Therefore, it is more important than ever to have an efficient and effective destination for all your leads to visit.
A well-optimised finance landing page is the answer to an effective financial lead generation campaign.
An effective finance landing page allows you to move a visitor through the sales funnel and ultimately capture their details as a ‘lead’.
Finance Landing Pages
A finance landing page is one webpage with a single purpose, usually to drive conversions.
A landing page is different from your website homepage – it may still list all the services you offer, but encourages users only to take one action.
In a nutshell, your marketing campaigns will only be as successful as the landing pages they lead to.
What use is a high click through rate (CTR) if it doesn’t convert to leads?
For this reason, you need an optimised finance landing page designed to make people convert.
These are just a few other reasons why landing pages are so important for the success of digital marketing:
More data and insights: Tracking traffic to your landing page and user behaviour gives you unique insights into user behaviour and acquisition.
Increase paid advertising performance: Most paid ad platforms use “quality scores” to decide which ads to display. Relevant landing pages are more likely to be seen and have a higher quality score.
Conversion rate: Landing pages focus more on conversion than anything else. This single focus enables users to move in the right direction without being distracted. When you use them correctly, your conversions increase.
Raise brand awareness: Landing pages should use the same colours, tone and logo as your website. This will help you build the reputation of your brand among clients and prospects.
Another advantage is the versatility of landing pages. They can be used to increase email sign ups, improve paid advertising efforts and drive sales.
All of this may seem daunting, but we have seven tips to ensure your financial services landing page is successful.
7 Tips for Finance Landing Pages That Convert
The effectiveness of a landing page depends on many factors.
Even small changes can make a landing page so much more efficient.
An increase in conversions of 2% can lead to a 50% increase in leads. Crazy, huh?
1. Each landing page should be designed for a particular audience or need
It can be tempting to create landing pages that appeal to all clients simultaneously. But landing pages that appeal to a particular audience or answer a specific need are more successful than those that appeal to everyone.
We believe that a one-size-fits-all strategy is no longer effective.
Clients and prospects now demand more personal experience and their questions to be easily accessible within financial services.
You should know the demographics you serve and the needs for each.
They should each have their own landing page.
For example, if you are a wealth management company, you can provide both private and corporate services.
These different audiences are distinct, and a landing page needs to address specific needs and questions to convert.
You should create landing pages with targeted messages and images for each target or service group.
This creates a stronger connection and ultimately leads to higher conversions.
2. Match the phase of the client journey with the content of the landing pages
Optimising your finance landing page is an important step. Make sure your function and call to action are consistent with each stage of the client funnel.
A wealth management company may have two landing pages that target the same audience, but are targeted at different stages of its client journey.
A landing page example journey could include:
Landing page A: could offer an opt-in to an educational guide explaining how managed funds could be part of a portfolio. This would be a great resource for anyone in the initial phase of their investment journey.
Landing page B: can provide prospects with a calculator further along the journey of their prospect.
This provides added value while capturing their information.
Prospects can use this landing page example at different stages of their investment journey. They also serve two different goals.
They could both be used in the same campaign.
Leads from landing page example A are then qualified and nurtured to landing page example B.
3. Make sure your messaging is consistent
Consistency is the key to landing pages that work in every industry, especially in financial lead generation. In fact, consistency is key in many stages of financial marketing.
If your ads convey a different message than what they see when landing on your finance landing pages, visitors may feel misled.
This can lead to them clicking away from your page and not taking any action – negatively impacting your conversion and bounce rate.
Therefore, the messages in your ads should be consistent with the messages on your landing page.
In fact, consistency of messaging is the main reason why landing pages exist.
Whereas, creating a website is to fulfil dozens of different needs.
A marketing campaign is launched to bring traffic that has only one purpose – to convert.
If your traffic were to land on your main website, with many messages and routes to distraction, it would dramatically reduce the opportunity for conversion.
Your ads should also appeal to a particular type of person with a particular problem.
In turn, your landing page should meet this specific need.
