Conversion
What landing page format converts best for financial services?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
What landing page format converts best for financial services?
A 1-page with hero, 3-bullet value prop, calculator or cashflow demo, 2-3 testimonials, compliance block and a single-form CTA converts at 6-14% for UK advisers.
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Winning structure
- Hero: outcome headline + credibility badge
- Three benefit bullets
- Interactive element (calculator, comparison, cashflow preview)
- 2-3 testimonials with full name + firm
- FCA number + balanced risk footnote
- Form: 4-6 fields max
Anti-patterns
- Nav links that leak traffic
- 10+ field forms
- Aggressive urgency timers (breach Consumer Duty)
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