In our latest edition of Masters of Marketing, Website Coordinator Steven Gibbons discussed what landing pages are and how to use them effectively to generate more conversions and leads for your insurance agency.

1. Ready for Takeoff:
How Landing Pages can Boost your Insurance Website Leads
Steven Gibbons
Website Coordinator

2. Before we start:
Find a recording of the webinar at resources.getitc.com/masters-of-
marketing
Ask questions in the webinar chat box
Join the conversation on Twitter with the hashtag #MastersMktg (and
follow us at @InsTechCorp!)
Join us next time on Thursday, August 15th at 12 p.m. CT for “7 Email
Habits You Should to Break Today” hosted by Heather Cherry,
AgencyBuzz Product Manager

3. Landing Page Basics
Landing pages are used to urge a specific action from your visitors.

4. Landing Page Basics
• Singular page
• Specific use
• “Landing” point from campaign
• Domain
• Part of your website, but separated

5. Landing Page Basics – Types
• Click Through
• Informational
• Used to take action
• Directs to follow up section
• Lead Generation
• Collecting information
• Forms
• Only needed information

6. 5 Elements for Landing Pages
• Essential Design
• Clear Intent
• Results
• Tailored Content
• Limited Nature

7. Design Focus
Matching your existing design or creating something stark to focus
intent and create interest.

8. Design Focus – Match
Home Page Salon Insurance Landing Page

9. Design Focus – Match – Explain
• Same general layout
• Familiar
• Creates opening for further involvement
• Mostly reducing clutter to focus CTA
• Good for general offerings that need highlighting

10. Design Focus – Differentiate
Home Page Lawn Equipment Landing Page

11. Design Focus – Differentiate – Explain
• Unique identity
• Custom to fit content
• Still shows branding
• Perfect for specific offerings outside of what is expected

12. Clear Intent
It’s important to reduce general site “clutter” to draw attention on what
you’d like the page to accomplish: Generate Leads

13. Clear Intent
• Reduce all website elements
• Minimize distractions
• CTA front and center
• Leave no question

14. Clear Intent – Vs. Homepage
Home Page Landing Page

15. Results
Landing pages are your chance to talk about your successes as
opposed to just your offerings.

16. Results – Success
• Less “What you offer” and more “What you can do for
them”
• Show success
• Highlight quality of your service/offer
• Detailed

17. Results – Testimonials
• Testimonials are success stories
• Customers feel confident
• Showing testimonials can generate testimonials
• Community

18. Tailored Content
Separates your information from your general site, or other landing
pages, to reinforce the focused result.

19. Tailored Content
Lawn Equipment Disability

20. Tailored Content – Explain
• Different graphics
• Different content
• Create the feel to match
• Demographic focus
• Assistive or Directional

21. Limited Nature
Seasonal offerings, limited time events, or just special occasions,
landing pages can help create a place for those specific moments.

22. Limited Nature
• Flood
• Hurricane
• Healthcare
• New Year
• Holiday offerings
• Business campaigns (refer a friend)
• Email campaigns

23. Reminder:
Find a recording of the webinar at
resources.getitc.com/masters-of-marketing
Join us next time on Thursday, August 15th at 12 p.m. CT for “7
Email Habits You Should to Break Today” hosted by Heather
Cherry, AgencyBuzz Product Manager