Copywriting is crucial for businesses in the financial industry. The right messaging can attract clients, build trust and grow revenue. Whether you use great financial copywriting for a website rebrand or social media posts, there are many ways effective writing can reach your target audience.
To reap the benefits of financial copywriting, you must work with writers who understand the nuances of the industry and can explain complex topics for your target audience. Moreover, the copy must be unique and branded to help your company carve a space in the financial market.
For financial companies seeking to strengthen branded touchpoints, convert more leads or humanize digital experiences, let’s explore copywriting techniques that deliver results. As leaders in on-demand financial marketing talent, Creatives On Call provides access to specialized writers versed in these proven approaches.
Why Copywriting Matters in the Finance Industry
Modern consumers face endless options for financial services vying for their attention daily. From enticing offers filling mailboxes to persuasive advertisements following every internet click, today’s inundated financial services prospects quickly overlook indistinct messaging. Thankfully, strategic copywriting cuts through the noise.
For financial brands, written words on websites, campaign landing pages, product one-sheets, email nurtures and more represent make-or-break sales opportunities. Copywriting also builds essential awareness and shapes brand perceptions when done skillfully. Copywriting is an essential investment for many reasons, including:
- Positioning: With largely commoditized products to choose from across financial verticals, copy gives brands the power to highlight differences in offerings that influence decisions.
- Trust-building: Cyber threats and economic uncertainty exacerbate financial services credibility challenges. Strategic writing emphasizes security and stability.
- Cross-channel storytelling: As customers engage brands across online, mobile, branches and beyond, cohesive messaging aids transitions through helpful, personalized narratives.
- Compliance navigation: Required statements on rates, risks and more blend seamlessly into balanced copy or deter readers if mishandled. Expert financial writers finesse this line skillfully.
- Brand identity: From tone to word choice and voice, writing echoes the core ethos financial companies wish to project around areas like innovation, transparency and compassion.
The bottom line is that words make first and lasting impressions in banking and finance. At Creatives On Call, we’ve worked with over 100 financial companies to solve complex marketing challenges. Our writers have years of experience in the financial niche and can deliver on critical promises, creating copy that resonates at pivotal consumer touchpoints.
Types of Copywriting in the Financial Industry
Financial services incorporate diverse categories and specializations that span commercial banking, investment brokerages, credit cards, insurance, mortgage lending and more. Each area presents distinct copywriting opportunities with different objectives and messaging considerations. Depending on where you’re at in your marketing journey, you may need a range of content or content for a specific campaign or customer group. Types of financial content include:
Thought Leadership Content
Thought leadership content refers to articles, white papers, videos and blogs educating consumers, advisors and enterprises on financial topics, brand philosophy, market insights and more. This content nurtures prospects and conveys subject matter expertise.
Website Copy
Website copy refers to branded stories, value propositions and product explanations throughout financial service brand websites aimed at capturing interest for lead generation. This copy includes search engine optimization (SEO) category pages.
Landing Page Copy
Landing page copy is concise, conversion-focused copy on lead generation landing pages with gated offers, calculators, resource exchanges and account applications.
Campaign Copy
Campaign copy brings integrated cross-channel financial services ad campaigns to life across formats like display ads, radio spots, direct mail and sales collateral.
Email Copy
Email copy refers to the writing used in email campaigns targeted to customer groups based on analytics-driven insights for timely, relevant recommendations, education and offers.
Social Media Copy
Social media copy is short-form conversational writing crafted to engage financial service prospects across social platforms through helpful information sharing, humanizing brand voice and promotions.
The diversity of financial verticals coupled with cross-channel outreach strategies provides endless applications for specialized copywriting skills. The Creatives On Call team brings years of experience across financial concepts and writing types to deliver all-in-one solutions. Whether you need a writer specifically for email and advertising campaigns or want to work with us long-term to build up a website blog, we’re here to help.
Best Practices for Financial Copywriting
While there’s a range of copy financial companies can create, there are best practices writers should prioritize:
Conveying Complex Topics Clearly
Finance revolves around intricate products, services, calculations, policies and protocols unfamiliar to the average consumer. Without proper explanations, this complexity can confuse prospects and overwhelm decision-making. Strategic copywriting acts as a clarifying agent – taking details and translating them into comprehensible and intriguing messaging.
When it comes to explaining financial offerings, many brands default to risk-averse legal and compliance terminology. This technical jargon is precise but rarely compelling. Skilled copywriters rework passages like:
“Policyholders must submit notification of incidental occurrences to initiate potential indemnification subject to investigatory corroboration.”
