Design that converts, not just looks good

Design isn’t just about looking good, it needs to inspire action. And if it doesn’t, then it’s not doing its job.

For fintech marketers, design can be particularly challenging, as you often have to balance complex information with visually engaging elements that are easy for your audience to understand and act upon.

In this video series Sally, Ben and Andy explore a few key principles so you can design content that grabs attention, communicates clearly, and drives the action you want.

Here’s a short summary of what we covered:

1. The biggest mistakes in content design

   Avoid overcrowding your design with too much content. People in this day and age just want to take in information quickly, so the easier it is for them to digest, the better chance they’ll be able to use that knowledge.

2. The power of hierarchy

   Your content should have a visual hierarchy that guides your audience. Ben reiterates how it must lead with impact to grab attention, followed by your message, and then a simple, clear call to action. This order helps ensure they walk away with the most important takeaway.

3. Getting accessibility right

   Good design isn’t just about visuals, it’s about making content easy for everyone to engage with. Andy recommends starting with strong contrast (like dark backgrounds and white text) before layering in brand colours. That way, your content is legible from the get-go. There are also simple online tools that can check your accessibility score, helping ensure your designs are inclusive for users with visual impairments. Small adjustments here can have a big impact on reach and engagement.

4. Consistency matters

   If you're designing your own content, always start from the master template to ensure consistency in format, colours, font weights, sizes, and messaging.

   Repeatedly copying the last version of a design can cause subtle shifts over time, gradually weakening your brand’s visual consistency.

5. The secret to maximising content

   Andy points out that the fintech sector offers great opportunities for repurposing content, where long-form content such as white papers are frequently published. For example, if you’ve got a 10-page PDF and each page with its own headline, you can turn those headlines into 10 separate social posts.

   The trick is to look at each piece of content and think about how you can break it up and use it in different ways to get the most out of it.

6. Tailoring content for better engagement

   Content can also be repurposed across different verticals, allowing you to not only break down a whitepaper or solution guide into various formats but also adapt it for specific audiences.

   This could mean taking a broad approach for an entire sector, such as banks or insurers, or using it in ABM strategies to engage a particular target account.

   Typically, this involves crafting a tailored or personalised introduction, incorporating relevant case studies, and customising the CTA to resonate more effectively with each audience.

7. Design priorities for startups

   If you’re a startup or small business, the best time to start creating and sharing content is now, even if it’s not 100% perfect. Focus on getting something out there, then tweak it over time based on feedback and performance.

8. Benefits of outsourcing

   Outsourcing your design work to an agency means they take the time to gain a deep understanding of your brand and audience, not just your colours and messaging.

   And partnering with one that specialises in your sector means they bring industry insights to help improve performance. Plus, it frees up valuable time to focus on growing your business while experts handle design.

In summary

Whether you're building brand awareness or trying to drive conversions, strong design plays a huge role in how your content performs.

From keeping things simple and consistent to repurposing what you already have, these small tweaks can make a big difference. And if you’re short on time or expertise, working with a design partner who knows your industry can help you move faster and look more professional doing it.

Need support bringing your content to life? We help fintech marketers turn long-form content into eye-catching assets that actually get seen.

Watch the video to see how, or book a call with me if you’d like to chat.