Best practices for insurance lead generation landing pages

Landing pages are a fundamental part of a successful inbound marketing strategy. They are the core of your lead generation efforts, and that's why every campaign you run and offer you create should be tied to a custom landing page.

  1. Ensure the message and design of your landing page matches the ad the visitors clicked to get to the landing page.
  2. Make your Call To Action (CTA) big and position it above the fold.
  3. Using directional cues helps directing attention to your CTA (arrows or photos/videos of people looking or pointing at your button).
  4. For lead generation forms where the CTA is below the fold (e.g. due to a long form) – make the directional cue point down the page to the button. Try to keep forms short.
  5. A landing page should be designed to have a single purpose and thus a single focused message.
  6. Every element of your page should be aligned conceptually with the topic and goal of the page.
  7. Show your product/service being used in context.
  8. Keep the content and design interesting and aligned with your target group.
  9. Keep it simple and edit to remove unnecessary content. Simplify your copy using bullets.
  10. If using testimonials make sure they are real, for authenticity.
  11. Test new ideas using A/B testing. Let your customers decide which message works best for them.
  12. Ensure privacy, confidentiality and security when potential customers share personal information.
  13. Segment by traffic source. Send your PPC, email, social media, organic and banner traffic to separate landing pages for better message match and measurability (which channel performs best)
  14. Segment by user type: don't send offers about male products to females on your email list.
  15. Do not send inbound traffic to your homepage. Use a landing page!