Landing Pages in Finance – Everything You Need to Know
Financial institutions have really opened up to the idea of online advertising, and they are willing to put their money where their mouths are. In the last five years, the industry has significantly increased online advertising spending, and surely that’s just the start. However, all the money in the world means nothing if you don’t know how to use it to reach your goal. One of the marketing tools that financial companies are warming up to is a landing page.
I'm going to tell you everything you need to know about landing pages: what their perks are, what elements they need, and when they are the most useful. To put this knowledge to practice, you’re going to see some real-life examples of financial landing pages, along with a short analysis of what went right or wrong.
The Perks of Landing Pages
1. Mobile friendly
With smartphone users being responsible for the majority of web traffic, it should be a priority for marketers to use it to their advantage. Those who have already done that get to reap the benefits because mobile landing pages convert better than the desktop ones.
That way, your financial landing pages kill two birds with one stone – they get to be exposed to a larger group of visitors, who are more likely to convert.
2. Easy to make
The right tools allow you to create landing pages without the need of having a programmer or a designer by your side. It used to take hours, or even days, now, when you use a landing page template, it takes minutes. What would we do without technology?
3. Easy to customize
Personalization is not just a buzzword in marketing. When done right, it tends to yield great results. Making adjustments on landing pages doesn’t take long, neither does creating multiple versions for A/B testing or tailoring them to different target groups.
What do landing pages need to succeed?
Obviously, the very fact that you have made a landing page is not a guarantee of leads or new sales coming in. While the format itself has been known to work, it’s all about the way you use it. Don’t worry, it’s not all that difficult – I’m going to show you what you need to include to get viewers to convert.
- Keep it short
Landing pages aren’t supposed to convey all the details of your offer or service. Their goal is to spark interest rather than have the viewer read through a myriad of rules and regulations. Large blocks of text are off-putting, especially in the digital age of the ever-shorter attention span. The most important pieces of information presented in the shortest and most interesting way possible – that should be your goal.
- Understandable copy
The financial services industry has its own jargon that might be well-known to you and the people you work with, but it’s not the same for an average Joe. Use terms that are clear for everyone who is looking for your service, even those who have never had contact with financial services before. How can someone sign up for your offer if they can’t understand it?
- If they benefit, you do, too
This is the part of a landing page that needs to speak to the viewer’s needs. Show how your offer fits them. By adopting this approach, you present yourself as a business that is aware of the problems, on top of offering a solution.
- Call to Action
Without a solid CTA, landing pages have no chance of getting a large number of leads. What does it need to convert? First of all, it needs to be short. It is a button, after all. Secondly, it should include a reference to some sort of benefit. For instance, take a look at XTRADE’s landing page and pay close attention to the CTA:
The point of this landing page is to get visitors to sign up to a trading company. A “register” button would have sufficed. Or would it? Signing up to a trading service is not as beneficial as getting a bonus, at least if we consider short-term actions. I’m sure this CTA alone has been responsible for a solid increase in registrations. When it comes to the rest of the landing page, it has its ups and downs, with heavy reliance on the gold theme being the latter, but the CTA here is on point. It’s even placed right. No scrolling required to get there – great stuff.
Four are not enough? Go check out other solutions for the financial industry. On top of that, we have some financial landing page templates for you to use if you don’t feel like making one from scratch.
What is the real-life use of financial landing pages?
Now that you have learned about the elements that make a difference, it’s time to discuss the actual situations where landing pages can shine. It’s not a ubiquitous tool by any means, so it’s wise to use it in a context that utilizes its strengths.
The journey from a visitor to a customer is a long and twisty one. All the parts must work in unison to achieve the desired result. As for the landing page, one of its assets is the ability to capture attention and get viewers curious enough to find out more. Remember, it's just the beginning, though. All the subsequent moves you make to get a prospective client need to be cohesive in terms of messaging.
Signing up for the newsletter is a simple action, but it’s oh-so-hard to get people to actually do it. Gathering leads on a homepage alone is counterproductive since visitors are flooded with distracting links and sections, each corresponding to a different product, service, or category. With a landing page, the whole layout should be structured in a way that points the viewer towards the newsletter form.
This applies mostly to smaller companies, the ones that want to increase their online presence and get the word out about their services. People who are interested in particular financial services are likely to appreciate ads – and, subsequently, landing pages – that provide catchy and succinct information, which in turn makes them more eager to dive in and get to know the specifics. Take a look at this template from our platform:
It shows very clearly what the business is about, there is a contact form, but it can be adjusted to take visitors to the main page or to the product page if need be. To put the cherry on top, there is a pop up with an added value in the form of an e-book.
