Asks how much you owe before who you are.

Why this page had to work differently

Debt relief isn’t a comfortable category to design for. The visitors arriving on this page are often at a low point: carrying financial stress, possibly facing creditor calls, and sceptical that anything can actually help. The brief required a page that felt authoritative and reassuring simultaneously, without being either clinical or patronising.

The headline (“Write Off Up to 85% of Your Debt”) lands because it states the maximum possible outcome clearly. There’s no hedging. Paired with the government-approved Debt Relief Scheme credential in the sub-copy, it earns credibility while offering genuine hope.

Waseem Bashir CEO, Apexure

"When the audience is under financial stress, every word in the headline has to work harder. We tested versions with softer language ('reduce your debt significantly') and the direct version outperformed consistently. People in debt don't want vague reassurance. They want to know exactly what's possible."

Design decisions

Big typography in the headline

Big typography creates instant hierarchy and communicates confidence. The bold “Write Off Up to 85%” treatment means the value proposition is absorbed even by visitors who only glance before deciding whether to scroll. In a category where anxiety shortens attention spans, type size is a CRO lever.

The debt amount selector

The debt amount selector as the first form field is a masterstroke of framing. Instead of “enter your email to get started”, the first interaction is “how much debt do you have?”. A question that feels helpful rather than extractive. It segments visitors by situation, which also improves lead quality for the sales team downstream.

The four key benefits section

The section uses bold icons and short outcome-focused labels: Write Off Up to 85%, Lower Your Repayment, Stop Creditors Harassing, Freeze Interest and Charges. Each benefit addresses a specific pain point the audience experiences. This isn’t a generic feature list. It’s a mapped response to the four things debt-stressed people most want to hear.

The debt consolidation diagram

The diagram shows multiple debts collapsing into one manageable monthly payment. It’s one of the most effective elements on the page. It bridges the credibility gap between “promise” and “reality” by showing the mechanism. Visitors who might not believe the headline alone will often believe a diagram that makes the maths visible.

The testimonial carousel

The carousel with named, photographed customers and star ratings provides the human layer. The names and ratings are visible before interaction, so passive scrollers still receive the social proof signal.

Trust architecture

Trust is layered deliberately across this page. The Money Advice Service partnership logo in the footer provides regulatory credibility. Named testimonials with star ratings in the mid-section provide peer credibility. The “Check If You Qualify” CTA framing is itself a trust mechanism. It signals that not everyone qualifies, which paradoxically increases desire (scarcity) and reduces anxiety (no hard sell, just a check).

Waseem Bashir CEO, Apexure

"The CTA text matters enormously in financial services. 'Apply Now' feels like commitment. 'Get a Quote' feels like you're being sold to. 'Check If You Qualify' feels like you're the one making a decision. It shifts the power active to the visitor and removes the fear of rejection or hard sell. That small wording change has meaningful conversion implications."

Read more about how we approach trust signals in our guide to Landing Page Form Design Best Practices.

Conversion strategy

The multi-step form does the heavy conversion lifting. Step one is the debt amount selector. Non-personal, situational, easy. Step two advances into contact details once the visitor has already self-identified with the product. The “Check If You Qualify” button language at every CTA instance reinforces that this is a two-way assessment, not a one-way sales funnel.

Waseem Bashir CEO, Apexure

"Debt relief pages have unusually high stakes. The visitor is making a decision about something that affects their family's financial stability. That's not a context where you rush them. Every section of this page is paced to let them absorb information and build confidence before they're asked for anything personal."

Platform: WordPress

WordPress gave the client the editorial control they needed to update debt type coverage and regulatory credentials as guidance changed. Important in a regulated financial category. The theme was custom-built rather than adapted from a template so every conversion element was intentional.

Mobile experience

Debt-related searches spike late in the evening when people are alone and stress is highest. Mobile performance is therefore critical. This audience isn’t researching on a desktop at work. The page was optimised for one-handed scrolling, with the debt amount selector sized generously for touch, and the form fields large enough to complete without zooming.

What we’d evolve today

Three priority improvements with access to current data.

Add a live debt write-off calculator above the fold. Letting visitors input their actual debt total and see a personalised “you could write off up to £X” number would dramatically increase qualified lead intent.

A/B test the hero image with a single person (rather than a couple) to test whether solo identification outperforms paired identification for this audience.

Surface the Money Advice Service logo higher. Currently it sits near the footer, but moving it alongside the hero trust indicators would address early scepticism before it triggers a bounce.

Browse our full collection of landing page examples to see how we apply these principles across industries.

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.