Hook, Line and Sinker: Crafting Compelling Fintech Copy That Converts

Financial technology moves fast, but savvy fintech copywriting moves faster. In an industry racing towards innovation, fintech brands know conversation copy separates market leaders from laggards.

Yet many still need help to create content that reels in readers and converts them into loyal customers.

Whether you’re focused on banking, payments, investing or insurance, compelling copy is the bait that hooks your ideal customers. Use these proven fintech copywriting tips to boost conversions and rise above the competition.

Write For Humans, Not Robots

Many brands over-optimise their copy for search engines in the race to rank for competitive fintech keywords. But while sprinkling in keywords boosts discoverability, that robotic content fails to connect with readers genuinely.

Instead, aim for an informative yet conversational tone using words real humans would say. Avoid awkwardly packing sentences with keywords. Be transparent about product limitations, not just benefits. And emphasise how you solve real-world problems vs. boasting features.

For example, “Our mobile app’s intuitive interface and easy onboarding helps parents teach financial responsibility and give teens practice managing debit cards” is far more engaging than “Our innovative app includes advanced parental controls, customisable notifications, and secured teen checking accounts and debit cards for families.”

Speak directly to the reader and get creative with analogies they can visualise. Compare complex concepts like blockchain to digital fingerprints or investing to growing a tree. These simple metaphors stick better than technical terms.

Share natural customer perspectives, not just facts about yourself. Rather than “Our AI-powered analytics achieve 12% higher returns,” try “Sarah S. reports our robo-advisor helped her finally feel in control of retirement savings.”

A conversational, human-focused tone builds an emotional bridge to readers. But avoid sounding overly promotional or sales. Focus on being helpful first and selling second.

The goal is crafting copy that feels like a personalised message, not a robot regurgitating keywords. When done right, this human-centric approach forges connections that make readers more receptive to your call to action.

Appeal To Emotions With Benefit-Focused Messaging

Technical jargon and stats have their place, but to truly connect, focus copy on feelings and outcomes. Don’t just explain what you do — convey how you’ll make readers feel.

Rather than “Our robo-advisors algorithmically optimise your portfolio asset allocation,” try “Invest confidently knowing advanced AI manages your savings.”

Emphasise how you provide security in uncertain times, simplify complex tasks, deliver convenience 24/7, or give customers control of their financial lives. These emotional appeals are what converts.

Sprinkle In Social Proof and Urgency

Earning readers’ trust takes time to happen. That’s why subtly weaving in social proof can give your brand instant credibility.

Mention credible publications like CNBC and TechCrunch that have praised your fintech innovativeness — spotlight recognisable logos of current customers, significantly larger banks and financial institutions.

Quote and attribute positive feedback from users describing how your services improved their finances. For example, “As featured in the Wall Street Journal, 85% of customers say our budgeting app helped them save 20% more annually.”

But don’t overdo it. A few strategic namedrops and testimonials go a long way.

You can also inject a sense of urgency to prompt action. Convey limited availability of new products or features. For example, “Be among the first 1,000 customers to experience our new 2-day funding times.”

If you have a seasonal offer or upcoming price increase, make readers aware in a subtle, helpful tone. “Lock in our lowest 2.99% APR before rates rise next quarter.”

Urgency compels visitors to act now rather than put it off. But take care not to exaggerate claims or come across as pushy. Reinforce scarcity in a transparent, authentic way.

Combining social proof and urgency enhances trust while capitalising on the fear of missing out. Use them judiciously to motivate conversions without aggressive hype.

Optimise For Readability

Financial technology may be complex, but your copy should be different. Respect readers’ limited time and attention spans by optimising content for easy skimming.

Use short sentences and paragraphs focused on one main idea each — chunk long blocks of text with descriptive subheaders. Implement bulleted or numbered lists when possible.

For example:

- Onboard new users seamlessly

- Safeguard accounts with biometric security

- Manage portfolios with award-winning AI

Tables, graphs and charts also present data more digestibly while breaking up walls of text.

Simplify necessary jargon and fintech terminology. Briefly explain industry acronyms on the first reference, like “robo-advisors (automated AI investing services)”. Consider including a glossary defining key terms.

Quote statistics and percentages sparingly, emphasising what they mean to the reader. “Our encryption has never been hacked” is more meaningful than “We use 256-bit encryption.”

Stick to active voice and decisive action verbs like “secure”, “automate” and “accelerate”. Avoid passive voice and fancy adverbs that add fluff.

Tight, scannable copy removes friction for readers in a hurry. Paragraphs should be at most 3–5 concise sentences. Add white space between sections.

With short informative bursts focused on helping, not hype, you create a user-friendly fintech content experience that builds trust and clarity.

Polish Your Call To Action

Calls-to-action are the moment of truth. After building rapport through your copy, tell readers their next step and optimise CTAs for conversion.

Lead with the benefit. “See Your Savings Grow” is more compelling than “Invest Now” — ditch generic verbs for specific value statements.

Use contrasting colours, buttons and clickable images to highlight CTAs. This visual prominence grabs attention. Ensure they are above the fold and repeat CTAs in multiple places.

Keep language short, action-oriented and scannable: “Get My Free Quote” or “Schedule a Demo”. Include deadlines and discounts to incentivise acting faster.

Craft different CTAs to address multiple motivators and stages of the buyer’s journey. For example:

• Learn more about our security features

• See pricing and plans

• Schedule a consultation

Test different words, colours and placements to determine what converts best. Track CTA performance in your analytics. Refine over time.

An effectively optimised CTA distils your persuasive copy into one clickable moment. Lead users seamlessly from insight to action with clear direction focused on their needs.

Polish and perfect your calls to action, and watch more prospects take the next step from consideration to conversion.

Finally, How to Turn Readers Into Customers With Compelling Fintech Copy?

In the fast-changing world of financial technology, a standout brand needs a copy that converts at every touchpoint.

As we’ve covered, fintech copywriting is a delicate balance between optimising for humans and ranking for SEO. Appeal to emotions and logic, build authority and urgency and convey your actual value simply.

But even the most seasoned in-house marketing teams can benefit from the guidance of expert fintech copywriters.

That’s where Headline Hustlers comes in. Our fintech copywriters live and breathe financial content. We intimately understand the nuances of crafting copy that sells in this competitive niche.

From blog posts to emails, white papers to web pages, we become an extension of your team. Our fin-savvy talents will help polish your messaging, boost conversions, and capture more customers.

Ready to turn more readers into loyal users? Let’s chat about your goals and craft copy that delivers results. Visit The Write Brothers now to get the ball rolling. Our fintech copywriting expertise is here and ready to hook your next customer. Let’s get reeling them in.