Sale of a service
Here is where it gets tricky. If you expect to make a landing page that manages to sell a mortgage or a bank loan, you might have set your expectations a bit too high. That doesn’t mean landing pages don’t sell at all, it’s just their scope is limited. For instance, a financial advisor landing page is more likely to be effective because the whole offer can be listed there, and the contact form is all that’s needed to get in touch with the soon-to-be customer.
5 Financial landing page examples
This one is a bit of a mixed bag. On one hand, it’s very sharp in terms of design, colors (unless you’re Team Light Mode), and, most importantly, technical solutions. The animations are smooth as butter. The “a” key opens the form on any part of the page, which sounds nifty, but it’s a two-edged sword. It’s a feature that most visitors aren’t familiar with and it’s easily forgettable, and that is something you do not want on your landing page, especially with the sign-up form being the sole focus of your page.
Now for the other part of the mix. It’s not a full-fledged landing page. There are certain webpage parts here, such as the login and access buttons on top and external links that take you away from the page, therefore causing a distraction. Copy-wise, it focuses on features, rather than benefits, and the copy is more straightforward than catchy.
There are some aspects of this page that need to be worked on, but the overall feeling is a positive one. As long as viewers remember to “summon” the form, Fey is going to be okay conversion-wise.
It almost looks like a different company, doesn’t it? So, what exactly has changed here? The background, obviously, now looks much more professional. Bye, bye, gold. The heading is, well, basic. There is nothing here that tries to entice you to register for the service. Even the CTA button is as ‘beige’ as it gets. Any mention of a bonus has been eradicated.
At least the form is well-structured and easy to fill out, good job on that front. One thing that trading landing pages suffer from is the disclaimer.
It takes up at least a quarter of the whole page, the font and the background are not consistent with the rest of the page. It is noticeable, though.
3. DSX Global
The cryptocurrency trading platform starts off pretty well, aside from the top bar filled with distractions. The heading is cohesive, with images and animations of people exploring places with their phones and laptops. The CTA button is visible and located in the appropriate place. The numbers and benefits sections focus on the right things without taking up too much space with text. The FAQ keeps you on the page with expandable tabs.
However, it’s not all rainbows and butterflies. First of all, the spacing of the page could use some work. The elements such as images and divisions between sections are too long, which translates into more scrolling. Interestingly enough, the mobile version is much better optimized in this regard. Seems like DSX is well aware of its importance. The testimonials are lengthy, which might discourage visitors from reading them.
The final, but the most crucial problem is that it's a landing page with elements of a homepage. Sure, the layout suggests the former, but the top bar and the footer might give off a different impression.
The sleek-looking debit card has an equally sleek landing page. No links on a top bar, as it doesn’t exist. A nice, sharp animation showing the product from multiple angles. A CTA button located way before the fold line is a nice touch, too. Some sections use vertical sliders to convey information in a compact way. All the images show either of the products – the credit card or the app – great strategy.
The bad parts? First of all, the “learn more” button under the CTA. It’s distracting and all it does is scroll down to the next section. A shot in the foot in my opinion. Secondly, there is so much scrolling to do here if you want to get through all the information. The FAQ section, located at the very bottom of the page is just a link to a different website. Expandable tabs would help a lot.
The benefits section should be higher on the page. It is much more important than color options. Another thing that should be exposed a bit better is the price. It is barely mentioned next to the CTA, but the full pricing is almost at the very end, which requires a lot of scrolling.
The idea is great, the design is even better, but the execution just wasn’t all there in the end.
5. GTL S.A.
Even if you don’t understand the copy of this page, probably due to the fact that it’s in Polish, there are still things to learn from this one. The goal of this page was to get a quote for a loan. The form is clear, short, and impossible to miss. All of the sections are clearly separated and the background and font colors make it easy to read the copy. Both the benefits and the application process are explained without using too much text.
Most of the information is clear, maybe with the exception of the abbreviations in the very first section.
That might pose a problem, though. Viewers can get discouraged quickly, and the mission of a landing page is to make sure that doesn’t happen. Although it’s possible using the full names would have made the heading a bit too long. Sometimes, you just have to sacrifice one thing in favor of another.
Overall, it’s a solid landing page with all the right moves in all the right places. I might be a bit biased, though, since this landing page was created by Landingi as part of the Lead Generation service.
You might think, gee, making a page like these looks mighty difficult, but we’ve got you covered. There are plenty of financial landing page templates in our platform for you to use or get inspired by.
There you have it. A short overview of the use of financial landing pages. As you can see, it’s a tool that has multiple applications in the world of finance. Use its advantages wisely and your conversion rate goes up. And your client list and profits will follow suit.
You should keep in mind that landing pages are as good as the platform you use to create them. Our builder has a host of useful features that speed up the process and help you analyze the performance of your pages.
Now, all that’s left for you to do is start building landing pages yourself. Have fun!