Landing Pages & Lead Forms That Convert for Insurance Leads + Ads [Part 3 of 4]

You are never going to get any leads if you have the wrong landing page or lead form strategy. These are literally the most crucial elements whenever it comes to converting a click into a prospect. So we are focusing today on the landing page strategy and also the lead form strategy, whether someone has clicked over to your website and they're interested in potentially like a webinar or a consultation or another lead magnet, or if they have clicked on an ad. I am not going to be holding back. We're gonna be talking about the biggest Do's and the biggest don'ts to increase your conversion, increase your quality, and as always, decrease your cost per lead. So if you're ready, let's dive in. In case you are new here, hi, my name is Shauna. Welcome, welcome. And if you've been around here before, then you know that my mission is to free as many insurance agents and other licensed professionals as I possibly can from ever depending on a lead vendor or a done-for-you marketing system ever again. It makes me angry how much Secrecy is in this industry in a very purposeful manner to keep the independent agent stuck and dependent on others' services. And one of the things that I've been talking about a lot with my agents that are learning to take control of their lead generation is the crucial step of the landing page and also the lead form, which is literally the gateway that either makes or breaks if a prospect is going to give you their information and wanna speak to you, or if that click is just gonna turn into them disappearing. Now you are actually joining me right now for part 3 of a 4-part series. Now, last year I had the privilege of overseeing $2.5 million in ad spend. Over $2 million of that was in the Meta Special Ad category. So this 4-part series really is focusing on what I learned from last year, primarily being in the Meta Special Ad category. It was the first year that insurance was required to run in the Special Ad category and kind of what I see is going to be the biggest game changers for agents moving forward in 2026. So part 1, we talked all about special ad category compliance. So make sure to check that out if you're interested. Part 2, we talked about campaign structure. And now part 3, we are talking about that critical moment where we turn a click into a conversion. And then part 4, I'm gonna be sharing with you the top 10 things that I believe that you need to know moving forward in 2026. Now we're talking about that critical moment where someone clicks over to your page or clicks on your ad and the decision of if they should convert or not. Now I talk a lot about paid ads, but you also should have an organic lead generation strategy that is implemented where you have a landing page or some sort of form that someone can fill out on your website, uh, linked to your social media and so on that allows people to convert. Now there are a lot of misconceptions about what the role of these pages actually are. So let's just briefly talk about them, and then we're going to dive into kind of the difference between a landing page and a lead form if you're running ads, and then the critical strategies that you need to know, like the biggest mistakes that I see so many agents make that I know decreases the conversions that they get on that landing page. So the main thing that you need to know, the biggest idea, I'm just going to give it away from the beginning, is that your landing page or your lead form has one job. It's got one job, and that job is to get someone to go down to the page, give you their information and decide to request whatever it is that you're offering— the webinar, the free consult, or whatever else it is. One job. When your landing pages or your lead forms are too long, people bounce. When they don't load properly, people bounce. When they're confused, people bounce. And when they ask for too much information initially, people don't want to give it to you. There are so many agents that have the misconception that the more questions that I ask a lead, the higher quality that lead's going to be. And there's definitely strategies behind asking specific questions on the lead form or on the landing page that can increase intent, but asking for more information from a stranger that has never met you does not increase the quality at all. So let's dive into the biggest dos and the biggest don'ts of a landing page that converts with keeping in mind the biggest, most important element, and that is that your landing page has one job. And I'm going to go ahead and apologize to you if you hear construction going on behind me, it's because I'm in the middle of a kitchen renovation from not heaven. Okay, it's been rough over here. And I've already stopped and started this video so many times because now we're getting personal. I have a thing with wanting all of my videos to sound and look perfect. And that is something that I'm trying to let go of and work on in 2026. So even though I'm a little bit under the weather, even though there's a little bit of sound in the background, we're pushing on because this is important information that really can make it or break it in your business. And the landing page is one of those things that when you get right, it is a game changer in your business. And same thing with the lead form. When we get into that, the lead form is a little bit more centered around ads and paid advertising. Even if you are not running ads, or if you are running ads, you should have landing pages on your website that are trying to get conversions. So their one job is either trying to get a consult with someone, or maybe it's to get them to book for an event or something else that gets them interested enough to give you their information and want to hear from you. So with that little disclaimer aside, let's get into this. Okay, so the 3 biggest dos, I got them written down so I get them right for you. Number 1 is we want to make sure that your landing page is crystal clear. It needs to be crystal clear from the moment