3 Elements Insurance Marketers Can’t Overlook When Designing a Landing Page

The journey from prospect to policyholder is complex, so marketers must deploy strategies that guide potential customers through the process.?Join us as we dive into the landing page strategies and 3 key elements you must include to engage your audience and drive impactful results.

1: Include Clear Coverage Details

In insurance, clarity is crucial. Your campaign messaging and landing pages must provide clear and comprehensive coverage details, and avoid using overwhelming industry jargon. Break down policy information, including deductibles, limits, and additional features, in an easily understandable manner. By presenting transparent and user-friendly coverage information, you build trust and empower customers to make informed decisions about their insurance needs.

See it in action: Travelers highlight details of their plan in a concise manner by highlighting the discounts, exactly what is covered, and even their claim service—all in the top half of their landing page. This is crucial, as it promotes transparency and allows the potential buyer to get a full sense of what is offered.

2: Place Trust Signals Throughout the Page

Trust is the bedrock of the insurance industry. To inspire confidence in potential customers, you need to include?trust signals that show your credibility and reliability. This includes logos of industry associations you're part of, affiliations with well-known insurance providers or reinsurers, and certifications that communicate your commitment to industry standards.?

See it in action: The Marshmallow Insurance offers multiple points of trust signals above the fold, including a link to their reviews on TrustPilot, confirmation that they are FCA Authorized and Reigstered business, and that they operate a 24-hour claim line meaning that no matter when an accident may happen, you’ll be able to contact them. This is further highlighted in the copy, where they establish themselves as a “car insurance with a conscience” and saying they’re “on your side.” The mix of actual trust signals with reviews and authorizations is further cemented thanks to to the trust-focused language on the page.

3: Seamlessly Integrate with Quote or Application Processes

Enable visitors to smoothly transition from learning about your insurance product to obtaining a quote or completing an application, all within the same user experience.?

Streamline the process by minimizing the number of steps you ask from visitors and eliminating unnecessary barriers to entry. A user-friendly and efficient quote or application process enhances the overall customer experience, improves conversion rates, and instills confidence in potential customers as they progress toward securing coverage.

See it in action: This esurance landing page makes getting a personalized quote incredibly easy. In order to proceed to the next steps, visitors don’t need to enter any private information beyond their zipcode.. The conversion opportunity form is simple, but if a visitor isn’t comfortable sharing information online, they also include a secondary contact option (phone number).

Maximizing marketing impact in the insurance sector requires an industry-specific and strategic approach. By employing the landing page tactics outlined above, insurance marketers can navigate the complex landscape of the industry, effectively engage their audience, and drive conversions.

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