Landing Pages: SEO Best Practices for Banking Websites
Strong SEO is not just about ranking - it’s about ensuring that customers searching for financial products can actually find the right information quickly, clearly, and locally. This guide outlines practical, easy-to-implement SEO best practices tailored specifically for banking and credit union landing pages, from savings accounts and personal loans to credit cards and mortgages.
Whether your institution serves a single community or multiple states, following these guidelines helps improve visibility, user experience, and conversions.
1. Writing Content for SEO
1.1 Use of Primary Keywords
Your primary keyword is the main term you want the page to rank for (e.g., “personal loan,” “mortgage loan,” “savings account,” etc.).
Use the primary keyword:
In the H1
In at least one subheading
In the first 1–2 sentences of the introduction
2–3 additional times throughout the body
1.2 Use of Secondary Keywords
Secondary keywords support the primary topic (e.g., “debt consolidation loan,” “unsecured personal loan,” “personal loan rates,” “fixed-rate personal loan.”)
Best practices:
Use secondary keywords in subheadings when possible.
When using one in a subheading, the paragraph below should explain or elaborate on that topic.
Keep density around 0.5–1%, naturally.
1.3 Locality Add-Ons for Local SEO
Banks and credit unions benefit greatly from local SEO. Adding localized keywords helps you appear when users search with regional intent.
Common add-on phrases include: “in Louisiana,” “near Baton Rouge,” “in Central MA,” “Vermont mortgage rates,” “local credit union personal loan,” etc.
Use locality phrases in:
Subheadings
CTAs
Body copy
Image alt-text
Meta titles/descriptions
1.4 Creating Smarter Keyword Phrases
You can combine multiple keywords into one optimized phrase. For example:
“Personal loan with bad credit in Louisiana”
This single phrase includes:
“personal loan”
“bad credit”
“personal loan in Louisiana”
locality keyword
This approach boosts keyword efficiency without stuffing.
1.5 Semantic Keyword Depth
Great SEO goes beyond repeating the main keyword. Search engines analyze topic depth—meaning your page should cover related concepts to show expertise.
For example, a Mortgage page should also mention:
Home equity
Loan-to-value (LTV)
Down payment
Closing costs
Rate options (fixed vs adjustable)
Pre-qualification
Refinancing options
Escrow and insurance
Amortization
Semantic depth increases ranking potential and makes your content more valuable to users.
1.6 Call-to-Actions (CTAs) with Keywords
Whenever possible, include primary/secondary keywords within CTAs. See examples below:
Apply for a Mortgage Loan Today
Get Pre-Qualified for an Auto Loan
Compare Credit Cards
This increases topical relevance while improving conversion clarity.
1.7 Use of SEO Tools
Use SEMrush SEO Writing Assistant to check:
SEO score
Tone of voice
Keyword opportunities
Readability
Originality
This tool provides recommended related terms used by top-ranking competitors.
2. On-Page SEO Elements
2.1 Page Title Hierarchy
Use clear, simple titles that reflect user intent.
Best practices:
One H1 only
Use H2s for main sections (Rates, Benefits, Eligibility, How to Apply, FAQs)
Use H3s for details within those sections
Keep headings concise (5–8 words when possible)
Example Structure for a Personal Loan Page:
H1: Personal Loans for Every Budget
H2: Personal Loan Rates and Terms
H2: Benefits of Our Personal Loans
H2: How to Apply for a Personal Loan
H3: Documents You May Need
H2: Eligibility Requirements
2.2 Meta Titles & Meta Descriptions
Meta tags still play a major role in SEO and click-through rate.
Meta Title Guidelines:
Include the primary keyword
Include a locality phrase if relevant
Keep under 55–60 characters
Meta Description Guidelines:
140–160 characters
Include the primary keyword once
Highlight a key benefit
Write for humans
Example:
Get a flexible personal loan in Louisiana with competitive rates and quick approval. Apply online in minutes and get funds fast.
2.3 Internal Linking Strategy
Internal linking is essential for both user navigation and search engine understanding. Every landing page should link naturally to relevant areas of your site, helping users continue their journey.
What to link to:
Related products
Tools (calculators, chat, FAQs)
Membership eligibility page
Branch locator
Contact center
Blog articles (if relevant)
Anchor text examples:
See our mortgage rates
Explore savings account options
Compare auto loan terms
2.4 URL Structure
Keep URLs clean, short, and descriptive, like the ones below:
/loans/personal-loans
/mortgages/home-purchase
/savings/high-yield-savings
Avoid URLS like the example below:
/services/financial/loan-products/personal-loan-options-2025.aspx
2.5 Image Optimization
Images should support, not slow down, your page.
Best practices:
Use compressed or WEBP images
Add descriptive alt text containing keywords naturally
Avoid images containing large amounts of text
Use responsive image sizes to improve load speed
3. Additional Structural & Content Tips
3.1 Readability Matters More Than Keyword Count
Google increasingly prioritizes content:
Written for humans
Easy to understand
Clear
Skimmable
Directly answering users' questions
Keep paragraphs short (2–4 sentences) and use bullet points where helpful.
3.2 Include Clear, Useful Sections
Every banking landing page should ideally include:
Overview / What the product is
Benefits
Rates & Terms
Eligibility
How to Apply
Documents Needed
FAQs
Disclaimers / Membership Requirements
These help match typical user intent and improve SEO consistency across product pages.
Strong SEO is more than simply using keywords. It’s about creating clear, trustworthy, user-focused content that helps people understand their financial options—and makes your institution the obvious choice. By using structured content, semantic depth, locality phrases, optimized metadata, and strong CTAs, your landing pages can rank better, engage more users, and convert more effectively.