In online marketing, a landing page is is a specialised web page that aims to sell a product, service or procure a lead. The page can be standalone or part of a website. They are often simpler than a standard webpage as they only have one goal: lead generation or making a sale. Good landing pages have carefully written copy designed to convince potential customers.

Visitors arrive on landing pages having clicked a promotional link on social media, e-mail campaigns, search engine marketing campaigns, in a high quality articles or from PPC advertising such as Google Ads.

If the goal is to obtain a lead, the landing page will usually have an enquiry form. If a sale is required, the page will have a button for the visitor to click and make a purchase.

By tracking visitors and monitoring in-page events and clicks, marketers can determine the success of an advertisement and make adjustments to optimise their landing page.

• Above the fold refers to the part of a webpage that is immediately visible without scrolling down. This area can be different if you view a page from phone, tablet or computer. In marketing above-the-fold content is considered important as it is the first thing the visitor sees and key to getting them hooked.
• A call-to-action button is a usually large button placed in a prominent position on the insurance landing page typically taking the form of an instruction or directive, for example, “Buy now” or “Sign up”. The objective of your insurance landing page is to maximise clicks on the call-to-action button.
• Click-through-rate or ctr is a marketing term to measure the success of a landing page or advertising campaign. CTR is the number of clicks on a link or button expressed as a percentage of the total number of visitors to a page. The higher the click-through-rate, the greater the success of the campaign.
• A/B testing or split testing is a marketing research technique. In a simple A/B test two slightly different landing pages are built. Usually one page element is changed for each test, such as a call to action, button colour or an image. After a certain length of time, results are compared to see which page performed best.
• Landing page optimisation is the marketing process of systematically improving landing pages to get the highest possible CTR, conversion rate or number of sales. This is usually achieved through monitoring in-page analytics, collecting user feedback, and A/B testing.
• Conversion rate optimisation (CRO) is the process of increasing the percentage of users who take a specific action (usually passing on their personal details or making purchase).

Your insurance landing page should have one goal (clicking the call-to-action), so remove everything that distracts the user from reaching that goal.

Remove the following from your page:

• Navigation menu. You want users to stay on the page, so remove all links to external pages, including your navigation menu. You can keep a homepage link on your logo.
• Footer. Keep a simplified footer with only the required legal information, your contact details and links to social media profiles for confirmation of who you are.
• Irrelevant images, buttons and widgets. Remove all elements unrelated to the landing page. This includes widgets and buttons that are not part of the CTA.
• Advertisements and banners. Remember, an insurance landing page has one goal, advertisements and references to other products or websites confuse and distract users from that goal.

Before

• Cluttered landing page
• Too many links – the nav menu draws users to other pages
• The Contact and Account buttons reduce the impact of the CTA button

After

• Distraction-free landing page
• Clear message
• Clear goal

Long form layout

This landing page study for Protalus found that a long page format increased sales by 58%.

Instead of a small page packed with information, they designed a very long page. Simple at the top, but with more and more detail the user scrolls down the page. Each sub-section is designed to answer a customers question, or promote the product form a different angle.

Web users are fickle. Studies have shown, from the moment a user arrives on your page, you have 5 seconds to convince them to stay. In those 5 seconds, you need to show that you can give them what they want.

Above-the-fold content (what the user can see without scrolling down) needs to be clear and convincing. Don’t make the user scroll down to find what they want.

Before

• Key information is off-screen
• CTA hidden below-the-fold
• User forced to scroll down

After

• Key information is immediately visible
• CTA above the fold
• No scrolling necessary

A picture tells a thousand words. Cliché or not, all effective landing pages have a great big product image: the shoe you are buying, the phone you want use, your next holiday destination.

Insurance is slightly different in that the product is not a physical object but a legal promise. You don’t really want to include a picture of the contract on your insurance landing page! Insurers get around this by using warming, emotional images of the hypothetical insured.

In our studies, leading insurance landing pages all had images with the following characteristics.

Customers want a product they can relate to

The image must relate to the insurance cover – the family hugging (family insurance) on the couch, grandma with her grand children (life insurance), a family holidaying (travel insurance)

Bad

• A boring stock image
• Detached and lacking empathy
• Very low conversion rate

Good

• Positive and fun
• The customer can relate to this image
• Real people in a real car

Warm, positive images convert better

Warm and empathic image with a positive message have been shown to increase conversion rates.

