How do ad campaigns in the financial services (finserv) industry leverage the post-click experience to attract the right people and inspire them to convert? We went on a hunt for the best of the best and found seven knock-your-socks-off finserv landing pages.
What makes these financial services campaigns sing is that they offer the customer a journey that feels relevant, consistent, and even fun. They also adhere to these critical best practices:
They build trust. Since financial services companies handle people’s money, customers need to trust both the brand’s credibility and the service’s value. Notice how some use devices, such as logos and testimonials, to ensure customers that the brands are trustworthy.
They are informative but avoid TMI. Offering customers the right amount of information is an art. People want to know how a product or service will satisfy their needs without getting bogged down with extraneous details.
They emphasize benefits. Readers care about the features of a product or service, but they care a lot more about how those features will help improve their lives. Notice how the following finserv pages use headlines, CTAs, and body copy that underscore customer benefits.
They offer relevant experiences. Successful ad campaigns offer customers a seamless ad-to-page experience. These finserv companies have crafted landing pages that look and feel like the ads, so visitors can enjoy the advertising journey, uninterrupted.
Bill.com, a service that allows customers to make automated payments, has created an ad journey that’s simple and to the point. It shows visitors what the company does and why it can be trusted.
The ad’s messaging matches that of its post-click landing page, which points to automation as a solution. The design’s blue background and graphic elements are also consistent from ad to page.
This landing page adheres to a 1:1 conversion ratio, meaning there’s only one link Bill.com wants visitors to click, the orange “Get Started” CTA button. This strategy prevents visitors from getting distracted by other exit points, such as navigational links. The CTA button contrasts with the other colors on the page, making it easy to find and click.
Bill.com provides social proof by highlighting reputable customers and providing testimonials. A row of customer logos appear below the fold, so readers can determine the brand’s reputation from a quick scan. Testimonials at the bottom of the page include names, titles, and logos to help build customer trust.
Upstart offers a helpful and informative ad-to-page experience that enables customers to quickly check their interest rate, review benefits, and select the loan they want to learn more about.
The AI-based lending platform maintains a continuous narrative from ad to page that promises customers who are looking for a personal loan a quick and efficient online process. The headlines for both the Facebook ad and the post-click page spell this out, and the green color of the ad text carries over to the background color of the page’s CTA button.
Messaging is clear and easy to follow. Upstart uses minimal copy and graphics to get across important benefits, such as the “Check your rate in 5 minutes” tagline. Another example is the three brief benefit descriptions beneath the fold of the landing page. These use direct language and graphic icons to highlight features of quick funding, lower rates, and no prepayment penalties.
Below the fold, a section titled “Personal loans for any occasion” offers customers self selection, a device that lets them choose what type of personal loan to learn more about. Since there are many different types of loans, it’s helpful to give visitors the option to dive into each offering on their own.
Fundbox’s effective post-click experience uses compelling and clear messaging to persuade visitors to take the next step toward receiving a line of credit while building trust.
The small-business lender provides a seamless narrative from the search ad to the post-click landing page through message matching that highlights the benefit of receiving a line of credit through Fundbox. Namely, that it’s a quick and easy process. The headlines of the ad and landing page both refer to a line of credit up to $150,000 so users who click on the ad don’t need to wade through other services to get to the credit line information.
Concise, clear copy emphasizes the message about speedy approval. The landing page describes the set-up process as “lightning fast” and “incredibly easy” and makes use of the catchy headline, “Funding at the speed of opportunity.”
Below the fold, Fundbox builds trust by providing multiple forms of social proof. For example, it includes positive reviews and ratings from Trustpilot, Intuit, and the Better Business Bureau. There’s also a compelling testimonial provided by a customer’s CEO.
Fundrise’s clean design creates a seamless journey from the Facebook ad to the landing page, making it easy for customers to understand the benefits of its service and enjoy the navigational experience.
The real estate investment platform uses visual and message matching to ensure visitors that they’re in the right place. Headlines for both the ad and post-click landing page call out the company’s business mission of simplifying real estate investing. Visually, the page carries over the same font, bold lettering, and rich photography.
The page’s visual hierarchy helps guide customers through the post-click experience. The bold headers capture attention, while the supporting graphics help visitors visualize the benefits. There is plenty of white space between sections to allow customers to focus on one thing at a time.
Fundrise uses social proof to build trust. A row of publication logos quickly establishes credibility while further down the page, positive ratings and reviews from Apple, Google, and BBB—placed underneath the secondary CTA—assure customers that Fundrise is a trustworthy platform.
Coinbase offers a post-click experience that brings the straight-forward messaging in the paid search ad to life. Both the ad and post-click page headlines refer to buying Bitcoin. Since cryptocurrency is still relatively new to many people, keeping the copy in the ad and post-click landing page simple and direct is a good strategy here. The page headline also refers to “own(ing) the future,” which helps visitors visualize the benefits of buying Bitcoin and get excited about the idea.
This page has a visual hierarchy that is easy to follow. Bold headers capture attention, while icons and benefits are laid out so that visitors know exactly what to focus on each step of the way. White space is used to create distance between images and text, so that customers can focus on each individual section without distraction.
Coinbase keeps its page simple and clear. The setup process is explained in three basic steps. Each description is concise and speaks directly to visitors. The large informational graphic sheds clarity on what the platform looks like. Since people need to believe Coinbase is a good platform for buying Bitcoin, an image of the platform is more valuable to visitors than an image of a happy customer, for example.
OnDeck, a company that lends money to small businesses, uses photography and other content devices in this ad journey to convey the message that the brand values personal connections with its customers.
OnDeck employs a consistent theme of small business services to connect with its target audience. The landing page shows a hero image of a plumber that matches the style and content in the photographs of other workers seen in the ads.
OnDeck aligns copy and images to resonate with its narrative about personal connections. The section providing contact details and office hours has text reassuring customers that they can talk to real people, and a large image of a smiling OnDeck representative is placed next to a headline stating “Online doesn’t have to mean impersonal.” These combined elements provide a cohesive message promising a personal and reliable service.
The testimonial below the fold is accompanied by a portrait of the customer, supporting OnDeck’s message of connecting to individuals. Rather than showing multiple testimonials, OnDeck chooses to go with a less-is-more approach and show a happy, real client.
Melio’s ad campaign is simple, engaging, and conversion centered. The experience makes it easy for customers to understand what Melio does—handle online payments for small businesses—and why they need it.
Melio’s ad-to-page experience presents a cohesive narrative. Both the Facebook ad and the landing page use the same bold purple color and display headlines that refer to business payments. Visual matching and relevant messaging provide a continuous journey, so there’s no doubt that visitors are in the right place.
Melio’s social proof includes well-known customer logos, a 4.5-star Trustpilot rating, trusted publications that have featured Melio, and three testimonials that describe different benefits of working with the company. These combined elements convey the brand’s reliability and trustworthiness.
The clear and distinct CTA uses the same purple color from the ad to stand out against the white background. CTA buttons are placed strategically—above the fold, at the bottom of the page, and on the sticky banner—so they’re always within reach. The CTA text “Start now free” reduces hesitation for customers who aren’t yet ready to pull out their wallets.
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