Have You Created a Landing Page?

The In’s and Out’s of Creating a Landing page


A landing page is exactly what it sounds like: the page within your website that internet users ‘land’ on when they traffic from any online source. It’s the next page an internet user will see after clicking on a link related to your business. This link could be a Facebook Ad, a Google search, a link on Twitter, a link within your blog, a link from your newsletter…the list goes on and on.

The goal of a landing page is to encourage conversion within your sales funnel. It’s that simple. We highly recommend a single Call to Action for landing pages. That action could be:

  • One Concept that Creates Curiosity
  • Starting a free trial
  • Creating an account
  • etc, etc, etc.

A landing page is what tells a visitor to your website how to act on their interest in your business. It’s what turns a common internet user, window-shopping the web, into a guy who comes to your office and fills out a financial fact finder.

There’s a number of elements to optimize when you’re designing your page:

  • Headline – Your headline should be clear and compelling in order to grab your viewers’ attention immediately. If you’re using Google Ads you should be using your headline in your ad – so make it clickable!
  • List of benefits – Show what the potential customer will gain by signing up for your webinar. Even if it’s free, it’s still your job to convince that person that they should 1) give you their email and 2) spend the time to participate with you.
  • Call to Action – Make sure your  call to action is clearly defined within your design. It should be one of the first things your visitor sees when they click on your page
  • Form Fields – To gain more conversions (and leads), keep your required form fields to a minimum. Ask for an email and a first name. You can ask progressively more information as your visitor continues to get to know you.

Creating a landing page is a straightforward process. Get in touch with your business’ web developer (or, in WordPress, do it yourself!). Create a new page and start pushing web traffic towards it.




About Jeffrey Berson

40 years in and around the industry has made Insurance a part of my DNA. I have had the pleasure of working with and for some of the greatest minds in our industry. My "Bersonal" View is an attempt to capture some of the best ideas, the best concepts and the best practices in a way that can lead to success for others. It will certainly be my point of view, so please...don't take it "Bersonal".
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