that someone clicks on it. 2 very important things. One, they should know exactly what your offer is. What is the thing that you are offering them? So is it a free consult? Okay, perfect. Then everything on this page needs to be hitting on the pain points that that person is most likely experiencing, along with the benefits of meeting with you for a consult. Like you are going to remove the overwhelm. You're going to review their plan options. You're going to answer any of their questions. Click this button now in order to book your free consult. I have seen the mistake of agents wanting a free consult, but then they use the messaging and the button that says get quote now. When someone clicks on get quote now, they are fully anticipating getting a quote or completing a few things and getting a quote, not speaking to a human. So we want to make sure it's very clear what the offer is. Same thing if it is an event, whether it's online or it is going to be something that is in person. We want them to instantly understand what is this thing that I just landed on, on that messaging that they see on the top. What is it that I'm potentially signing up for? It's got to be so clear. The moment that someone has even an inkling of being confused is the moment that they bounce. In our world, attention is becoming less and less, and people are just in the mindset of wanting to scroll. So your landing page needs to capture their attention, and then it needs to very clearly deliver what the thing is that we are trying to get them to sign up for. So we want it to be very clear on the offer, right? Number 2, we want to make sure that the messaging is very clear and has synergy with whatever it was that got them to click. So what I mean by that is, for example, if we are using lead ads and we are sending them to a landing page, or let's say we have a— we're wanting to do a long-term care workshop and we're wanting to do that in person. So our ad talks all about that. However the ad is structured, the landing page that they land on needs to have synergy together. I have seen so many agents make the mistake of where they're talking about whatever it is— it's, it's an online workshop, it's a Medicare 101 seminar— and then when the person lands on the landing page, it doesn't instantly go, you in the right place, you clicked on that ad, you're in the right place. They need to subconsciously know the moment that they land on your landing page that they're at the right place. This is what I was expecting. In fact, this is motivating me even more to want to learn more about these services or this agent or whatever it is. So we want to make sure that it's crystal clear in both the offer and the messaging. Number 2, this is extremely important in today's world, especially with most people being on mobile when they visit your site or click on an ad, and that is above-the-fold messaging. What I mean by above-the-fold messaging is that when an individual lands on your page, they should see important information above having scroll. So if I land on a landing page, and you have your button for me to sign up and your headline that says something like the 3 critical dates that you need to know before you turn 65. In this workshop, we're going to remove the overwhelm and make sure that you're never faced with any penalties. Click now to save your spot or yes, save my spot. I should not have to scroll in order to see the button, the button, I should see very clearly a headline, a subheadline, which we need to really emphasize what the benefit is here. I like to always say like no No one wakes up and is excited to go to an estate planning workshop. No one wakes up and is like, I just like all I want to do on this Saturday is talk about Medicare. No, but they do want the overwhelm removed. They do want to know that their family's protected. They do want to know that they have a retirement plan. They don't want to worry about not having enough income. They don't want to stress over if what would happen to their family if they ended up having an accident. We want to hit on that, that, that benefit, right? So we want there to be a messaging above the fold and the button above the fold. And the same thing whenever it comes to your desktop. Desktop's a little bit easier, but whenever they open it up in the browser at the very top, it should be very clear what it is and then the button. But the biggest mistake I see with agents on mobile is the button is like down here where people gotta scroll. Okay, we don't want people to gotta scroll. We want them to see that button. And in fact, I probably will talk about this later, but it's on my mind now. We want there to be a button for them to sign up every like every time as I scroll and that button from down here goes behind over here. I should see another button on mobile, so I never have to hunt for it. Don't make me scroll to the bottom. Don't make Don't make me look for it. Put a button block throughout everything on the landing page. All right. And then number 3, the biggest do is, and this is a compounded do, but I didn't want to hold back information. We want your landing page to answer 4 questions. Okay? So the 4 questions are, 1, am I in the right place? 2, is this for someone like me? 3, why should I care right now? And 4, what happens if I do nothing? So am I in the right place? They need to feel like, yes. Like if, if I am stressed about whether or not my children are going to be taken care of, there is an accident, or, um, that I am investing in a life insurance policy that actually compounds over time and that I could withdraw money from, or yes, I'm in the right place because I do want to make sure that I have a retirement plan in place and so on. 2, is this for someone like me? Speaking specifically to the type of client that you want to attract. This is why there are so many mainly lead vendor pages, but they focus specifically on veterans or on truckers, um, or on entrepreneurs. If it's like maybe, um, Under 65 insurance. 