Most insurance brokers and agencies want to grow the top line by providing their producers with insurance leads. A robust top of the sales funnel helps ensure more consistent results at the bottom of the funnel. Insurance email marketing and social media marketing offer two great methods to achieve this. The goal is to drive profile prospects to a website, webinar, or, as we’ll discuss here, a dedicated landing page. While some agencies and brokers are just starting to update their websites and launch their initial e-marketing campaigns, other agencies have the foundation and can now move on to more progressive strategies like insurance landing pages and lead conversion optimization.
For those unfamiliar with these types of pages, a simple definition follows: any web page that exists to cause a specific action on behalf of a visitor, typically using a form to capture information. Of course, landing pages can be used to deliver all kinds of digital content, from webinar registration to insurance case studies, benefit calculators, and newsletter subscriptions. When creating these specific pages, insurance marketers should start by determining the action they want to provoke and then create the page to achieve that single goal.
Here are 6 key steps to building effective insurance landing pages.
1. Your unique value proposition
- The main title (what is the goal of the landing page)
- A supporting headline
- a reinforcing statement
- A closing argument
2. Images or Video
- Add images, graphics and videos to increase conversion
- Video also increases adherence
3. List the top 3-5 benefits
- Use bullets whenever possible
- List the key benefits (3-5)
- List the key features (3-5)
- Work up an appetite – turn into a meal
- keep it concise
4. Validation (Try It Out and Test It Quickly)
- real life examples
- case studies
- statistics
5. Click, Conversion
- Call to action (CTA)
- keep it simple
- A call to main action
- Use a short and simple web form when collecting demographic data (name, email, and company, for example).
6. Execute, Measure, Refine
- What are the empirical goals of the page/campaign?
- Total webinar registrants, requests to download case studies, number of videos viewed, etc.
- Modify the pages to optimize the conversion in successive campaigns.
Start by creating a conversion goal (total clicks, total downloads, phone calls, etc.). Launch your campaigns, which could include email marketing and social media marketing. Determine the main time frame for the campaign, maybe 5 days. Then measure the results and refine the landing page to test conversion optimization. This can be achieved in a linear fashion or through split testing (or multivariate testing) to test multiple landing pages and posts simultaneously. Integrating effective landing pages into an insurance web marketing strategy will help generate more leads in your pipeline.