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Companies invest in fintech content marketing for different reasons, but usually for one or all of the following: to raise brand awareness, to attract talent, investment and new business. Great quality content will help you position your business as a credible brand in a highly competitive market. Which is why you need to work with a credible copywriting agency such as Woo.
KPMG reports that global investment in fintech rose to £45 billion in the first half of 2018, with one-third of this total landing in the UK. Fintech copywriting is the primary way for a financial-services business to connect with its online audience. It is what attracts website visitors, assures them that your product or service is safe and secure, and persuades them to do business with you. To do all this well, every word has to count.

Branded SEO-friendly fintech content

At Woo, we take time to understand your business, audience personas and commercial goals. This enables us to produce branded fintech content that’s on tone while being focused on generating clicks, likes and shares. 

So, whether you’re creating fintech copy for SEO, service descriptions or guest posts, we understand how to deliver high-quality fintech copywriting tailored for people and search.
There are many benefits to investing in branded content in the fintech industry. The best content:
  • is informative and helpful, not invasive
  • conveys your values
  • is optimised for your target keywords
  • is engaging and encourages shares and backlinks
  • makes an emotional connection with readers
  • inspires them to take action
Our approach
Woo uses a cloud-based platform to deliver content at speed and scale, on time and on budget. While every client is different, we have a tried-and-tested process for content production, where we plan, brief, create, edit and publish content direct to your CMS, all from one place. This approach streamlines delivery.

The typical process we apply when working with clients can be summarised into three phases:
Identifying and understanding customer profiles, defining content goals

Keyword research, trend analysis, competitor analysis, brainstorming

Content calendars, style and tone-of-voice guidelines, optimisation

Types of fintech content we provide

No matter which type of fintech copywriting services you’re after, we’re here to help. We write product descriptions, blog posts, and press releases, to name but a few.

Some of the popular formats of content we can produce for you include:

Product Pages and Descriptions

At Woo, we know that bland product descriptions won’t cut it – that’s why our team of skilled writers create descriptions that help your brand shine and convince browsers that your product is what they need.

Category Pages

Well-optimised category pages are a great way of attracting organic web traffic – and content plays a pivotal role in making this happen. Our fintech-fluent team of content strategists and writers have the experience and know-how to plan and create the copy you need to be successful.

Evergreen Content

Our fintech copywriter services include providing exemplary evergreen content that will remain relevant for years, and provide your customers with a source of information that can be revisited again and again. It will establish your brand as an expert authority within the field of finance, bringing you a steady return on your investment.

Branded Blog Content

Blog posts are a great way to improve your SEO visibility and make consumers aware of your fintech brand. Leading finance brands trust us to deliver blog content that positions them in the best light and resonates with their readers. This includes personality pieces, such as testimonials from happy customers, through to coverage on awards you’ve won or new services you’ve launched that your peers in the financial world can relate to.

Latest News/Press Releases

Great PR coverage is hard to come by without a well-written press release. Our press releases have achieved extensive coverage in leading national and international newspapers. If you are looking to launch a new product, event or brand, we can work with you to shape a press release that highlights the key messages you are looking to convey – and in the most succinct way.

Video Scriptwriting

Consumers are 85% more likely to buy after watching a product video, which means if you haven’t already started producing fintech content, you are falling behind your competitors. The script is the foundation of your content, so it’s essential you create clear, concise copy that communicates your key selling points in the most engaging way. By working with Woo, you can be sure your fintech video content will shine online.

Why FinTech Start-ups Need Content Marketing

For FinTech start-ups, an effective content marketing strategy can harness influence within the sector, tip funding bids in their favour and drive sales.

In the ever-evolving field of financial technology, it’s especially important for FinTechs to stand out from the crowd and position themselves on the edge of innovation. We look at how carefully planned FinTech copywriting can help start-ups weather the storm as they aim to develop into sustainable, in-demand businesses.

