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#1 Mistake with Inbound Accountable Marketing Landing Page Copy


The #1 Mistake B2Bs Make with Their Inbound Accountable Marketing Landing Page Copy 

One thing I still see a lot of insurance businesses doing on landing pages is focusing on their product rather than your problem.  They'll lead with telling us "How awesome this widget is" (and it's always awesome) but go really soft on WHY that matters to the prospect.

Don't get too focused on the fact that your product does X, Y and Z because that's what excites YOU. Remember that your customers are still people with problems to be solved.  

Try entering the conversation based on solid market intelligence you have gathered based on what you know is going on in their head - explain how your product solves their problem - and they'll think twice about closing that page.



I'll be the first to admit it: It's super-unrealistic to try to force every landing page to adopt five and only five components.  The elements you need on your page will vary by industry, solution, audience awareness levels, among other things.

For example, if you're selling insurance on your page, you'll need to overcome objections about your policy prices and neutralize anxieties about the purchasing experience - doubly so if you're selling a big-ticket solution.  This could require video demos, an explainer video, high-res screenshots, , money-back guarantees, security iconography - any number of types of digital content I am not covering here.  

That said, the highest-converting landing pages have at least the following five elements in common.  Use them as a starting point.  And split-test the addition and subtraction of elements that best suit your position in the insurance industry.


 It may seem odd to start at the "endpoint," but you need to think of your call to action first when writing a page, as I mentioned previously

This is not because your call to action should be the first element to appear on your landing page.  (In most cases, it shouldn't.)  It's because all the copy on your landing page should be building toward and supporting the call to action.  

Let's agree on a few things:

  1. Every landing page should have one goal, and that one goal is reflected in the CTA.
  2. You should have a maximum of one CTA per landing page.
  3. That one CTA can be repeated on the page - such as at the mod-point and the very bottom - as long as both CTAs are supporting the one goal of the page.

Passive calls to action - like Twitter and Facebook icons, or like site navigation - are still calls to action and, as such, shouldn't be on the page unless there is only one of them and it is in the primary CTA.

Cool?  Agreed?  Okay, with that in mind, how do you write CTAs that people actually want to click?


Think of your landing page as a closed door.  Essentially, that's what it is.  Your visitors are on a page they know, and a button invites them to leave that page in order to enter a new, foreign space that could be loaded with complications they can't anticipate.

When you're writing your CTA, keep the anxiety of your visitors in mind.  They're worried about:

  • What's really on the other side
  • If they'll be surprised by what follows
  • If the potential benefit of clicking is worth the risk

On a lead-gen page for an health insurance company, the following buttons were tested against each other:

#1 We don't spam!  Check out our Terms & Conditions.  GET MY QUOTES ›

#2 We don't spam!  Check out our Terms & Conditions.  SHOW ME MY QUOTES ›


Which is worth the risk of clicking?

Which one helps me understand what's actually going to follow?

In this test, it was found that the button wording "Show me my quotes" out-performed the copy "Get my quotes" by 10.3%.  All it took was tweaking the button copy to minimize the risk associated with clicking the button.  "Get my quotes" is ambiguous.  What do I have to do to get them?  Will  I have to pay?  On the other hand, "Show me my quotes" assures me my quotes are going to be displayed right after I click the button.  No sweat. 

We are inbound marketing consultants in Toronto.  If you need help you maximize the conversion on your landing pages to ramp up your lead generation activities we should talk.  In my next blog post I'll discuss the next steps in our guide to landing page copywriting.

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Posted by Peter Henderson on September 04, 2015 07:00:AM

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