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The Importance of a Landing Page

As an insurance agency, you probably have a website that is full of information, links, and tools that will help your customers connect with your firm. While the idea of a web page that does it all is appealing and necessary, sometimes it makes sense to have a highly targeted page that encourages visitors to take action. That is where landing pages come into play.

What is a Landing Page?

Essentially, a landing page is a one-page website that has a singular focus—encouraging your visitors to take one particular action. You may create a landing page that encourages visitors to submit their email address, sign up for a service or fill out a survey. If you have targeted web pages, you are more likely to show up in web searches and when visitors come to the landing page, they are less likely to be distracted by other page elements.

How to Develop a Landing Page

The best landing pages are built around the action you wish visitors to take. You are providing all necessary information, but it is developed to funnel clients to the “action button.” Another important element of the landing page is white space. You do not want the page to be too crowded or difficult to read. Landing Page Tips While you may choose to work with an expert who can help you build a page, it is possible to do so yourself too. Keep these tips in mind as you begin building your page.

  • Make sure the goal is clear. Your visitors should immediately know how to proceed after viewing your page.

  • Keep it simple. While you may have minimal graphics and design elements, do not go overboard. Keep the page focused on the goal.

  • You cannot have too many landing pages. If you have multiple goals in mind, do not try to cram it all into one landing page or you will lose the benefits. A single page for each goal will generally be more effective.

A landing page is a great tool for further growing your online marketing efforts and boosting the chances your insurance agency will appear in web searches. If you’d like more information about other cutting-edge marketing efforts, become a member of the American Agents Alliance, a national insurance association, for access to our high-quality resources developed to help you and your insurance agency grow.

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