Not every page you land on is a landing page. A landing page, at least in terms of marketing, is a page that is created specifically to generate qualified leads. Most often, they look very different from an agency’s other website pages. Notably, they lack navigation links because you want the client to stay put long enough to read the content and fill out the form you create to capture their information.
A very simple landing page may look something like this page from Behance.
An effective landing page allows agencies to gather some basic data from prospects through a short form. This data can then be used to connect further with prospects through direct calls or transactional emails.
Let’s start with messaging. A landing page’s content should be succinct and focused on persuading your visitor to take a certain action - probably filling out a form to get a quote or arrange a consultation.
Don’t waste your words talking about your agency You can do that during the consultation once you’ve gotten some buy-in. Your landing page copy should be consumer-focused, not agency-focused. Show your prospects that your main concern is responding to their main concerns.
Rather than leading with a sales pitch, lead with the unique advantages that your agency offers its clients. What real-world benefits will your prospects gain by choosing you over the competition? And please, please, please, make them specific.
Every single agency in the world values customer service, fast response times, and affordable pricing. All of them. No agency will ever create a landing page that offers prospects mediocre service, meh response times, and middle of the road pricing.
So if all agencies value the same basic principles, the only way to demonstrate your unique value is to make your value actually unique. You do that by getting concrete about your offerings. What do you mean by “fast response times”? Will your customer service reps return a call in under an hour? That’s what you lead with. The concrete advantages. The specific details. Anything less is unconvincing and generic.
If you want to really convince your visitors, offer them evidence of your agency’s advantages. Showcase a particularly compelling testimonial that highlights the benefits your clients’ receive by partnering with you. Add any certifications or accolades relevant to your landing page content. Without adding too much clutter to the page, provide the artifacts of your excellence where they’re easy to see and respond to.
According to research conducted by Wishpond, landing pages with multiple offers get 266% fewer leads than single offer pages. Your landing page has one goal and one goal only: capturing qualified leads. Make it easy for visitors to do this one thing by limiting their options.
If you’ve got other offers that you want to add to your landing page, make a new landing page. This increases the success of each individual landing page, and it also increases the overall conversion rate of your website. Websites with 30 or more landing pages get seven times the leads of a site with only ten, according to the same Wishpond study.
Get in touch with the insurance marketing experts at AgenciesOnline. We understand the needs of independent insurance agencies because we only work with independent insurance agencies. We understand your markets, and we know how to reach them. Let’s get started today.