This ensures they find what they are looking for on your landing page and will convert more frequently.
4. Use Proven User Experience (UX)
Over the last few years, best practices on landing pages have improved significantly.
Continuous testing and improvements led to a series of design and development principles that have been proven to achieve high conversions.
The following principles are:
- Benefit-driven messaging is better than feature-driven messaging.
- Use evidence of social status and testimonials.
- A clear call to action message is needed to get visitors to take specific action.
- Use a call to action per landing page. People often choose “no choice” when they have a choice.
- Call-to-action buttons that are outcome-oriented, such as “Download your free guide” instead of the generic “find out more”, tend to convert better.
- To ensure visitors have only one choice on a finance landing page, a distraction-free design needs to be used.
- We recommend that finance landing pages have no footer links or social media buttons, and no top navigation.
Your landing page will have the best chance of high conversion by learning from others and applying these best practices.
These best practices are based on over 15 years of experience in conversion-oriented financial website design. These are:
Headline and USP
Each landing page should have a headline that is clear, concise and convincing. It should also present the unique proposition or offering, which explains why the action should be taken.
Increased lead generation is possible by including interactive features, such as calculators and quizzes, on finance landing pages.
Instead of a lengthy registration form that asks many questions, the landing page should contain multi-step forms. Forms divided into smaller sections reduce psychological friction and increase lead generation.
Quick Read Content
Over the years, attention span has declined, and landing page copy must be easy and quick to read. Bullet Points are a great way to simplify information and highlight your USP.
Be careful with what content you use above the fold. Describe what users can expect from your product or service, and the most important benefits they will receive from it. Always try to have at least one CTA above the fold too. Most people want to land, skim-read, convert and leave.
You should display logos and badges that represent affiliations with financial institutions to decrease visitor apprehension. These could include certificates, trust badges, and testimonials.
5. Keep your audience and their needs at the forefront of mind
Many financial companies are vulnerable to egocentrism, which is a common problem on landing pages.
It comes naturally as a marketer to talk about your products, services, and the great job you do.
Although you might like to discuss all the unique aspects of your business, few people will be interested.
They simply want to know the answer and information about their current needs or questions.
Remember, if they want to know more about you as a company, they can always visit your main website.
When they land on a landing page, they only care if your product or service makes life easier.
Your ad probably addressed a particular need or problem – your page should therefore focus on the problem or need your business resolves.
If your landing page tells them about your business, especially before answering their needs, they are likely to lose interest and find the information elsewhere.
6. Simplicity is key
When designing landing pages for financial services, it is easy to get overwhelmed.
This is particularly true when the subject is complex.
It is tempting to try to give your prospects all the information you have.
Although, the truth is that most people will not scroll down very far on your landing page.
They will either convert or leave, pretty quickly.
For this reason, it is so important to let them see what they are looking for quickly.
Even visitors who scroll right down your landing page will probably not read everything, they will simply look for the information they want.
Visitors land on your site because they have a particular problem or question.
In the end, visitors convert when your landing page clearly shows that you can meet their needs.
They will leave if it does not.
The best financial landing pages will be simple and focus on visitors’ needs.
Only ask for the relevant information.
Although the information and length of your forms will vary depending on business and page to page, simple landing pages are more effective than those with more complex forms.
7. Continually Optimise
Testing and optimising your financial landing pages is crucial to high conversion rates.
Small improvements can be made by conducting A / B tests with various landing pages and keeping the best performing.
Some optimisations could include:
- Testing headline copy
- Testing URL
- Comparison of banner-image effectiveness
- Changing call-to-action
- Colour combinations
Even the most minor improvements to your copy and design can make a big difference in your conversion rates, lead generation and ultimately sales.
Opulent Media Group can help you stand out in the financial marketing world by creating bespoke and optimised financial landing pages.
We have been involved in many landing page projects for financial service firms of all sizes.
From independent advisers to multinational fin-tech and advisory firms.
Read our comprehensive Guide to Inbound Lead Generation in 2022 for more detailed information and advice around financial lead generation.