Core principle
Treat compliance as a conversion asset. Clear disclosures, plain-English risk warnings and prominent firm credentials measurably increase form-completion rates because they build trust in a category where trust is scarce.
The four layers
- Creative layer — no guaranteed-outcome language, no dark patterns
- Landing layer — firm name, FCA number, risk warnings, fair-value signalling
- Qualification layer — vulnerability triage questions routed to specialist advisers
- Data layer — Consumer Duty outcome tracking, retention and deletion rules
Performance expectations
Firms that redesign existing funnels to compliance-first typically see:
- 15–30% lift in form completion rate
- 20–40% reduction in FCA-related ad disapprovals
- Zero material increase in CPL
Common mistakes
- Hiding risk warnings in small print
- Running the same creative for vulnerable and non-vulnerable audiences
- Delaying FCA review until after creative production