Financial copywriting plays a pivotal role in establishing strong positioning in your market. Copy lies at the heart of every website, every social page. Without great copy, your website will struggle to attract prospects and convince them to take a closer look at your products
Copywriting is far from easy. A Nielsen Norman study discovered people read just 20% of words on a webpage, with 28% the upper limit. People don’t have the time to read copy that doesn’t compel them.
That’s why this article will give you a closer look at copywriting for financial services, drawing on examples of some companies that (Genuine thinks) are doing it well.
What is Financial Copywriting?
Financial copywriting is the process of writing persuasive words for any business in the financial services industry, whether they be fintechs, banks, accounting firms, or financial advisors. While all copywriting does the same thing, financial copywriting is different because it’s set against a backdrop of regulations and often complex subject matter. Good financial copywriters understand issues like money, investing, and corporate finance are challenging topics. That’s why they work hard to write great financial copy that reassures people.
How does Financial Copywriting Differ From Content Marketing Writing and Ghostwriting?
It’s a subtle distinction. Here’s how Genuine sees it:
- Financial copywriting is all about selling with words. It focuses on guiding readers through a buying journey. It prioritizes action.
- Content marketing writing is often less direct. It’s about building awareness. That’s why content marketing programs are full of learning resources: blog posts, articles, whitepapers, case studies, and glossaries. Financial content dives deep into issues.
- Financial ghostwriting is another content creation method that is useful for thought leadership. It involves partnering writers with a subject-matter-expert, so that the pair can work together to produce content under the expert’s byline.
Still confused by these differences? Just remember that the big difference with copywriting is that it aims to achieve a conversion.
3 Examples of Effective Financial Copywriting
Let’s look at a few examples of great financial copywriting and dissect what makes them so powerful.
Ellevest is a financial company for women, by women, and has crafted a unique niche for itself in a crowded consumer investment app marketplace.
Ellevest’s homepage adopts a conversational tone with a bold font. The black-on-white design amplifies the CTA button, and the image complements the copy, with ‘$15,000’ prominently highlighted.
Ellevest’s copy is simple, in line with its aim to remove any intimidation from financial planning. Their copy also removes obstacles in creative ways, as is evident on the pricing page. The headline ‘Where $1 is enough’ establishes how simple and affordable Ellevest’s product is. The CTA button’s text ‘Become a member’ implies exclusivity and access, which further encourages conversions.
The ‘Invest’ page shows how copy and design can team up to great effect. The headline is cheeky without being off-putting. The subheading text packs social proof, issue elimination, and proof of technical sophistication into a single sentence.
The ‘from a source of stress to source of strength’ phrase directly speaks to readers’ pain points about finances, while ‘award-winning’ and ‘investing algorithm’ convey social proof and technical savvy. Complementing this copy is an image that shows how easy the onboarding process is. The use of words like ‘smart and successful’ speaks to how Ellevest’s prospects view themselves, selling the product’s suitability even more.
Ellevest’s website is a useful example of a company balancing empowerment, education, and sophistication.
While Ellevest firmly occupies the mainstream in fintech, B2B small business financing firm C2FO is a more niche offering. Its website is business-oriented, with an audience of owners seeking to eliminate the stress typically associated with small business financing.
The company exists in the highly competitive online lending marketplace where bigger competitors offer personal and business financing options. To stand out, C2FO must stick to its brief and speak to its audience directly. The homepage is a good example of how well the company does this.
The headline is straightforward and direct and it tells the reader what the company offers. The here body copy conveys a flexible and customer-oriented approach that further appeals to business owners. The keywords used give the company a chance to optimize their page for searches like ‘working capital financing’ and ‘improve cash flow’.
C2FO’s ‘Vendor’ page directly addresses business-owners’ biggest pain point. Interestingly, the headline and subheading could easily switch places given their lengths. That’s a hint that some form of A/B testing may be taking place.
Great financial copywriting is far more than words on a screen. Good financial copywriters convey information in an easily-understood manner while giving the reader options to explore further. C2FO shows this on its pages by listing benefits in an easily-understood image that presents numbers. The company backs this up by listing a series of detailed answers to FAQs for those who wish to dig deeper.
The language in these lists is slightly more complex than the headlines higher on the page. Given its B2B focus, using industry-specific language is OK. It establishes authority. The reader instantly knows that C2FO knows what it’s talking about and can be trusted.
Speaking of trust, C2FO builds this by combining a testimonial and a case study with text with video. The testimonial is powerful and speaks about benefits, while the video gives prospects the choice of exploring further.
Overall, C2FO does a great job tailoring its copy to appeal to a niche audience. It projects positivity and assistance.
3. First Direct
First Direct is one of the many neobanks that have disrupted traditional banking by appealing primarily to younger and underserved demographics. Their challenge is two-fold. First, they must set themselves apart from traditional banks. Second, they must present a “bank-like” authority in everything they do. That’s a fine line to walk.
The neobank’s copy is both quirky and serious as a result. Its homepage uses a classic white-on-black design to amplify headlines. The lower case letters keep things informal while delivering an authoritative message. It also keeps everything in line with brand styling guidelines. The red highlight accentuates the message further.
Social proof is all-important for a company in a disruptive industry like fintech. First Direct conveys it with a simple image from a survey. A hallmark of good copywriting is knowing when to step back with text and letting images do the work.
Quirky graphics replace the traditional stock photo-like images banks use on their websites. Instead of people smiling at laptop screens, First Direct uses inclusive graphics backed by traditional bank-like menu choices. The text describing these choices is direct and conveys the action users can take.
This quirky and serious combination carries over to account descriptions as well. The rhyme ‘save a little, save a lot, lock it away or dip into it every day’ is followed by a serious-sounding description of the bank’s savings account features.
First Direct combines informal language with technical descriptions expertly throughout its website. The result is a consistent brand image that personifies the bank and differentiates it from a traditional financial institution.
Use Financial Copywriting to Your Advantage
As you’ve seen, financial copywriting can elevate brands and forge strong connections with prospects. The financial copywriting examples highlighted in this article give you just a hint of the possibilities for your fintech. To recap:
- Ellevest’s copy positions the company as the ideal choice for independent women.
- C2FO speaks to a niche audience by conveying convenience in its copy.
- And First Direct adopts a quirky tone to differentiate itself from lots of bank-like competition.
Each company is using copy to improve their brand positioning and be more appealing to customers. That’s the power of great financial copywriting.