Imagine you’re searching Google for stainless steel mugs to give to your insurance clients. After browsing the top results, you spot a link advertising the exact stainless steel mug for which you’ve been searching. You click through to a page crammed full of everything from T-shirts to key chains. It’s hard to say where the stainless steel mugs are, but they’re definitely not on this page. What’s a well meaning searcher to do? Hit the back button and start over of course!
Now imagine a better scenario. You click the stainless steel mug link and land on a page that’s all about stainless steel mugs. You can easily understand your options and there are no distractions so you proceed with purchasing your mugs in a matter of minutes.
This is the difference between effective and ineffective insurance pay-per-click (PPC) advertising.
When a prospect clicks on a link, she expects to land on a clearly related page. But instead, many PPC links take users to non-specific Web pages and many sales are lost as a result. Dropping prospects onto the homepage of your insurance Web site is like asking them to navigate through a maze before completing the purchase. It’s like inviting a guest to dinner and then asking him to prepare the meal. It’s too much work! To make an insurance sale, you have to make the process easier-than-easy. You have to connect all the dots, answer every question and erase every ambiguity.
It’s no surprise insurance pay-per-click (PPC) campaigns are getting a lot of press these days. They can be a fast, easy way to generate sales. But beware and make sure you don’t put cart before the horse. In other words, don’t start a pay-per-click campaign without creating targeted insurance landing pages.
A good insurance landing page should include:
- A clear call to action
- Relevant copy and images
- No distractions – keep it simple, short and clear
As a rule of thumb, always create dedicated landing pages when paying for traffic with sponsor links or pay-per-click campaigns. And remember, the more specific the offer, the higher the response rate and the more qualified the prospect!