A high-converting life insurance landing page plays a pivotal role in turning website visitors into actual customers.

To increase conversions, it must be designed with clear objectives, persuasive copy, trust-building elements, and a smooth user experience.

In this step-by-step guide, we'll explore the essential elements for creating an effective landing page that not only draws in leads but also drives them to take action—whether that's requesting a quote, scheduling a consultation, or signing up for a policy.

Table of Contents

1. Why You Need a High-Converting Life Insurance Landing Page
2. Set Clear, Action-Oriented Objectives
3. Create a Compelling Headline
4. Use Trust-Building Testimonials and Reviews
5. Craft Engaging, Persuasive Copy
6. Highlight Key Benefits and Features
7. Use a Strong Call-to-Action (CTA)
8. Implement Lead Capture Forms
9. Optimize for Mobile
10. Test and Optimize Your Landing Page
11. FAQ

1. Why You Need a High-Converting Life Insurance Landing Page

A life insurance landing page is often the first interaction potential customers have with your brand. This page needs to establish credibility, foster trust, and encourage visitors to take the next step.

Why it’s important:

• Building Trust: The life insurance industry relies heavily on trust. Prospective customers are making important financial decisions for their families' futures, and they need to feel confident in their choices. A well-designed landing page provides reassurance that your company is reputable and dependable.
• Generating Leads: The landing page serves as the digital "front door" to your services. If visitors find it easy to understand and appealing, they are more likely to leave their information for a follow-up or even make an immediate purchase.
• Driving Conversions: The ultimate goal of your landing page is to convert visitors into policyholders. This means guiding them clearly through the process, making it simple, straightforward, and compelling to take the next step.

2. Set Clear, Action-Oriented Objectives

Before diving into the design and content creation, it’s critical to identify the main objective of your landing page. Setting a clear goal helps you stay focused and craft a targeted experience for your visitors.

Common objectives for life insurance landing pages:

• Request a Quote: The most common action on a life insurance landing page is to have visitors fill out a form for a personalized quote. Your goal should be to make it as easy as possible to request this quote.
• Schedule a Consultation: Some life insurance companies offer one-on-one consultations with agents. If your goal is to have potential customers book a time with you, the page should focus on offering value and showcasing your expertise.
• Direct Purchase: If your goal is to allow users to purchase life insurance directly from the page, ensure the process is clear, secure, and fast.

Tip: Focus on a singular goal for clarity. Multiple objectives can confuse visitors, leading to lower conversion rates.

3. Create a Compelling Headline

Your headline is the first thing visitors see when they land on your page. It must quickly grab their attention and communicate the primary benefit of life insurance in a way that resonates with their needs and concerns.

Key features of a strong headline:

• Clarity: Avoid complicated language or jargon. Your visitors should immediately understand what you’re offering.
• Benefit-Focused: Make sure your headline addresses the visitor’s core concerns, such as protecting their loved ones, securing financial stability, or offering peace of mind.
• Actionable: Inspire immediate action by making the headline actionable or time-sensitive.

Example Headlines:

• "Protect Your Family’s Future with Affordable Life Insurance"
• "Get Peace of Mind Today with the Best Life Insurance Policies"
• "Secure Your Family’s Tomorrow, Today: Start Your Life Insurance Quote"

4. Use Trust-Building Testimonials and Reviews

When it comes to life insurance, trust is key. Including testimonials and reviews on your landing page can go a long way in reassuring potential customers that they’re making the right decision.

Types of trust-building elements to include:

• Customer Testimonials: Real-life experiences from satisfied clients build credibility. Testimonials should ideally reflect the visitor’s pain points, like providing for family after death or securing affordable coverage.
• Industry Certifications: Display certifications from trusted industry authorities to show that you are a recognized and reliable provider.
• Social Proof: Display awards, affiliations, or even the number of policies sold to establish social proof and build confidence.
• Security Badges: Since life insurance involves sensitive personal information, it’s important to reassure visitors that their data will be securely handled. Include SSL certificates or other trust symbols to highlight your commitment to security.

5. Craft Engaging, Persuasive Copy

Great copywriting is the backbone of a successful life insurance landing page. Your words should inform, inspire, and motivate visitors to take action.

