Most insurance brokers and agencies want to increase revenue by providing their producers with potential insurance clients. A solid 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 ways to do this. The goal is to attract profiling prospects to a website, webinar, or, as we’ll see here, a dedicated landing page. Although some agencies and brokers are just beginning to update their websites and launch their initial emarketing campaigns, other agencies have the foundation in place and can now move towards more progressive strategies such as 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 trigger a specific action on behalf of a visitor, usually using a form to capture information. Of course, landing pages can be used to deliver all kinds of digital content, from registration to webinars to insurance case studies, profit calculators, and newsletter subscriptions. When creating these specific pages, insurance marketers must start by determining the action they want to get and then build the page to achieve that single goal.

Here are 6 key steps to creating effective insurance landing pages.

1. Your unique value proposition

• The main title (what is the goal of the landing page)

• A supporting headline

• A statement of reinforcement

• A final argument

2. Pictures or video

• Add images, graphics and video to increase conversion

• Video also increases adherence

3. List the 3 to 5 main benefits

• Use bullets whenever possible

• List the key benefits (3-5)

• List the key features (3-5)

• Work up your appetite – turn it into food

• Keep it concise

4. Validation (Try it and prove it quickly)

• Real life examples

• Case studies

• Stats

5. Direct click, conversion

• Call to action (CTA)

• Keep it simple

• A main CTA

• 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 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 using split tests (or multivariate tests) to test multiple landing pages and messages simultaneously. Integrating effective landing pages into an insurance web marketing strategy will help generate more leads in your pipeline.