Question: What caught your attention and enticed you to click and open this blog post?
Odds are, it was the headline that sparked your interest. Headlines are one of the most powerful tools in your marketing toolkit when it comes to attracting and converting leads. But, this concept isn’t just for blog posts. Writing compelling headlines is vital to each function of your inbound marketing strategy, including your landing pages. Landing pages are a single web page that are targeted around one specific offer. Without capitalizing on the opportunity to grab users' attentions with your offer, you miss out on converting visitors to leads. Using intriguing and effective landing page headlines have the power to transform your pages from missed opportunities to lead generating machines.
Your headline could be the only element of your landing pages that independent agents see, so time spent on crafting the perfect headlines is well worth the investment. As David Ogilvy once stated, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
Here are 5 tips to ensure your landing page headlines attract agents and produce the metrics you desire:
1. Be Concise, But Clear
Don’t waste your visitors’ time with longwinded headlines. Provide enough information to get the point across, but cut to the chase to leave them wanting more. Your goal is to get your message across quickly and clearly.
2. Target Your Buyer Personas
By the time your visitors have arrived to one of your landing pages, you should have a good idea of their interests and behaviors. Use buyer personas to create a personification of your target visitor. Then, write headlines directly to those targets. Consider their wants, needs, and motivations to craft relevant and meaningful headlines.
3. Communicate Your Value
The true challenge of a good headline is communicating the value of the offer. Use a surprising statistic, highlight a specific policy, or focus on a promotion to showcase the value of your offer and why it is beneficial for potential agents to click through.
4. Solve Their Problem
Your visitor came to your landing page for a reason – they have a problem they think you can solve. Effective headlines speak to the pain points your offer solves.
5. Use Appropriate Keywords
Conduct keyword research to find words and phrases agents are using in their online searches. This step can also be helpful in the content creation phase. By including relevant keywords into your landing page headline, you will optimize your pages for search, allowing more agents to see them in their Google results.
Make sure your landing page headlines don’t get overlooked. It is an important part of your insurance marketing strategy, and if written effectively, can pay dividends for your insurance Brand. Use these 5 tips to ensure your landing page headlines attract and convert independent agents, solve their problems, answer their questions, and keep them coming back for more.
Integrate your current strategies with fresh inbound marketing ROI based ideas to attract more clients to your organization. Let's touch base and I will put the Hult Team’s experience to work for you. You can contact me at 309-673-8191 or firstname.lastname@example.org, and together, we can create a better focus on your insurance Brand.