How THIS Powerful Website Helped a Personal Finance App Lock In More Leads

When Warren Buffet was asked why doesn't everyone copy his investment strategy, he replied, "because nobody wants to get rich slowly."

Now, this isn’t the beginning of my anti-get-rich-quick-scheme spiel to you; although, I could write a long-winded rant against today’s dime-a-dozen business coach but I digress.

Today we’re talking about money. Franklins. Gs. Cold, hard cash. 

More specifically – finance, and Compound Banc’s journey to launching a finance app helping make passive income available to the little people (like you and me!).

And while I don’t often work with this sector, I was interested in their need for a certain tone of voice – knowledgeable yet concise, down-to-earth, and exciting.

I’m a sucker for taking a complex topic – like high-yield compound interests – and turning it into something palatable for the everyday reader.

The Goal: Making a Personal Finance App Feel Inclusive and Accessible

In Compound Banc's journey, figuring out their USPs (Unique Selling Points) was a big deal. They needed to show users what makes them special in the world of finance apps. Think stuff like:

• Easy-to-use interfaces

• Low investments

• Opportunities for sustainable income, and

• A commitment to including everyone in the financial game

Making sure people clearly understood these standout features became a big part of how Compound Banc planned to shine in a crowded market and pull in folks looking for easy yet trustworthy passive income solutions.

The Problem: Upwork Had Missed the Mark, So They Needed Expert Help FAST

So, picture this: Compound Banc hires someone off Upwork but their hired help missed the mark, and their copy? Well, let's just say it was like deciphering a secret code – not great for the brand they had in mind, even worse for converting leads. This detour already had Compound Banc playing catch-up on their schedule. 

Capturing a Minimalist Brand Voice Isn’t Easy

While I've had the privilege of knowing some stellar copywriters on Upwork, this scenario is all too common. Brands may think “Ah, it’s only a few words, how hard could it be?” Hard, actually. As Mark Twain once said: “I didn't have time to write a short letter, so I wrote a long one instead.”

With short, concise copy, every word carries a tremendous amount of weight. Each word needs to be chosen carefully to convey the USP, send a message – not a detail too little and not a detail too few – and carry on-brand tone. 

That means the copywriter must have in-depth knowledge of sentence structure, your brand’s messages, and a love for obsessing over word choice. 

The Solution: 

“We needed an experienced copywriter for our brand narrative so we can tell our story in a simple way to the user so they understand our USP and concept.” - John Tuli, Founder, Chief Strategy Officer

The Deliverables:

• One-page brand story that would make their journey and vision crystal clear for any future hires

• A 3-page custom website: Home, About, How it Works

It wasn't just about fixing what went wrong; it was about creating a buzz, defining a brand voice, and drumming up some serious interest for the app. 

How We Did It

Research & Brand Story

We started with a tried and true kick-off call. I could immediately tell that Compound Banc was dead-set on crafting a story that's short, sweet, and makes you wanna jump on board with their mission.

"We started Compound Banc Bonds with a simple idea: to use technology to make high-quality real estate investments available to everyone," says founder John Tuli.

A look at the “How it Works” page; making investments accessible and simple to get started.

They didn't leave me in the dark; Compound Banc gave me the lowdown on their vibe with some brands they enjoyed. I consider it part of the research, especially if a business is willing to share. They had some powerhouse ideas that made it easy for me to suss out their brand narrative, such as: 

• Let's share the wealth

• Break down the exclusive barriers

• Make those sustainable investment opportunities available to more than just the elite

That's where I come in – sifting through the gems of ideas and crafting a story that delivers all the messages to the ideal audience.

Take their core mission, for example: Let’s democratize wealth by giving the financial tools of the rich to everyone.

It’s easy to read and a great start, but:

• “Democratize” is trendy jargon all accessible brands currently want to use.

• “Financial tools” isn’t specific to the audience. It begs the question “What’s in it for me?”

• “The rich” could confuse people or alienate some readers who already have large nest eggs.

Here’s the end result: "Sustainable and rewarding investment opportunities were for the 1%. We unlocked their secrets."

Once I created a mini brand narrative guide that gave them a foundation for who they were, we moved on to the website phase.

Website Copywriting

The team’s designer used a specific webpage from Apple as the parameters for word count – focusing on showcasing power words and benefit-focused headers. 

A few things to note: Many tech or IT companies come to me and want a voice like Apple. Now, there’s nothing wrong with admiring this iconic brand and wanting to emulate its awesomeness.

A classic example of “discuss the outcome, not the feature” that lives in my head rent-free. 

But I must always remind them: Apple has spent a tremendous amount of time on branding, nurturing their audience, and creating buzz and scarcity that makes their products sell like hotcakes. Plus, they have an amazing product. And no amount of cool, conversion-focused copy can save a bad product.

Okay, Debbie Downer. Let’s move on. 

Next, you may say “but Kaleena, copy comes first!” It does. And in this case, it did. But it’s very common to write copy and then have to squeeze it into design – without losing the meaning, persuasion, or voice. Like a contortionist into a box. 

So while we did set up the Home page to be impactful, we also had additional pages such as a “Why Compound” page to provide details the reader would want to have. 

The Final Result:

Compound Banc clearly had a great base for how they wanted to talk to their customers. I gave their ideas the big push they needed to become the dynamic content their customers experience now.

• Let’s democratize wealth by giving the financial tools of the rich to everyone.

• Unlocking Financial Freedom for Everyone

  • More succinct

  • Does not patronize any group of people

  • Speaks to ideal audience

• Your money is safe with us!

• Withdraw your money at any time. No lock-ins. No commitments.

  • Addresses common concerns

  • Gives actionable language

  • Differentiates Compound Banc from other services

• Compound your savings

• Your Money Makes Money, then Makes More Money

  • Removes jargon

  • Vividly communicates the concept of compounding

  • Emphasizes the idea of exponential growth

• Powered by Real estate, Compound bonds offers investors a new way to invest securely, safely

• Our bonds are backed by high-quality cash-generating real estate assets. No maintenance fees. No hidden costs. No account minimums.

• Powerful through repetition

• Specific

Check out this link for more: Compound Banc Launches First-Ever $75 Million Real Estate Savings Bond Offering 🎉🎉🎉

Ready to unlock your brand's full potential? Invest in expertise; hire a professional website copywriter who gets it right the first time around.