Marketing Blog

|

Masters of Marketing: How to Create Effective Landing Pages

Our latest Masters of Marketing webinar talks about when and how to use landing pages. Click below to see the presentation.  If you would like to join us every fourth Thursday of the month at 12:00 p.m. Central when we discuss marketing tips, you can register here.



What is a Landing Page?

A landing page is created with a specific marketing campaign in mind. It is a simple page, with only one topic of information on it. This is to make the process of completing a goal as easy as possible for the customer. You can use landing pages in conjunction with PPC campaigns, email marketing, direct mail, tv or radio commercials, print ads, social media campaigns.

Why use Landing Pages?

Sending prospects to your homepage is not ideal because often times there are many different elements present on a homepage, and you don’t want to confuse or frustrate your potential customers. Therefore sending them to a landing page is better because a customer there will only be one topic on that page, with one goal. This will lead to a higher conversion rate. It is also much more effective to track leads and conversions with landing pages, that is, which of your ads work the best and why.

Let’s talk specifics. Just creating a web page is not going to be enough to convert your leads. Therefore there are certain elements that have to be present on your landing pages in order to get the most number of leads.
  1. A Single Call-to-Action

    Having a single call to action will increase the number of conversions on a page. Make it so the customer has only one thing to do on a page, that is, what YOU want them to do. So provide a clear call to action to fill in a quote form, get a policy review, refer a friend or participate in a contest.
  2. Ad Copy must Correspond

    Whatever your ad copy says must match the headline on your landing page. This keeps the customer focused on the message, and leads to goal completion. If you promise something in your ad, but don’t fulfill that promise in your landing page, then the customer is likely to leave without doing what you want them to do. For example, your email newsletter talks specifically about getting a lower rate on your home insurance, so your landing page should only talk about the benefits of signing up with your agency for a home insurance policy.
  3. A/B Testing

    You may think that you have a great landing page, but for some reason your conversion rate is terrible. This is where A/B testing comes in. Mix and match elements on the page to see what works, and try and get real user feedback to create a page that your customers will respond to.
  4. Add Testimonials

    Customers like seeing what other customers think about a product or service. We do it everyday, on Amazon and more recently on social media sites. This adds a sense of credibility to your product, so add a testimonial or two to your landing page. If you can get a large customer to write a testimonial, even better!
  5. Add Video

    Let’s be honest, people are more likely to watch a video rather than read what’s on a landing page. Kill two birds with one stone, and add a customer testimonial video. Just make sure its short, and the person on camera is charismatic and interesting. You can also provide informational videos, like why switching to an independent agent would be beneficial, or how a prospect can save on their home insurance by switching to your agency.
If you are going to participate in any other marketing or advertising initiatives, then landing pages are necessary to increase your lead conversions, as well as to track which ads are working. Think carefully about what you want to add to your landing pages, as this could mean the difference between a written policy or not.

Let’s take a look at some examples now, and which aspects are effective.

Heritage Insurance website screenshot

This page grabs your attention to the center of the page, the only warm colors on the page, with an arrow pointing to it. You know exactly where and how to get started. The page is also optimized for the search engines by including relevant content at the bottom of the page. http://www.saskvehicleregistration.com/

General Insurance Services website screenshot

Again, the element that grabs your attention is the large orange button on the page. It also highlights the advantages of signing up with the agency. Even though it has other buttons, on there, those are at the bottom of the page, and out of the way. http://www.gisquotes.com/

Obar  Insurance website screenshot

A single call to action, select a line of business to get a quote.  http://www.obarinsurance.com/quote/

Absolute Integrity Insurance Group website screenshot

Include a form on your page to reduce the number of clicks for a prospect to complete a goal.  http://www.aiinsurancegroup.com/other/mortgage_broker_referral_form.aspx

Key City Insurance website screenshot

This page includes information to the customer, as well as a simple form. http://www.stgeorgeins.com/

If you are going to participate in any other marketing or advertising initiatives, then landing pages are necessary to increase your lead conversions, as well as to track which ads are working. Think carefully about what you want to add to your landing pages, as this could mean the difference between a written policy or not. Contact us to talk about creating a website or landing page for you.




RELATEDINSURANCE WEBSITES LANDING PAGES EFFECTIVE METHODS ONLINE MARKETING



© 1983-2016, Insurance Technologies Corporation
All Rights Reserved - Terms & Privacy Policy

1415 Halsey Way, Suite 314 | Carrollton, TX 75007
Phone: (800) 383-3482