Into reader-focused versions such as:
“If something happens to your home, car or valuables, let us know right away. We’ll verify details so you can receive covered compensation.”
These samples demonstrate how financial copywriters make the complex clear. Clarifying language, warm tone, conversational voice and decisive calls-to-action (CTAs) can drive more conversions.
Personalized Copy Connects
Today’s financial services marketplace provides no shortage of big brand options for banking, credit cards, insurance and beyond. Breaking through the noise requires messaging tailored to customer segments and aligned to products meeting their needs. Strategic copywriting plays a pivotal role.
By leveraging customer intelligence and analytics, financial copywriters craft personalized narratives that resonate. This involves highlighting specific benefits of offerings based on demographics, financial positions, goals and behaviors.
For example, a credit card aimed at small business owners may emphasize spending analytics and rewards programs for common purchases like shipping and equipment. Alternatively, a card targeting young professionals could focus copy on budget management features and opportunities to earn points on dining or travel.
These kinds of personalized value propositions keep content and campaigns feeling relevant amidst overwhelm. They also nurture customers through targeted education and helpful recommendations.
Compliance Considerations
Financial copywriting requires meticulous attention to regulations, disclosures, disclaimers, rates and related details. Strategic financial writers understand marketing best practices as well as financial compliance. They integrate required statements smoothly into balanced copy, avoiding feelings of “fine print.”
Many financial brands default exclusively to compliance teams for customer-facing content. However, collaborations between marketing copywriters and compliance produce optimal results. Marketing writers add warmth while adhering to guidelines, while compliance teams ensure statements meet fiduciary duties. Creatives On Call’s writers can work with our in-house experts as well as your compliance team to ensure compliance.
Optimize Landing Pages That Convert
In digital marketing, landing pages with gated content and calculator tools generate high-quality leads by exchanging value. Precision copywriting removes friction in these exchanges, persuading visitors to take desired actions.
Introductions clearly state the offering’s benefit, which establishes relevance before asking for contact information. Form fields and calculators include microcopy guiding usage. Success messaging thanks users post-conversion, which begins customer relationships positively.
For example, an auto insurance landing page could summarize how much users save by comparing rates. The information exchange requires only an email and zip code to deliver these custom quotes. A student loan refinancing calculator yields savings totals if you input your current balance and rate.
These copy-driven lead generation assets help financial brands attract and assist prospective buyers at scale across the buyer’s journey.
The Voice of Financial Brands
In a crowded financial field struggling to differentiate largely commoditized products, brand voice is one of the few ways companies can stand apart. The most compelling financial content flows from brands exhibiting distinct voices aligned to traits like:
- Trustworthy: Copy from established brands exudes stability with CTAs focused on safety and security. Messaging emphasizes legacy, transparency and protection.
- Friendly: Challenger financial brands position themselves as partners — rather than as cold corporations — through warm, conversational copy. Tone balances expertise with compassion.
- Targeted: Copywriters should talk to the brand’s target audience in a voice that’s tailored to their needs and financial goals. When customers feel listened to, they begin to associate positive feelings with your brand.
There’s no “one-size-fits-all” with financial copywriting, but Creatives On Call is here to help you find your voice. In addition to connecting you with experienced copywriters, we can create a team of marketing experts to build and execute a content strategy. We know that marketing is not a standalone effort, which is why we want to work with you to create a marketing plan that delivers continuous results. From social media to landing pages, we’ll help ensure your copywriting speaks to customers at every touchpoint.
About Creatives On Call
As an industry-leading marketing and creative consultancy, Creatives On Call specializes in helping businesses solve marketing and communications challenges. From mapping out the financial services customer journey for a marketing campaign to connecting you with expert banking copywriters, we are here to take your business to the next level.
While Creatives On Call believes in the power of marketing as an ongoing effort, we can also connect you with copywriters for single projects. Or, we’ll build your “dream team” for financial marketing services so you can make a name for yourself in the industry. Let us put our expertise to work to accelerate your growth.
Wherever you are in your marketing journey, we’re here to meet you and get to work. Contact us today to get started.
Frequently Asked Questions
What are some key elements of good financial copywriting?
Good financial copy should clearly explain complex topics, resonate through personalization, integrate compliance seamlessly, optimize lead generation conversions and reflect an authentic brand voice.
How can you make boring financial topics interesting?
Savvy financial writers use storytelling techniques even for dry subject matter. Analogies, anecdotes and insights make messages relatable. Asking questions also draws readers into content, while interactive elements keep them engaged.
