Ask IH - Personal Finance Site - How can I improve my landing page?

Congrats @joek for launching!

I'll be frank with you, nothing I saw on your landing page, for the first 2000px of scrolling made me want to stop and give it a shot.

In fact if it wasn't for your description here, I wouldn't know what MyFutureAndMe is.

My feedback points:

• The copy is too fluffy and doesn't say anything concrete. "Get ready to improve your finances and your life." could sound good as an intro to a Youtube video, but it definitely doesn't cut it as a landing page hero unit. Said more brutally: "Cut the marketing crap and get straight to the point"

• You have too many stock pictures. They do not contribute to understanding your message, they make the copy hard to read, and the page feels very cluttered as a result.

• You have a lot of text that I didn't stop to read at all in my first pass. It's related to #1 and #2, but it's also due to the cheer quantity of text and its organization.

• Your screenshots are too few and far between. I also had to scroll forever to see them as they're buried near the bottom of the page.

• Your branding is inconsistent/inexistent. There are too many color (one for each element) and it's not pleasant / doesn't guide the visitor visually in your website (bad UX/readability).

My advice in a few steps:
1- Take some time to evaluate the customers, and the values of your product. Some questions to kickstart your customer discovery process:
Are you targeting blue or white collars?
Are they tech-savvy? To which extent?
Are they singles or married couples?
In which countries do they live? or are they nomads?
Is saving a necessity for them or a nice to have?

Then consider your own values (or you can call them themes) which will derive from your identified customer. Some potential values (could be mutually exclusive, redundant or overlapping):

• Discipline
• Consumption efficiency
• Frugality
• Waste reduction
• Financial independence
• Retiring early
• Living debt-free

Pick two or three of these, and find out what they have in common.
This is your slogan for the hero section. It should also drive the tone of your copy, and the added value, features and reasons to buy on your website.

2- Pick up a template or go for a landing page creator (Launchaco is my favourite when I don't want to make something in HTML).
Try to stick to two colors: One main brand color, and a highlight color for important buttons such as the CTA. Ideally you get a theme or pick a landing page creator with a built in palette(s)

3- Take entire screenshots of your app (or mockups if you don't have an app yet) and put the one that represents your proposition the most (remember to think in terms of customers and themes) in the hero section. For the features section, I suggest to pull it up way above.

4- Have a clear CTA, with a maximum of two fields. Even better if you can ask for email only. You can send the user a temporary password or a one-time sign up link to their address.
For the name just ask for it after you get their email (in a sort of Fill your Profile page, where name is mandatory and other fields are optional)

I hope your project will succeed and wish you all the best!