It seems like the page is really about two things, your company and the guide you;re offering. It’s best to haver just one singular focus. I would choose the guide, since that’s a real, tangible offer.

Graphically, there are several adjustments that should help improve conversion rates.

1. 
   

   Swap out your main image for a picture of the guide. While the current image is interesting and looks nice, it doesn’t really have anything to do with the offer. Your images should support the copy to communicate a message, otherwise they just detract. Plus, people like to see what it is they’ll get.

   
   


2. 
   

   Add more contrast between the text and the backgrounds and limit the use of knockout text. The page is hard to read as is.

   
   


3. 
   

   I would call more attention to the CTA. Maybe reduce the amount of copy at the top of that bar so the form fields move up higher above the fold. It would also help to add more contrast between the the color of the bar and the button so they really stand out.

   
   

As far as the copy goes, I would remove the copy that doesn’t relate specifically to the guide offer and replace it with more about the contents and benefits of the guide. Perhaps give some teasers as to what they’ll learn.

You should add more benefit to the main headline. Yes, you want to make it clear that you are offering the guide on pension transfers, but you also need to let the prospect know why they should do it?

Best of luck!