As a FinTech company, building trust between you and potential customers is one of the most important steps in generating leads and conversions. To build trust, your FinTech website must inform, educate and engage users, providing the highest quality of customer service and user experience at all times.

Search engines such as Google are constantly evolving and updating to provide users with the most trustworthy, relevant and useful websites. If you optimise your FinTech website for SEO successfully, your landing pages will reach the right audiences and you’ll be saying hello to your newest customers in no time at all.

According to Google Ads Keyword Planner, online searches for ‘FinTech SEO’ have increased by 133% in the last three months alone, and are up by 75% compared to this time last year. There has also been a 100% increase in online searches for ‘FinTech SEO agency’ within the last year, which shows there’s an increasing demand for SEO within the FinTech industry. 

It’s important that you get ahead of the curve before your competitors do the same and we’re here to help! By implementing our SEO tactics, your website will help you build trust, maximise your market presence and generate leads that convert.

Here are some of our top SEO tactics to improve customer experience and generate more leads and conversions for your FinTech business:

Competitor Research

First thing first, you need to identify who your competitors are in the organic search space and understand what they’re up to. If you don’t know who your competitors are or how well they are performing, you won’t be able to leverage SEO to generate leads and conversions.

So, how do you identify your competitors? There are three categories of competitors you need to identify if you’re looking to use SEO to generate leads and conversions:

  1. Industry competitors - These competitors are the other FinTech companies who provide similar products or services and target the same types of customers as you.
  2. Organic competitors - Your organic competitors are the websites that are targeting and ranking highly for similar keywords, consistently publishing relevant and useful content, and are receiving high levels of traffic.
  3. Local competitors - You’ll find that your local competitors are a mixture of industry and organic. These are the FinTech companies who are regularly topping the SERPs within your local community and frequently appear in Google’s Local Pack, a feature that appears at the top of the SERP. Find out more about how you can leverage your own local SEO.

Once you’ve identified who your competitors are, you can understand exactly what they’re doing and how effectively they’re doing it. One of the best tactics to use is a SWOT analysis of each of your main competitors. This gives you the chance to identify their strengths, weaknesses, opportunities and threats. In doing so, you’ll have a clear understanding of where you sit within the market and organic opportunities where you can dominate!

When you conduct your competitor analysis, you should analyse the following:

  1. Market share - How much of the market do they dominate and how much potential is there for you to penetrate this and own more of the market?  
  2. Audience - Who are they targeting and how much of their audience overlaps with yours? Are they targeting any audiences that you’re not?
  3. Products and pricing - Consider what products and services they offer, and their pricing strategies. 
  4. SEO strategies - What SEO tactics and strategies do they excel or fail in? Perhaps they focus on dominating local SEO opportunities or are particularly strong with technical SEO. Take a look at what type of content they’re creating and see if there’s anything that sparks inspiration for your own content. Essentially, you should be looking at what other FinTech companies are doing in the organic search space, and how you can do it better!

Content Audit

Creating valuable content for potential and existing customers is one of the key ways you can build trust as a FinTech company. If you can establish your website as one that provides reliable, educational and informative content, Google is more likely to rank it above others which means customers will find you easily. Plus, once they find you, your content is more likely to generate leads as it has gained their trust - a core part of forming any relationship with new customers. If your customers trust you then this is a foundation for making your brand thrive because your audience knows that they can rely on you to provide quality service time after time. 

One of the best SEO tactics you can leverage to generate more leads is to perform a content audit of your website. As a FinTech company, you will have content all over your website, from landing pages about services you provide and product pages to informative blog pieces. However, your copywriting could be letting you down if it’s not optimised properly.

Using platforms such as Google Analytics and SEMrush, you can obtain crucial data about the content on your website, from traffic and ranking positions to issues such as duplicate content.

Once you’ve completed an audit of your content, you can assess what is working well, what needs improvement and what may be worth deleting altogether. Here are a few important things to look out for when assessing content:

With this new information, you can optimise existing content accordingly, and identify opportunities for new content creation! With Google’s new ‘helpful content’ update, it’s more important than ever to make sure every single piece of content on your website is useful, informative and relevant.

Keyword Research

As a FinTech company wanting to use SEO tactics to generate more leads and conversions, keyword research is your new best friend!

Keyword research shows you exactly what users are searching for and can help inform the content you create on your website. By doing keyword research, you can understand better the intent of users who are searching for FinTech-related search terms. This may mean you decide to produce more informative blogs as your target audience is in the ‘awareness’ stage of their journey, or detailed product pages if they’re searching for ‘purchase’ related terms. No matter the search intent, any consumer will fall into a stage of the purchasing funnel, but knowing the motivation behind their search helps you to more effectively target them as potential buyers in various stages of the funnel as you can appeal to their underlying needs. 

Tools such as SEMrush and Google Ads Keyword Planner are great for conducting keyword research as they provide the number of average monthly searches, highlight whether this number has increased or decreased, and show you similar terms that may be useful. Check out our blog on keyword data to learn about the common pitfalls when it comes to trusting keyword data.

Once you have performed your keyword research, you’ll be in a great position to tailor content toward these search terms. This way, you know that you’re creating relevant content that your target audience will care about which, in turn, will generate more leads and conversions. Plus, informative and relevant content informed by solid keyword research is one of the best ways to build trust between you and your potential customers, which is really important for any FinTech business!

Link Building

Our final SEO tactic to drive conversions for your FinTech business is link building. Implementing a strong link-building strategy will strengthen the authority of your website in the eyes of Google, helping you rank higher on the SERPs.

There are two main types of links that you should be looking at:

  • Internal linking - These links are the ones that take users to other pages on your website. Common internal links include blogs, contact pages, similar products, and related services. Internal linking is a way of showing Google which pages are particularly important and also highlighting to users other pages they may find useful. Read all about internal linking, from why it matters to implementing an effective internal linking strategy, with our guide to internal linking.
  • Backlinks - Backlinks are links that come from another website altogether. These are really important because Google takes your backlink profile into consideration when ranking pages because these links are considered to be a vote of confidence in a specific page or website. It’s important to remember that it’s not just the number of backlinks that matters, it’s the quality of these links. Backlinks are given ‘trust flow’, ‘citation flow’ and ‘domain authority’ scores that indicate how reliable or powerful a particular link is. You may decide to implement a link-building strategy using Digital PR campaigns. To learn more about the relationship between the two, read our blog on demystifying link building and Digital PR. You can use tools such as SEMrush to find backlinks for your own website and your competitors. 

Key Takeaways

So there you have it…our top SEO tactics your FinTech company can use to generate more leads and conversions!

Competitors analysis, keyword research and content audits are crucial if you want your FinTech website to dominate the organic search market. They really are the bread and butter of an effective SEO strategy.

By understanding what your competitors are doing, creating helpful and reliable content, and building authority through backlinks, your website will become an SEO powerhouse! As a result, you’ll be able to build trust between your FinTech business and your customers, as well as Google.

If you want to talk to us about any aspect of SEO, Digital PR or want to learn about how we leverage human behaviour to help you elevate your marketing strategy, get in touch with us today.




Wordsmith Morgan joined the Reflect Digital team fresh out of University and is learning about the world of digital marketing while supporting the SEO team with highly engaging content. With a background in website administration and social media, she also brings a broader perspective to her clients. 

More about Morgan

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