A clear landing page is the key to any high-converting financial marketing campaign. In fact, some marketers even go as far to say that your campaign is only as good as your landing page. After all, if someone is interested enough to click on your Ad to learn more, but then don’t convert once they land on your page – it’s probably the page that is the weak link.
These simple steps will help you to create a financial marketing landing page that is sure to be high converting.
1 – Keep Your Messaging Consistent
A good landing page should be focused around one clear message. Unlike your website home page, where people expect to read a number of different messages about your business, your landing page should really only promote one. You want people to land on the page and instantly say ‘yes, this is what I want’.
2 – Pull Focus on Your Audience
When creating website content it can be tempting to focus on your brand and business, rather than your audience. Take the time to flip your copy from brand-centric to customer-centric. When talking about what makes your brand unique, focus on how those aspects solve your audience pain points.
3 – Have a Compelling Call-to-Action (CTA)
No matter what the specifics of your marketing campaign are, the ultimate goal should be to inspire your reader to take action. A high quality call to action should be clear, short, benefit focused and visually obvious on the page. Best practice is to also use language that creates a feeling of time pressure or scarcity, in order to get people to act now.
4 – Use Social Proof
When it comes to successful landing pages, reviews, testimonials and customer stories are worth their weight in gold. People put more stock into what others say about your business, rather than what you personally say. To increase conversions, after each key section or CTA on your page, add in a short but effective snippet of social proof.
5 – Keep it Simple
The finance industry is complex, your landing page shouldn’t be. There is a natural tendency to think ‘What if someone wants to know xyz?’, which can lead to flooding the page with details. Rather than include detailed paragraphs at the top of your landing page, the most effective thing to do is to create a FAQ section further down. This way you can provide the detail that might tip someone into a purchase, but you don’t confuse people as soon as they land on your page.