Content Guide: Savings Accounts
Helping you convert more visitors, build trust, and stay compliant
A high-performing savings account landing page should highlight growth potential, safety, and convenience. Visitors want to know how quickly their money can grow, what fees they’ll face, and how easily they can access funds. This guide outlines the essential elements to include, how to organize them, and how to present multiple savings options effectively.
1. Hero Section
A strong savings account hero section should immediately communicate safety, simplicity, and the value of saving with your institution. Shoppers want clarity on interest rates, fees, and accessibility within seconds, so the hero must spotlight your strongest benefits and guide users quickly toward opening an account.
Focus on the information shoppers look for within the first 3–5 seconds:
Key Value Proposition: Highlight your most compelling feature, such as a high-yield APY, no fees, or automatic savings tools. If you offer promotional rates or special bonuses, showcase them clearly in the headline.
Most Competitive Rate (APY): Display your “as high as” APY prominently. Savings shoppers are rate-conscious and will often compare multiple institutions, so leading with your best available rate builds credibility and captures attention.
Place your primary CTA above the fold with action-oriented text such as “Open a Savings Account,” “Start Saving Today,” or “View Rates.”
Provide a lower-commitment secondary CTA option for users who need more information. Use buttons like “Compare Savings Accounts” or “Contact Us” for visitors who need more information before applying.
Use visuals that evoke security, financial wellness, and future planning, such as families happily budgeting, individuals saving confidently, or daily activities that you can associate with financial empowerment.
2. Essential Account Information
These are the core details customers expect when comparing savings accounts. Displaying them clearly builds trust and helps visitors quickly determine whether your account meets their financial goals.
APY (Annual Percentage Yield): Show your APY clearly, including any tiered rates or introductory bonuses. Explain how interest is earned and how often it compounds. Rate transparency is one of the most important factors in savings account conversions.
No Hidden Fees: Specify whether the account has monthly maintenance fees, minimum balance fees, excessive withdrawal fees, or if it is a no-fee savings option. No fees is always a strong selling point, so highlight it early if applicable.
Minimum Opening Deposit & Balance Requirements: State the minimum amount needed to open the account and whether maintaining a certain balance is required to earn the advertised APY or avoid fees.
Access to Funds: Explain how quickly and easily users can access their savings, including transfers between accounts, ATM access (if applicable), and digital tools.
Automatic Savings Features, If Applicable: If available, highlight automation features such as round-up savings, scheduled transfers, or goal-tracking tools.
3. Comparison Table (If Offering Multiple Accounts)
If your institution offers more than one savings option, provide an easy way for users to compare them. Include the main key differentiators, such as:
APY
Minimum opening deposit
Fees
Withdrawal/access limits
Major features (automation, goal tracking, youth accounts, money market tiers...)
Keep the comparison simple and easy to digest, and ensure the table displays cleanly on mobile devices. If a table doesn’t work well on smaller screens, use a stacked layout, listing each account separately with its key differences shown as bullet points for a mobile-friendly experience.
4. Fast Online Account Opening
A clear overview of how to open a savings account helps reduce friction and prepares visitors for the steps ahead.
Online Account Opening: Many customers now prefer opening accounts digitally rather than visiting a branch, so clearly promoting the online option shows that your institution supports modern, flexible banking preferences.
Qualifications: Provide high-level requirements such as age, residency, and membership eligibility (for credit unions), if applicable.
5. Additional Features or Tools
Highlight any extra benefits that set your savings account apart.
Digital Banking Tools: Showcase features like mobile check deposit, instant transfers, real-time alerts, and easy access to statements.
Financial Wellness & Budgeting Tools: If available, mention calculators, savings goals, or financial education resources.
6. Call-to-Action Buttons
Clear calls-to-action (CTAs) guide visitors toward the next step and strengthen the overall user experience. Effective CTAs help convert interested individuals into account openers by making the next action obvious and easy.
Choose action-oriented text designed for people interested in a savings account, like “Open a Savings Account,” “Compare Accounts,” or “Start Saving Today.” Place CTAs after key sections throughout the page, not just at the bottom, so users can take action the moment they feel confident and ready to proceed.
7. Compliance and Disclosures (Required for Most Lenders)
Compliance elements are essential on any savings account page because they establish transparency, protect consumers, and ensure your institution meets regulatory standards. Including clear disclosures and federally required statements helps customers understand how interest is calculated, what fees may apply, and how their personal information will be handled.
APY disclosure: Clearly state the Annual Percentage Yield, how it’s calculated, and any conditions (such as minimum balances or tiered rates).
Rate change disclosures: Savings accounts often have variable rates; disclose that rates may change after the account is opened.
Fee disclosures: Provide required notices about service charges, minimum balance fees, excess withdrawal fees, or any other applicable costs.
Eligibility statements: Explain membership requirements for credit unions and any residency or age restrictions.
FDIC or NCUA insurance statement: Assure users that deposits are federally insured up to the applicable limit, a major trust factor for savers.
Privacy and security notices: Required whenever collecting personal information online; explain how user data is protected.
Savings-specific disclosures often follow Truth in Savings Act (TISA) requirements, which mandate clarity around interest calculation, compounding frequency, minimum balances, and fee structures. These details should be easy to locate but not disruptive to the page design. Use expandable sections or strategically placed links to keep the layout clean and user-friendly.
All required disclosures should follow the “one-click rule” — meaning customers must be able to access the full disclosure content within a single click from the claim or statement it supports. This ensures compliance with regulatory guidelines while keeping the landing page clean and user-friendly. Place links or expandable text near the related content so visitors can easily review terms without leaving the page experience.