Top 10 Tips on How to Design a Landing Page for Lending Business

Top 10 Tips on How to Design a Landing Page for Lending Business


How to Start a Lending Business, according to Boris Batine When you start a lending business, the first thing you need to do after the paperwork is finished — is to build a website, or as we call it — an onboarding page. In terms of lead generation, the onboarding process is the most important one. And design and user experience connected with it play not the last role. Here are just a few convincing statistics:

That’s why today we’ll focus on onboarding page design will help you maximize conversion.

Top 10 tips for good onboarding from HES designers

#1. Focus users’ attention via single-column design

Why Do Lenders Prefer Software to Excel Loans Spreadsheets? When creating a loan company website, you need to focus all users’ attention on the most important thing — your offer. However, people’s attention and short-term memory aren’t perfect. When comparing single-column and multi-column layouts, studies show that people perceive the information placed in one column better and faster than in two. This happens because we have up to 5 different options on how to read the text located in two columns:

single-column design

So when choosing a loan website design, it’s better to stop on the one that has a one-column layout.

#2. Highlight the most important details using contrast

Contrast is a design principle we can use to highlight the most important information and elements. In a nutshell, the bigger and the brighter the element is, the more attention it drives and the more important it looks. It’s vital to understand this principle when you need to place several components on the page and make sure they have the right relations and don’t conflict with each other.

#3. Choose “trustful” colors

We may try to deny it, but colors are and always will impact our emotions and perception of the brand on a subconscious level. The Colorcom research shows that people need only 90 seconds to judge a product, and from 62% to 90% of that assessment is based on color only. According to color psychology, each color triggers specific emotions. For example, green and blue are normally associated with safety, security, and calmness, and red is more powerful and energetic. However, these associations can be different for every person and depend on age, sex, and cultural background. That’s why there is no universal answer to what colors to choose for your business loan website. And we want to encourage you to be curious, experiment, and test different options.

#4. Create an emotional connection with the user via images

Before we jump into the landing page structure, we want to mention the images. There is a rule in design that you should be able to explain the main idea of the product using one image without any additional text. And it may sound unrealistic for the financial field, but you need to keep this rule in mind when choosing the cover image. For example, if you offer mortgages, choose something that is associated with real estate, not just happy smiling people.

By the way, when you already have several options for the image, it’s good to ask yourself: “what emotion do I feel when looking at it?” – because, through images, we create an emotional connection with the product and brand.

Now, let’s continue with the main elements of the good loan website.

#5. Focus on the application form

Meet HES LoanBox: Ready-to-Use Lending Platform Focus on the application form is what differentiates lending businesses from other industries. On websites for loans, form is the central object that is placed on the first screen. Usually, it looks like a calculator that visitors can use to understand how much money they can get. And by clicking on the button, they are redirected to the loan application form.

application form

Here are three good practices:

  1. Split the application form into several steps and put each step on a separate page. It may be overwhelming to see a long list of fields you need to fill all at once, and it can scare people away.
  2. Minimize the number of fields. It’s understandable that due to the specifics of the branch, the application form should be long. But whenever it’s possible to get the same info with less friction from a potential borrower, do this.
  3. Use auto-fill-in where it’s possible. For example, you can suggest phone codes or addresses via users’ IP and geolocation. But don’t forget that some people use VPNs for security purposes, and you need to let them double-check this information.

Automated Lending Software: Custom vs. Out-of-the-Box After the application form is completed, the user is normally redirected to a borrower portal where they can track the application status and see updates about their current loans.

#6. Increase trust by adding reviews

Building trust is one of the essential tasks for a small loan website. And one of the easiest ways to do it is by adding reviews. Nine out of ten customers say they check reviews before making a decision.

But be cautious. Statistics show that 62% of people avoid companies that censor their reviews. Probably the best idea will be to integrate your website with Google reviews, as it is the most popular online review platform.

#7. Make your offer clear and transparent by answering the FAQ

Another way to increase trust and make your offer more transparent is by answering the most common questions. You can make an FAQ block on your main page or create a separate page for them.

#8. Allow users to communicate with you easily

And even if you added all the blocks we mentioned before, you still need to leave your door open. Add chat functionality to your loan page and highlight the phone number, so users can contact you anytime they have questions.

#9. Add more pages to your website

When visiting a company’s website, people expect that it will have some specific information. The B2B Web Usability Report by Huff Industrial Marketing, KoMarketing, & BuyerZone shows that 52% of respondents want to see information about the company, and it’s the number 3 interest after the product or service information (86%) and contacts (64%). So even though there is no consensus about what is a better multi-page or single-page website, you still can consider adding more than one page to your website. Especially if you have a lot of information that you want to share.

#10. Don’t forget about mobile devices

Lust but not least is the mobile version of the website for lending. Even though it’s hard to imagine that people will complete all the steps of the loan application process using their smartphone, they still quite often do the research using mobile devices. Moreover, mobile optimization is important if you want to show up on the Google search result page, as search engines use a mobile-first approach when ranking websites.

Where to start?

Keeping all these little details in your head may be overwhelming. So to focus on more important for your business tasks, it’s better to delegate website design to professionals. You can hire a designer for a project or just choose a readymade lending platform that will be customized according to your needs without any extra effort from your side.

Ready to start? Get in touch with the team at HES FinTech.

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Tags: FinTech