Guidelines for compelling copy:

• Benefits Over Features: Visitors are more concerned with what they stand to gain than the specific features of your policy. Explain how your insurance plans will improve their financial security, provide peace of mind, or protect their loved ones.
• Simple and Scannable: Use short paragraphs, subheadings, and bullet points to make the copy easy to read and digest. Break down complex ideas into simple, understandable language.
• Include Urgency: You can prompt visitors to act quickly by offering limited-time deals or emphasizing the importance of getting insured sooner rather than later.

6. Highlight Key Benefits and Features

Life insurance is a complex product, so it's essential to break down the key benefits and features in simple terms that speak to your visitors' needs and desires.

Top Benefits to Showcase:

• Financial Protection: Explain how life insurance provides for families and loved ones in the event of the policyholder's passing.
• Affordability: Highlight how your policies are cost-effective, offering coverage within budget constraints.
• Personalized Plans: Emphasize that your insurance products can be customized to meet individual needs, such as life-stage adjustments or riders for additional coverage.

Important Features to Mention:

• Fixed premiums
• Coverage for final expenses
• Easy claim process
• Ability to add extra riders for additional coverage

7. Use a Strong Call-to-Action (CTA)

Your Call-to-Action (CTA) is arguably the most crucial part of the landing page. It directs visitors to the next step, whether it’s filling out a form, contacting an agent, or purchasing a policy.

Effective CTA characteristics:

• Clear and Direct: Your CTA should tell visitors exactly what to do, such as "Get Your Free Quote" or "Speak to an Agent Today."
• Urgency: Use action-oriented language to prompt immediate action (e.g., "Secure Your Coverage Now" or "Get Started Today").
• Visibility: Make your CTA button large and prominent. Use contrasting colors so it stands out on the page.

8. Implement Lead Capture Forms

For lead generation, it’s essential to include a form that visitors can fill out to receive quotes or further information. Your form should be easy to fill out, not overwhelming visitors with unnecessary questions.

Form best practices:

• Minimize Fields: Only ask for the most critical information, such as name, email, phone number, and any other basic details needed to generate a quote.
• Add Value: Let users know that filling out the form is worthwhile (e.g., “Get Your Free, No-Obligation Quote”).
• Progress Indicators: If the form spans multiple steps, include a progress bar to show how much further the visitor has to go.

9. Optimize for Mobile

Since a large portion of web traffic comes from mobile devices, ensure your landing page is fully optimized for smartphones and tablets.

Mobile optimization tips:

• Responsive Design: Ensure that your page adapts to any screen size, maintaining legibility and usability across devices.
• Fast Loading Time: Compress images and use streamlined code to ensure the page loads quickly on mobile devices.
• Thumb-Friendly Buttons: Make sure that all buttons and forms are easy to interact with using a thumb on mobile devices.

10. Test and Optimize Your Landing Page

Once your landing page is live, it’s essential to continuously optimize its performance. A/B testing is a great way to assess what works and what doesn’t.

What to test:

• Headlines and copy
• CTA placement and wording
• Form fields and layout
• Image and visual elements

Use tools like Google Analytics, Optimizely, or Unbounce to track conversions, monitor visitor behavior, and make data-driven decisions.

Conclusion

Creating a high-converting life insurance landing page is an ongoing process.

By following the steps outlined in this guide, you can build a page that not only provides valuable information but also encourages visitors to take the next step.

With a compelling headline, persuasive copy, trust-building elements, a clear CTA, and optimized forms, your landing page can significantly increase your conversion rates and help you close more sales.

Regular testing and optimization will ensure that your page continues to perform at its best.

FAQ

Q: How long should my landing page be? Your landing page should be as long as it needs to be to clearly explain the value of your life insurance product and convince visitors to take action. Aim for concise yet informative content that keeps the visitor engaged without overwhelming them.

Q: Can I use video on my landing page? Yes! A well-placed, short explainer video can significantly increase conversion rates. Videos help break down complex ideas, show the human side of your business, and build trust.

Q: What tools can I use to build a life insurance landing page? You can use platforms like Webflow, Wix, WordPress, or Leadpages to build your landing page. These platforms offer pre-built templates and tools for customizing your landing page.

Q: How do I measure the effectiveness of my landing page? Track key metrics such as bounce rate, conversion rate, average time on page, and form submissions to evaluate the success of your landing page.