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.
- Ensure the message and design of your landing page matches the ad the visitors clicked to get to the landing page.
- Make your Call To Action (CTA) big and position it above the fold.
- Using directional cues helps directing attention to your CTA (arrows or photos/videos of people looking or pointing at your button).
- 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.
- A landing page should be designed to have a single purpose and thus a single focused message.
- Every element of your page should be aligned conceptually with the topic and goal of the page.
- Show your product/service being used in context.
- Keep the content and design interesting and aligned with your target group.
- Keep it simple and edit to remove unnecessary content. Simplify your copy using bullets.
- If using testimonials make sure they are real, for authenticity.
- Test new ideas using A/B testing. Let your customers decide which message works best for them.
- Ensure privacy, confidentiality and security when potential customers share personal information.
- 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)
- Segment by user type: don't send offers about male products to females on your email list.
- Do not send inbound traffic to your homepage. Use a landing page!