7 Tips to Building Campaign Landing Pages That Work Harder

Landing pages are a critical tool in a marketer’s toolbox and, if used well, can be the difference between inbound marketing success and failure. Here’s how to build a landing page that really works.

Landing pages provide visitors with additional, compelling information about a specific product or service with the ultimate goal of generating a conversion. Ultimately, your marketing will only be as effective as the landing page you drive people to. Unfortunately, the typical landing page loses more than half of its visitors immediately because they lack key elements. Don’t let this happen at your financial institution.

1. Design to impress

Visitors will form an immediate opinion about your institution, its trustworthiness and its ability to provide exceptional banking solutions based solely on the design of your landing page. A good landing page design will create brand equity, visually focus on the call-to-action, decrease the chances of an exit and provide opportunities to dazzle your audience with additional marketing material.

2. Keep it simple

Too much information on a landing page can distract and overwhelm your visitors, which could result in the loss of a solid opportunity. Keep your landing page informative with clear and concise messaging. Use a bold heading that clearly communicates the topic of the page. Use bullets to illustrate your points. Eliminate the main site navigation menu and its clutter. These are effective techniques to simplify and enhance a visitor’s experience.

3. Maintain laser focus

Focus on a single product or service. It’s just like that expression: If you try to get everything, you will end up with nothing. If the page is about home loans, stick to that topic. Don’t try to cross-sell them on credit cards or other lending solutions; leave that for your main website.


An example of an attractive landing page with a solid headline, clear benefits, strong calls-to-action and consistent branding (logo removed).

4. Entice visitors with killer copy

It’s not enough to simply explain the details of a product or service. You have to persuade and connect with your audience through engaging copy. Your audience wants to know how your product or service will help them or provide a better banking experience. Outline the benefits clearly. Support your claims with evidence, such as testimonials. Your audience will be more confident in your institution and what you’re offering if you do this.

5. Have a clear call-to-action

Ultimately, you want your landing page visitors to take action, whether it’s to apply for a loan, sign up for online banking or contact the nearest branch for more information. Provide clear and simple instructions on what they should do and how they can do it. Additionally, include multiple links in several different areas so they can proceed easily to the next step in the process.

6. Appeal to all devices

It’s no secret that the number of individuals using mobile phones and tablets is continuing to increase. This is particularly true for financial institutions, as they draw visitors to their site with various online and mobile banking solutions. But did you know that 61% of individuals are likely to leave a site if it isn’t mobile-friendly? It’s essential to develop a landing page that appeals equally to users of all devices. Investing in responsive design is a fool-proof way to ensure such scalability and increase conversions.

7. Test different versions of your page

If your institution has the time and budget, consider developing multiple versions of your landing page with slight variations. If it’s a page for auto loans, consider trying different colored “Apply Now” buttons or slightly different copy. A/B testing allows you to see which page performs better and focus your efforts and budget on the winning page. Be sure to review your analytics thoroughly and understand that different audiences will yield different results.

Michelle BrownMichelle Brown is the Director of Marketing at ZAG Interactive, a full-service digital agency in Glastonbury, CT that has built hundreds of bank and credit union websites. You can call Michelle at 860.633.4818, or send her an email.

This article was originally published on July 17, 2013. All content © 2018 by The Financial Brand and may not be reproduced by any means without permission.


  1. James Robert Lay says:

    To point number 2, it is true that we as humans complicate things more than they need to be. This is where I see the biggest breaking points for credit unions and the use of landing pages when it comes to a call to action. I agree about including multiple links only if they lead to the same area. Often times, when we audit credit union landing page, they use multiple links that lead to 3, 4 or in some cases 5 different areas to their main website. Once again, the digital journey has been complicated.

    Many calls to action are to apply for a loan or to open an account but consumers are often lead to a third party site.

    What happens here is analtyics and tracking go out the window and more importantly the digital journey reaches a fork in the road as the 3rd party sites may have a different look and many of them are not that user friendly for applying. For example, if the digital journey on the landing page starts via a mobile device, but the call to action takes one to a 3rd party site that is not mobile optimized, chances are good a lead is lost.

    To combat this, I recommend using short lead forms to capture basic lead information for which a digital process can then be implemented to nurture and convert the lead for a loan or new account.

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