So, you want to design a landing page or two for your insurance website.
A landing page is a standalone webpage created for a single goal. It can be a lead generator or a click through page.
A click through page convinces you to continue. These are almost always giving away something or trying to sell something.
A lead generation page is trying to gather information. These have forms for customers to fill out and allow you to market to them at a later time. The best lead generators will give out a freebie like an e-book or whitepaper in return.
Now, to the design tips!
What’s the Point?
Your customer has a problem and they’re looking online for solutions. To solve their problem fast, the information needs to be easy to find and understand.
Your landing page’s title or headline needs to be captivating and full of information. Eight out of 10 people will read your headline, but only two out of 10 will read the rest.
You got them with the title. But, now they need the rest of the information. The key is to not overwhelm visitors with too much. That means limiting the information that guides them to action.
Keep your links to a minimum and make your call to action bigger than the rest of the links. Remember, this isn’t your home page. This page needs one button, one form, and one topic of information.
Think about what free incentives you can offer. Everyone likes free stuff. It could be free information in the form of an e-book. Or, a free entry in a gift card drawing. It doesn’t send good signals when you ask for someone’s information and give nothing in return.
Make sure all design elements in the customer’s journey are consistent. For example, say you sent out a marketing email that lead customers to a landing page. Make the landing page design consistent with the email that got them there. If they click through a blue email to a yellow landing page, they may think your link is broken.
Be sure to use the same catchy title in both the marketing materials and landing page. Consistency is key.
Anytime you create a new marketing email with a new landing page, keep the layout consistent. A returning customer will know exactly where everything is. It won’t take much effort to interact with your page.
Use Your Logo
I’ve mentioned before how important a quality logo is. It’s no different for landing pages.
Your logo doesn’t need to be a focal point. But, it needs to be visible and consistent. If you’re giving away information or asking for information, add your logo. It’s important visitors knows who they’ll start receiving emails from.
Keep it Simple!
You don’t need to crowd this page with testimonials and blogs. Even images don’t really belong here (unless you want to draw attention to something specific). Think: Headline, a little bit of explanation body text, call to action, and a form for visitors to fill out. Then, you’re golden.
About the Author
Jayci Morrison is a design and media specialist on ITC's Insurance Website Builder team. She's responsible for giving each website its distinctive look and then bringing that look to life. She also has a hand in creating AgencyBuzz email templates, ITC marketing collateral, and any other design needs the team has. When she's not staring at a computer screen, she can be found anywhere outdoors with her husband and their two dogs.More Content by Jayci Morrison