3 powerful insurance landing page tips for growing conversions


insurance landing page tips

We’re passionate about landing pages. They’re an essential part of any ad campaign. We’ve discussed at length why your landing page is as important as your ad, landing page stats that prove their importance, and common landing page mistakes with solutions to get them in tip-top shape. Today, we’re going to share some insurance landing page tips.


Landing page best practices

As a quick refresher, landing pages are standalone web pages that users “land” on when they click through an ad, email, or other digital location. They are designed for a specific purpose, such as getting visitors to request a quote or download an ebook. There are some basic landing page rules every industry should follow:
optimize landing pages for mobile

Optimize for mobile

If you want users to convert (that’s usually the point of a landing page, right?), you need to design landing pages for both desktop and mobile. Slow load times, unresponsive design, and poorly sized text and images are common mobile-friendliness issues that can affect landing page conversion rates. If users have issues with your page, they are more likely to bounce.
Landing pages need to deliver on the ad promise

Deliver on the ad promise

This seems like a no-brainer, but landing pages should match the ad that brought the user there. If the ad promises one thing but the landing page delivers something else, users may be confused or frustrated they didn’t get what they wanted. If your ad promises an instant insurance quote, don’t send users to a landing page to set up an appointment with an agent.
Landing pages should have a clear CTA

Ask yourself: Is this really a landing page?

Your home page might be awesome, but it isn’t a landing page. Same with your contact page. And your about us page. Why is this? A landing page has a clear purpose and CTA for users – if the page is cluttered or navigates users to other parts of your site, it’s harder for them to make a decision and act.

Insurance landing page tips

Now that you know some basic landing page tips, let’s dig a little deeper. Landing pages are essential for any insurance agency that wants to generate online leads and sales. The average landing page conversion rate across all industries is 9.7% – making it all the more important to build them for optimal conversion. When designing landing pages for your insurance agency, it is important to keep the following tips in mind:

insurance landing pages build trust with social proof

Insurance landing page tip #1 – Use social proof

Social proof is a powerful way to build trust with potential customers. Include testimonials from satisfied customers on your landing pages or display your social media following. If using testimonials, make sure they look and feel authentic.
Steer clear of showcasing vague reviews like “The best insurance company ever – Satisfied customer #1.” Even if this is a 5-star testimonial from a real person, “satisfied customer #1” does not sound authentic. Use customer names if possible (even if it’s just the first with a last initial) and avoid using stock photos to represent them. Users can sniff out fakes, and when it comes to insurance, you want to appear as trustworthy as possible.
insurance landing page trust seal

Insurance landing page tip #2 – Show trust seals

Speaking of trust…prominently display trust badges on insurance landing pages to provide quick visual reassurance to your customers. Trust badges are symbols that verify the legitimacy of a web page and include things like SSL certification (secure sites) and other security marks and awards.
Shopping for insurance can be nerve-wracking, and when you’re asking for personal information online, trust badges reassure users that all processes taking place on your website are safe and secure.

Displaying that green padlock in the address bar is not only the right thing to do but can be the difference between gaining or losing a potential customer.

insurance landing page forms should be simple

Insurance landing page tip #3 – Keep forms simple

According to Convertica, users are most likely to abandon online forms for these reasons:

  • Security concerns
  • Form was too long
  • Advertisements or upselling
  • Unclear reason for collecting information
Less is more when it comes to landing page registration forms. Focus on the essential data you need. Asking for too much can scare customers away. In many cases, name and email will suffice. If you need to collect more information, you can always ask for it after the initial registration. Keep forms simple, clear, and secure.

Put these insurance landing page tips into practice

Most people aren’t shopping around for insurance for fun. If the landing page asks for too much personal information, is not secure, or gives users doubt, they are more likely to abandon the page. By following these Insurance landing page tips, users will have a better experience and be more likely to convert.
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