Having a great website is the first step in establishing your insurance agency’s online presence. But when implementing digital marketing activities, landing pages are key to drive leads, increase referrals, and ultimately sell insurance. Many companies send all their online traffic to their homepage, but this can be a big mistake. Without a good landing page, the time and effort you spend trying to generate leads can be wasted. In this week’s post, we explain what landing pages are, why they are different from your homepage, and how to create exceptional insurance agency landing pages to boost conversion rates.
What Is A Landing Page?
A landing page is a stand-alone web page with no ties to your site map. They are campaign specific and have one purpose only: to drive visitors towards conversion. That can be subscribing to your blog, asking for a quote, registering for an event, or any other action relevant to the particular campaign the landing page was created for.
For example, you implement a paid advertising campaign on Google Adwords during the month of January to attract new leads. The goal of the campaign is to differentiate yourself from your competitors by offering benefits administration technology. Consequently, the content of the landing page you send your prospects to needs to explain how technology can help them make enrollment an easy process. In addition, the call to action also needs to match the ads, so you can offer a free demonstration to show visitors how technology will impact their company.
If you are organizing an event and running an event-focused campaign at the same time, you would build a landing page for prospects to register. Every time you run a marketing campaign, build a page to catalyze and isolate the specific action you want your visitors to take.
Insurance Agency Landing Pages Are Lead Generating Pages
The traffic of a landing page can come from different channels such as email, social media, or organic search. But the most common type is paid advertising. Landing pages are especially common in paid advertising campaigns because you can create a page that matches the intent of the ad your prospects clicked on.
Since marketing campaigns, and particularly paid ads, target a specific audience, using a landing page increases the likelihood of converting your leads into prospects. When you know a stream of targeted traffic will be hitting your landing page, creating the content will become an easier task. For example, if you create a paid advertising campaign targeting groups under 50 lives in which employees are 35 years old or younger, you will know the content and offers that would appeal to them.
Differences Between A Landing Page And Your Website
Landing pages operate differently than your insurance agency website as they are usually built with the clear objective of driving visitors towards conversion. Getting back to the previous example, your paid advertising campaign’s goal is for prospects to ask about your technology solution. Your homepage is the main page a visitor sees when arriving at your website. Most likely, the information on it won’t match the information on the ads, unless the first page on your website is about your benefits administration software. If you send them to your homepage, what are they supposed to do? The leads that clicked on your ad will be confused and won’t convert.
Below, are five differences between homepages and landing pages:
- A full-blown website contains every single page you have created, while a landing page is only one page.
- Homepages are designed with a more general purpose in mind. You want your prospects to spend time on your website. While your homepage encourages exploration, landing pages are only focused on conversion.
- Your website includes all the messages your agency wants to communicate. A landing page only has one message to convey.
- A homepage is an overview of your agency full of links that will take visitors wherever they need to go. A landing page only has one link, the one you want your prospects to click.
- Your homepage receives all traffic, while a landing page gets targeted traffic.
Ideas For Creating Insurance Agency Landing Pages
When creating effective insurance agency landing pages, it is important to meet certain criteria:
One Page Only
Simplicity is key to landing pages. As we mentioned before, as opposed to a website in which you find more than one page, a landing page should never be more than one page. Don’t create a menu bar with different tabs to click through, stick to one scroll-down page that you can divide into different sections. Use headers and subheaders to make each section clear.
Compelling Call To Action
When building insurance agency landing pages, generating action is key. Your prospects need to know what they should do once they land on your page. Make sure your CTA is concise and compelling to your target audience. It can be helpful to use action-oriented words such as “ask” or “subscribe”. Visitors should understand within seconds what you are offering, how it is beneficial for them, and how they can participate.
Design With Simplicity
If landing pages need to be one page, the design within them needs to be simple as well. When creating insurance agency landing pages, follow a visual hierarchy and design with direction. You can’t make every single element on your landing page equally important. Make the call to action the central element, leave breathing room with blank areas to read the content easily, and never overdo it.
While it is important to include copy on your landing page that connects your marketing campaign, don’t go into every single detail. When a visitor lands on your page, your message should be immediately clear. Create a headline that is simple and conveys what you have to offer clearly. Don’t use overly technical or complicated words.
Add Images And Video
Visual elements are effective assets when creating a strong and memorable landing page. Displaying a landing page with text alone will decrease your chances of converting leads. Make your landing page engaging and easy to understand by using visual assets.
Add A Form
Take the opportunity to capture your prospects’ information. Compile information by including a form your prospects will have to fill out before being able to click the call to action. If you want this strategy to work, include an enticing offer and don’t create a long contact form with endless fields.
Insurance agency landing pages are an essential marketing tool. Building a page for each of your campaigns can seem like a daunting task. But today, tools such as Unbounce or Wix offer templates to create landing pages within minutes. Like everything in marketing, optimizing the performance of your landing pages is as important as implementing them. By A/B testing your landing pages you will make sure you are reaching their full potential, increasing your conversion rates, and lowering the cost of acquiring a lead or sale.