Three Important Landing Page Tips for Finance Firms

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A well-crafted, optimized landing page is essential to a finance firm’s marketing efforts. Landing pages are the link between a quick blip on a marketing e-mail and a new client, so it is vital that they are written well and are on point. Search-engines index landing pages as well, meaning a few SEO techniques need to considered when writing them out. On top of all of that, financial firms face unique difficulties in procuring new clients given the nature of their business and the regulations that govern it. There are, however, a few ways finance firms can optimize their landing pages. Here are three tips to help improve your landing pages to help generate more leads.

Page Title and URL

If clients are looking for a financial planning firm through a trusted search engine like Google, then they obviously care about using a reputable firm, and are not going to trust their financial future with sites that use page titles that do not adequately convey the quality of your work. As a company that wants to offer its services to clients who need advice on savings and retirement, your work is extremely important to your customers and your landing page’s title needs to reflect that care. The fewer words you can use to convey this message, the better! A short title page is easier to remember and is more likely to fully appear when the customer has a bunch of tabs open. If your address has multiple words, use vertical pipes in order to create spaces rather than under scores. That way the spaces between the words are more visible and will not jumble or run together. It will also make sure that the URL is clear and concise in hyperlink form.

Use Visual Elements

While pictures aren’t exactly search-engine optimizable, they are very important and can, at times, convey a broader idea than words alone. As a financial institution, you can offer images of a happy old couple on the beach to show how saving for a good retirement can provide for a good future. Alternatively, you can post a picture of a young college graduate, to show how saving now can help a family save to put their child through college. A good image can help your convey your cause, and motivates potential clients, possibly giving you an edge over another company, as readers will create a back story to the image that will help strengthen the argument for your services.

Heading Tag

The H1 heading tag is the most important part of your website as it shows a condensed version of what you are about. Additionally, the H1 tag will typically be the largest print on the page, and the first thing your readers see, so utilize it! For a financial institute, you should state exactly what services your company is able to offer, but in as clear a manner as possible. The clearer and easier your message is to understand, the better it will be received. Keep anyone reading engaged, and let them know what your financial institution can offer them that others cannot.


By utilizing these three tips, the quality of your landing pages will improve and more customers will respond to them. Well-maintained landing pages with precise headings, good image choices, and short and understandable page titles will help draw readers in and keep their attention. Remember, that your business is important! People want someone to trust, especially when that person will be advising them on something as important as their finances. To get an opportunity to build that relationship and trust, you need to spend the time to create an effective landing page to use with your other marketing materials and to draw those customers in. The more effort you dedicate to building a solid landing page, the more leads you’ll generate.

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