The Unique Selling Proposition on why somebody should fill out the form. This headline should be clear, concise and attention grabbing.
Are you planning to run a campaign which helps customers PayDay Loans? You can add a simple calculator on your landing page where your visitors can estimate their spendings and come up with a loan which is ideal for them. Calculators/Quizzes are perfect for lead generation on loan landing pages.
Rather than having a long form with lots of fields in finance, you can split the form into a friendly intuitive one. To make it simple and effective have the the most simple questions upfront to avoid losing visitors. You can track each step using Google analytics and MixPanel and analyse them to be more effective.
As the attention span of visitors has considerably decreased over the years try using copy which is easy to read. Ideally bullet points with the headlines and subheadings. Highlight the biggest reasons why visitors should sign up for your loan offer. Also use the space above the fold judiciously - explain what your users should expect above the fold - the biggest benefit of using your product or service.
Do you offer a money back guarantee or something similar which will build more trust? If yes, then adding a badge to communicate this information before the fold is powerful. With financial institutions and loan offers you can reduce visitor anxiety by using badges / logos which represent your brands affiliation with other financial institutions. E.g. certifications, trust badges etc.
If your potential loan buyers are looking for some information which is not clear on the page you can set a trigger and popup a chat window at a timed delay. This would allow visitors to ask any questions they might have and will eventually drive more sales / conversions.