The FinTech landscape

According to figures released by HM Treasury, the sector received a record £2.1 billion investment in the first three quarters of 2017, an impressive figure considering uncertainty in the UK’s financial industry following the Brexit vote. Perhaps even more surprisingly, data from London & Partners also states that UK tech firms attracted approximately four times more funding in 2017 than Germany, France, Ireland and Sweden combined. One thing is certain: the market is buoyant for FinTech start-ups.

Content strategy: counteracting start-up stumbling blocks

Despite no shortage of funding opportunities, FinTech start-ups face a number of challenges as they navigate the journey to becoming an established company. Below, we take a look at some of the most common stumbling blocks and the way in which effective content strategy services can help minimise them:

• Recruitment

The rise and growing success of FinTech companies mean candidates are certainly not short of opportunities. To attract the best talent, start-ups have to work hard to outshine fellow recruiters. On top of this, as the sector experiences rapid growth, it is also experiencing a shortage of data scientists, developers and FinTech specialists which emphasises the need for start-ups to position themselves as attractive, innovative places to work. A content marketing strategy focused on positioning the business in this light is crucial in order to compete for and attract the best talent. Think punchy, engaging careers pages and fresh job descriptions that echo brand ethos.

• Funding

With the majority of FinTech start-ups funded by angel investors, an effective content marketing strategy could be the difference between securing funding or sinking. A sleek, well-structured website containing useful, easy-to-find content tailored to potential clients reassures investors that the business is well-positioned to generate leads and drive sales, and shows they understand the power of inbound marketing.

At WooContent, we work alongside businesses to ensure your website is polished and written in a way that places you as an expert so is appealing to target clients.


• Brand awareness

As we’ve seen, FinTech start-ups are enjoying record amounts of investment, but these funds are often required for development, resulting in surprisingly modest marketing budgets. The ability to create and develop brand awareness on smaller budgets therefore becomes a real plus. In many cases, adopting an inbound content marketing strategy is a great way to achieve this.

Running social media campaigns built on organic content of genuine interest to potential clients is one way of increasing awareness of your brand. Monitor social interactions amongst your target audience and take note of popular content that may guide and inspire your campaigns.

According to Search Engine Journal, inbound leads typically generated from SEO, blogs or social networks have been shown to cost 60% less than outbound leads such as more costly cold calling or email marketing, with statistics from Doyen Digital via Search Engine Journal showing that SEO-generated inbound leads have a 14.6% close rate, while outbound leads have a 1.7% close rate. Creating organic content that resonates with your target clients and incites them to engage with you is key here.

• Generating leads and enquiries

Lead generation is a huge part of gathering momentum as a start-up. Email marketing is a great way of generating and converting leads. Email campaigns should be complemented by engaging landing pages and bold CTAs. Make calls-to-action short and actionable and ensure landing pages work in harmony with them. Landing page copy should consistently root back to the message conveyed; whether this concerns buying a product, signing up for a service or subscribing to a newsletter. Further tips on this can be found on CMI’s website, where they’ve compiled suggestions for creating click-worthy calls-to-action.

FinTech start-ups enjoy a privileged position in a sector that, despite national economic uncertainty, continues to grow and gain ground. Even so, for start-ups to achieve longevity and financial success, a creative, fresh content marketing strategy is crucial. Barriers to success are encountered throughout the formative years of a start-up, and whilst many established FinTechs have broken through them with excellent business models and content strategies, many young start-ups stumble due to a lack of understanding of the integral role played by good financial services copywriting within business development.

FinTech start-ups have a lot a stake and everything to play for. A great content management company will advise you where best to focus your funds in order to best present your business without breaking the bank.

WooContent is an expert in providing high-quality SEO copywriting services and innovative content marketing strategies for all budgets. Get in touch with us to discuss your needs.


  • ‘What’s most impressive about Woo is their understanding of how web content can positively impact SEO performance’

    James Stewardson
    SEO Account Director, PHD

  • ‘Woo grasped the style and tone we were looking for instantly and delivered great-quality content on time, every time’

    Vanessa Lenssen
    CEO, GoLearnTo

  • ‘I found Woo to be very diligent and dependable; they even delivered the output before the deadline. I highly recommend them.’

    Roberto Lattanzio
    Head of SEO, Gamepix

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