Designing a debt consolidation landing page that converts
Led design and content strategy for a landing page focused on consolidating credit-card debt that resonated with and converted users, far outperforming typical engagement baselines by 83% within the first few weeks after launch.
My role
Design and content lead
Year
2026
Context
May users with credit-card debt find it overwhelming to manage debt and carry high amounts of shame.
To best support this audience, I created a dedicated landing page to educate users, calm concerns, and inspire action through using home equity to consolidate debt.
The landing page launched alongside a Holiday 2025 marketing campaign, was optimized for SEO, with success metrics around engagement and conversion
The challenge
Sensitive topic
Debt carries emotional weight; users can feel shame or anxiety. Coupled with fears of putting your home up as leverage, users are often wary of using equity to pay down debt.
How might we position this as a smart financial solution?
Complex products
Cash-out refi and home equity loans are the key product offerings for this goal, but have nuanced benefits and qualifications.
How might we educate users on which product would be best for their unique situation, within a digital experience?
SEO optimization
As a net-new landing page, this experience needed to capture high-intent search queries while remaining authentic and useful.
How might we draw users into this page by creating a robust educational experience?
Target metrics
Maintain baseline of site engagement (user clicks something on the page)
Maintain baseline of conversion (user clicks through to an app form)
My role
x
Laying the foundation for long-term engagement
Engagement
X
Scroll depth
X
Conversion
X