Negative image

• Negative message
• Client far less likely to buy

Positive image

• Positive and fun, detracts from the severity of an insurance claim
• Proven to increase sales

Full screen images shown to have greater impact

The bigger and brighter the image, the greater the impact and the stronger the message hits home. This is one of the reasons we all love cinema.

Low impact

• Small image
• Creates less emotion

Higher impact

• Full-screen image
• Creates more emotion

You have 5 second to convince users to stay on your page. Getting the right wording for your title and sub-title can skyrocket your conversion rates.

Below I have shared the secrets of the writing excellent insurance landing page copy. Follow this advice and you will start to see your customers hooked.

Don’t waste a single word

Every word should serve a purpose so use clear and concise titles. Users don’t want to read an essay so get straight to the point. You

Be persuasive

Most users will shop around on competitor sites so you must sound like the best. Use convincing copy to stand out. Catchy texts with strong (but true claims) will help you stand out.

Show the client what THEY get

Customers don’t want to hear how old and reliable your company is or how much your know about insurance. They want to save money AND get wider cover – so tell them that!

Here are some excellent techniques to increase conversions, even if your insurance cost more than rivals.

Show a price drop or special offer

In sales perception counts. If a customer thinks they are over-paying, they will look elsewhere. However, if they feel they are getting a special deal, they are far more likely to buy.

Before

After

Put the price in context

The annual cost of an insurance policy can appear quite large at first, especially for a family on a budget. But the daily cost can almost seem insignificant – so pointing this out on your landing page will help answer your clients concern about the overall cost.

Calculate the daily cost of the insurance policy and compare it to a completely different product. Here is one of my favourite examples:

Still cost more? Point out the benefits

If your insurance costs more than competitors, you will need to demonstrate why you are worth it.

• Show clearly the benefits your insurance offers over your competitors, for example extra cover.
• Point out the risks a customer is taking with a competitor insurance, that you provide cover for. You offer vandalism cover, but your competitors don’t – make this clear. If your travel insurance covers cancelled flights, point it out.

Your page should have a big, bright call-to-action button in a prominent position. Follow these tips to make your CTA super convincing:

• Make your button over-sized and bright, in a colour that contrasts well with the background. Here is a neat guide explaining the psychology of colour and conversion rates. For buttons on insurance landing pages I usually go for green (which conveys saving and growth), blue (trust and security), orange (confidence and friendliness) or dark grey (security and intelligence).
• One button above-the-fold, that can be repeated towards the bottom of the page to save users scrolling back up to the top.
• Use inspiring text that compliments what is being sold. “Buy now” or “Get a quote” are ok, but “Save on car insurance” or “Get the UK’s most popular car insurance” sound way better

TIP: Use a contrasting text to shed light on the (silly) alternative to taking insurance with you.

Adding customer reviews, quotations from media articles and celebrity testimonials are proven to increase sales.

Include customer reviews above the fold

Market research specialists iPerceptions found people are 63% more likely to buy from an eCommerce site that has user reviews than one without.

Reviews should preferably be above the fold and near your CTA. We created this page shown below for an Italian insurer. The page has customer reviews and newspaper quotes from leading newspapers directly under the call-to-action. A great way to win over new customers.

Newspaper/media quotes

If you have been featured on in the media let your clients know about it. Newspaper logos on your page work well.

I love this next one – Zopa feature their most influential review with a full width banner:

Here’s another good example of social proof. Cloud Insurance showcase major clients who rely on their services:

Cake Insurance display their best customer reviews in carousel below their lead banner:

Celebrity testimonials on your landing page

Why do sports brand Nike pay an enormous sum to Maria Sharapova to endorse their brand? Because Celebrity testimonials work. They know that an initial investment of $100 million can generate several billion dollars in sales over the next decade!

I am not suggesting you pay 100 million to your favourite VIP, but if you could get a positive review or quote from an influencer on your landing page, then do it.

Returning to the insurance field, Hall of Claims commercials used Oscar-winning actor J.K. Simmons in their ads. Through the ads, viewers are left with the impression that the insurer has the experience and credibility to handle anything.

You can widen the landing page appeal by making your products and services available in other forms of media. It also looks professional. For example:

• Video: some people prefer a video to reading a page. A short video is also an effective way to demonstration how your product service or page works without pages of writing. Video is popular with Gen-Z and Millennials who have grown up with smartphones, Youtube, TicToc et al.
• An infographic is a nice visual way to summarise your page. Clients can download, print off or share the infographic on social media.
• A downloadable PDF allows consumers to print off your marketing material and read when and where is convenient for them. This is popular with baby boomers.