easier to understand, especially when accompanied by concise explanations.

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