One line about credit scores, placed before the form.

Why this page is structured around maximum regulatory transparency

Secure My Loan is a trading style of Fluent Money Ltd, an FCA-authorised loan broker. The page operates in a regulated environment with specific requirements for clear disclosure of broker status, representative APR, risk warnings, and payment consequences. Rather than treating these disclosures as compliance burdens, the page design folds them in as trust signals. The regulatory framework is presented as evidence of legitimacy, not just legal obligation.

Waseem Bashir CEO, Apexure

"Financial services pages that treat FCA regulation as a trust signal rather than a disclaimer convert better. A visible FCA registration number near the form ('FCA Firm Reference 654425') tells a consumer that someone they can verify has assessed and approved this business. That's a more powerful trust statement than any testimonial, because it's backed by regulatory accountability rather than commercial incentive."

Design decisions

The split-screen layout

Key product features on the left, the quote form on the right: the right structure for a lead generation page where the form is the conversion action. The left column makes the case for action (loans from £10,000 to £250,000, low interest rates, CCJs and arrears welcome, fixed rates available) while the right column provides the mechanism for action. Both elements are visible above the fold without requiring any scroll, meaning a ready-to-convert visitor can complete the form without reading a single word of the left column.

Loans from £10,000 to £250,000

This framing immediately self-qualifies visitors who need a specific loan amount. The wide range signals that the product serves both relatively modest home improvement needs and substantial debt consolidation requirements. The ‘CCJs, Arrears & Defaults Welcome’ bullet is a particularly important inclusion. It explicitly invites the segment of borrowers who most need a broker’s help but who most expect to be turned away.

The 99% satisfaction figure

“of over 4,000 people who rated the Fluent Money loan brokering service gave it 4 stars or better”: this is anchored above the form and sits directly before the credit score reassurance. The specific framing (‘over 4,000 people’, ‘4 stars or better’) gives the figure enough granularity to feel credible. A round number (e.g. ‘99% satisfied’) alone would feel imprecise; the supporting volume and rating threshold detail makes it feel like a real measurement.

The media logos

BBC, The Telegraph, Mail Online, The Independent: these appear beneath the 99% satisfaction figure, forming a trust band between the social proof and the form. Their placement is precise: they validate the brand credibility at the exact moment the visitor is deciding whether to provide personal and financial information. For financial fraud-conscious consumers, seeing BBC and Telegraph logos reduces the ‘is this legitimate?’ hesitation that abandons more loan quote forms than any UX friction does.

The regulatory footer

The footer is extensive and transparent: it explains Fluent Money’s broker status, the representative APR (9.1% APRC for a specific example), the total repayable amount, the FCA registration number, and a full risk disclosure about home repossession. This level of transparency is required by regulation but also functions as trust signal for financially literate consumers who value brokers that are forthright about terms rather than hiding them in fine print.

Trust architecture

Secure My Loan’s trust architecture is specifically calibrated for financial fraud-sceptical consumers who are both apprehensive about the loan product (can I get approved? What’s the real cost?) and about the digital experience (is this company legitimate? Will they sell my data?). Media logos address legitimacy. The 99% satisfaction metric addresses service quality. The credit score non-impact statement addresses application risk. FCA registration and representative APR address financial transparency. ‘No policy numbers needed’ addresses process simplicity. Each layer addresses a different fear in the financial consumer’s evaluation.

Waseem Bashir CEO, Apexure

"The credit score reassurance on this page ('this loan search will not affect your credit rating in any way') is doing more conversion work than any design element. It directly neutralises the most common reason UK consumers abandon loan comparison forms. If I had to pick the one element to test removing. It would be that line, just to prove how much conversion drops without it. I'm confident the drop would be significant."

Conversion strategy

The two-column above-fold structure keeps the form always visible without requiring a scroll for desktop visitors. The ‘Get Quote’ button uses a high-contrast orange colour against the dark navy form background, making the CTA the highest-visibility element in the form section. The form design uses light input fields on a dark background, which creates a focused, contained visual environment that draws attention inward toward the form fields rather than outward to surrounding content.

What we’d evolve today

Two-step progressive form

Testing a step one that captures loan amount and homeowner status only, then delivers a provisional rate range before asking for personal details, would increase form start rates and make the personal data request feel more justified. The visitor has received value before they give information.

Live comparison results preview

Showing a teaser of indicative rates (‘Based on your loan size, rates from 4.8% are available subject to status’) before the form fields would increase the motivation to complete, by giving the visitor a concrete goal to achieve through form completion.

Testimonials from similar borrowers

A ‘CCJs and defaults welcome’ audience has a specific fear of being judged or rejected. A testimonial from a borrower who had credit issues and was still successfully placed (‘I had two CCJs and still got a rate of X%’) would convert this specific segment far more effectively than a generic satisfaction score.

Browse our full collection of landing page examples or contact us to discuss conversion optimisation for your financial services lead gen page.

Analysed by Waseem BashirFounder and CEO, Apexure

Waseem founded Apexure in 2015 and has led its work on 3,000+ pages for 300+ clients since. He writes about what the team sees after the click, which is pages, forms, tracking and the systems behind them.