We all want to do the least amount of work possible. The work to get new clients is no exception.
Bill Gates once said he chooses lazy people to do hard jobs because they will find an easy way to do it. The same can be said of conversion rates.
A great way to increase your insurance website conversion rate is to use what I like to call a lazy landing page.
Contrary to the name, a lazy landing page does take some effort to fine tune during the creation phase. But, this tiny guide should help clear some things up.
A landing page done well can increase conversion rates and sales, which means more money in your pocket.
A great landing page is simple. You only need four key parts for a successful landing page. Anything extra is just that, extra.
You’ll need the following:
A headline and optional sub-headline.
A message that tells your insurance website visitors what you want them to do and what they’ll get for doing it. Effort = Reward.
A supporting image to reinforce the product and message. This image is usually in the background or takes up a lot of space next to your insurance website content.
And last but not least, a form to capture information from visitors. No information, no lead, no sale.
Alright so now it’s time to get st… not so fast!
You might want to jump into the thick of it and get on with the creation of your landing page. But, it’s important to become familiar with opportunities to increase lead generation.
A Few More Tips
Your landing page should serve as a condensed version of your main website. Because of this, it is smart to remove the main navigation. Including your full website navigation can distract visitors. It can keep them from doing the one thing you want them to do… give you their contact information.
Notice in this example that the top navigation is not there. The entire focus of the page is to get someone to fill out the form. There are a few links at the bottom of the page, but they’re understated.
You’ve got a headline. Now, it’s time to make a call to action (CTA) reflecting it. You want visitors to get an auto quote? Make sure both your headline and CTA button say that. Consistency is the key to achieving driving home the main point of your landing page.
This example says Get Free Quotes from Top Providers in the subheadline. The button repeats this message with Get a Quote. Great example of message consistency.
Ask only for the information you need. Typically, all you need is name, email address and phone number. Sometimes even this might be too much for the timid visitor.
It’s okay to ask for either email or phone instead of both. (Can you guess which piece of information is most important to get? I’ll give you a hint. It’s the first thing you checked when you got in the office this morning.)
Like this example:
Using a Lazy Landing Page
Okay, NOW it’s time to get started. You can use a lazy landing page in email marketing or social media campaigns. You can use them in advertising, both your offline and online ads.
You can use them to promote a free report or other piece of content you want people to download. You can even use them in your SEO campaign by redirecting keyword domain names to your landing page.
Basically, you can use a landing page wherever you’re trying to generate interest in your agency and get leads.
Rinse and Repeat
After you’ve created your landing page masterpiece and admired your leads, there’s one more thing to do. Create more lazy landing pages!
Studies show a correlation between the amount of landing pages you have and how many leads you get. And there’s nothing lazy about that.