We all understand the internet is a huge world, and is very competitive, especially when talking about finance, encompassing banking, credit unions, and fintech…
So we can all agree a compelling landing page can be the key element that turns mere visitors into valued customers.
I will go over my take on best practices for designing and structuring landing pages, including various types such as squeeze pages, long form sales copy landing pages, short form sales copy landing pages, and ad-driven landing page content.
Keep in mind, like Al Bundy said, there is no “One size fits all” here …
1. Understanding the Difference: Squeeze Pages vs. Landing Pages
Squeeze Pages:
These pages tfocus on collecting contact information from visitors, usually in exchange for a lead magnet like an e-book or a webinar. Squeeze pages have minimal distractions, a clear call-to-action (CTA), and a strong value proposition.
Landing Pages:
While similar to squeeze pages, landing pages serve a broader purpose beyond just collecting leads.
They are designed to guide visitors toward a specific action, such as signing up, making a purchase, or requesting more information.
Landing pages often have more content, addressing pain points and showcasing benefits.
2. Long Form Sales Copy Landing Pages
These pages are suitable for complex financial products.
They provide in-depth information about the product, addressing concerns, benefits, and features.
Use a clear hierarchy, bullet points, and visuals to break up text and maintain engagement. Incorporate testimonials or case studies to build trust.
3. Short Form Sales Copy Landing Pages
Ideal for simpler financial offerings, short form sales copy landing pages focus on brevity.
They highlight key benefits and include a compelling CTA.
Use concise headlines, bullet points, and visuals to convey information quickly.
Trust indicators, such as security badges, can enhance credibility.
Check out Uberflip – this is a great example of a distraction free squeeze/demo page.
UberFlip Demo Page
4. Best Practices for Content
- Clear Headlines and Subheadings: Craft attention-grabbing headlines that convey the value of your offering. Subheadings should guide readers through the content.
- Engaging Visuals: Use relevant images, infographics, and videos to illustrate your points and break up text.
- Compelling Copy: Write concise, benefit-focused copy that addresses pain points and offers solutions.
- Trust Signals: Incorporate trust-building elements, such as client testimonials, industry awards, and security certifications.
- User-Focused Design: Ensure your landing page is easy to navigate, responsive on all devices, and loads quickly.
Here is a good layout from jahia, clean with a single option*
View the jahia landing page
*The above page has a mobile navigation hamburger, which does not work. I believe it’s an error. Navigation should be removed from conversion based landing pages.
5. Ad-Driven Landing Page Content
When driving traffic from ads, ensure a seamless experience:
- Message Consistency: Maintain visual and messaging consistency between the ad and the landing page.
- Relevance: Deliver on the promise made in the ad to avoid confusing visitors.
- Single Focus: Keep the landing page focused on a single offer to prevent distraction.
- Alignment: Align keywords, ad copy, and landing page content to improve ad quality scores.
Incorporating Industry Specifics
Given your industry, emphasize security, credibility, and customer education.
Address privacy concerns, compliance, and how your financial solutions can solve specific pain points. Use language that resonates with your audience, showing that you understand their financial needs.
In conclusion, landing page design and content layout play a pivotal role in converting visitors in the finance and fintech industry.
By understanding the nuances of different landing page types and adhering to best practices, you can create compelling and effective landing pages that resonate with your target audience and drive conversions.
