How to Create a Best-in-Class Insurance Landing Page

Last updated on by Tess Pfeifle in Conversion Optimization

Insurance is a unique product that people hope they’ll never have to use. It’s not something they eagerly seek out. Unfortunately, life doesn’t always go as planned, and that’s where insurance marketers like you step in. Insurance marketers play a vital role in making people contemplate the “what if” scenarios. The right insurance landing page can not only make them confident in their choice but offer them peace of mind.

However, the journey from prospect to policyholder is no easy task. It typically involves a lengthy process of exams, estimates, and appraisals. So, in this digital age, how can you inspire prospects to take that crucial first step and request a quote from your agency?

That’s where the power of insurance landing pages comes in.

In this blog, we’ll explore the best practices and tactics for creating exceptional insurance landing pages that engage, inform, and entice. Let’s dive in and discover how you can leverage the full potential of digital marketing to revolutionize your insurance campaigns. Get ready to captivate your audience and inspire them to embrace the protection and peace of mind that insurance provides.

Include Clear Coverage Details

When it comes to insurance, clarity is key. To ensure potential customers have a thorough understanding of the coverage options available, it’s vital to provide them with clear and comprehensive information. Break down the policy details in a way that is easily digestible and avoids overwhelming jargon. Clearly explain concepts such as deductibles, limits, and any additional features or riders associated with the insurance product. By presenting the coverage details in a transparent and user-friendly manner, you establish trust and enable customers to make well-informed decisions about their insurance needs.

Seamlessly Integrate with Quote or Application Processes

Minimize friction in the customer journey by seamlessly integrating your landing page with the quote or application process. 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 and eliminating unnecessary barriers. 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.

Add a Comparative Analysis

In a competitive insurance landscape, a comparative analysis feature can be a powerful differentiator. Provide visitors with the ability to compare your insurance product directly with offerings from competitors on the landing page (bonus points if it’s above the fold). Highlight the unique selling points and advantages of your insurance solution, showcasing why it stands out from the rest. Emphasize key differentiating factors, such as superior coverage, better customer service, or more competitive pricing.

By presenting a clear and compelling case for your insurance product’s superiority, you capture the attention of potential customers and sway them toward converting to your landing page.

Place Trust Signals Throughout the Page

Trust is the foundation of the insurance industry. To inspire confidence in potential customers, you should leverage trust signals such as display logos or badges of industry associations you belong to, affiliations with well-known insurance providers or reinsurers, or certifications that highlight your commitment to industry standards. These trust signals communicate credibility, reliability, and adherence to stringent quality benchmarks. By prominently showcasing such trust signals, you reinforce your brand’s reputation and reassure potential customers that they can place their trust in your offerings.

Include Education Resources

Empowering potential customers with knowledge is an important tool in the insurance industry. Offer links below the fold to educational content and resources that go beyond simply promoting your insurance offerings.

Consider selectively sharing links to or snippets of informative articles, blog posts, FAQs, or guides that explain fundamental insurance concepts, demystify industry terminology, and provide insights into best practices for selecting the right coverage. By becoming a valuable resource and trusted advisor, you’ll position your brand as an authority in the field–fostering strong connections with your audience and increasing the likelihood of conversion.


As insurance marketers, you hold the power to inspire confidence and peace of mind in potential customers, guiding them toward the protection they seek. By implementing the tactics and best practices we’ve explored in this blog, you can transform your insurance landing pages into captivating and effective tools that drive conversions.

By continuously optimizing and refining your landing pages, you’ll be at the forefront of the industry, driving success and creating meaningful connections with your customers. So, go forth, implement these best practices, and elevate your insurance marketing efforts to new heights!

Are you ready to elevate your insurance marketing game with high-converting landing pages? Sign up today for a 14-day trial and see the impact Instapage has on your campaign results!

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