3, why should I care right now? So it's sharing why this is important information, especially if we're talking about a product. There's— it's very easy to have urgency if you're in the Medicare space or even private insurance or ACA. It's easy for you to have some urgency there. But when we're talking about something like estate planning, long-term care planning, annuity, IUL, any of these other things, people think they can put this stuff off. So we need some things that really motivate them to why they need to act now. And then what happens if I do nothing? Basically that they can stay in the same place and they can continue feeling that pain that has gotten them to the page in the first place. So when your landing page answers those 4 questions, you've got the button above the fold, it's super crystal clear, you have a landing page that is most likely going to have a high conversion rate. Now that you have an idea of the 3 biggest dos with your landing page, let's talk about the 3 biggest don'ts, or the 3 things that you do not want to have on your landing page. Okay, the very first thing, you do not want to have any confusion on next step. When they land on your landing page, it should just be as simple as possible to know what the next step is. It's click that button and give you their information. And there are other elements that many agents that I work with feel like they're supposed to have on their page that actually removes the ability for that landing page to do its job. So for example, number one, okay, there's 3 things I'm going to share with you. We don't want there to be a navigation menu. So on a landing page, we do not want to have the menu at the top that lets them explore your website, read about you, do all of these other things. No, a landing page should only have the one job, and that's getting them to click on the one button and convert. So for many people, if it's on your website, it makes sense for you to have that page open up in a new window. So they're on your website where they can explore all of the different pages on your site, but they click on that one button, it opens up to a separate page. And even more importantly, if we are running paid ads to any of your landing pages, whether it's for a webinar or, um, we're just trying to generate a lead for a consult, we do not want to have a navigation menu at the top of it. So make sure that that is removed. That is the most common mistake that I see on landing pages is having that navigation menu. It's a big mistake. Remove it. Number 2, we don't want to have any other additional ways for them to contact you on the page. Now I'll give a small disclaimer. At the footer at the very bottom, we could have like your email and your phone number at the very bottom, but we don't want to have throughout the— if we're running an ad especially, we don't want it on the ad. We don't want it throughout the landing page. We don't want your phone number or ways to contact We don't want a chatbot there at the bottom that's going to be instantly trying to interact with them. Because remember, our landing page has one job. All those other things are great, are wonderful, but we don't want to have that confusing information. I've seen some agents where they're like, click the button to save your spot, or you can call me now, and they put the phone number. And their thought is, well, maybe they won't even sign up for this seminar. Maybe they'll just call me directly and talk to me. No. After we get their information, after we've done that one little job and we've gotten their information, then we can do whatever we want. Reach out to them, we can give them our email, we can give them our phone number, we can do whatever we want. But on the landing page, we need to ease the confusion. So no additional like contact information on there. And we don't want any other buttons. That's number 3. We don't want where it's like sign up for my workshop. And then it's like explore my services, how I got started in elder law, how I'm licensed. We don't want other clicking buttons on there. The only button that they should be able to click on is the button to sign up for your thing. Other than at the footer of your website, of course, we're going to have your privacy policy and we could have your information down there little if they decided to scroll down, but we don't want it throughout the page. All right, biggest do not number 2. So we've moved on. So number 1, confusion on the next step. Number 2 is too many questions on the lead form. I know I said this earlier, but there is a misconception that more questions equals higher quality and higher intent. And that's just not true. We are truly in a trust recession, and there people are slower to want to give you their information. People don't know who you are, especially if we're running paid ads. This is cold traffic, meaning it's people that have never heard of you, interacted with you before. We don't want to ask for more information. And I understand thinking, well, I need more information so I can set them up with the right quote and so on. No, we want the landing page to start the conversation with the lead, to get them into our world so we can nurture them. Them. So ask for as minimal of information as you possibly can. So of course, we're still wanting to make sure that they're interested. So we're going to get their name, we're going to get their email, we're going to get their phone number, and we are going to possibly ask some sort of a custom question. Now, we can talk more about custom questions when we talk about lead forms on Meta ads here in just a minute. But we can ask a custom question or 2, or we can ask them a question that puts them in the right mindset. Like a good one if we are running life insurance or planning or anything like that, who would be your beneficiary? And let them answer that. But when we try to find out different things like your date of birth, even your zip code sometimes, even requiring last name or asking very specific information about their health or about their current plan, it makes people just feel like this is a little too much at once. We want to make it as easy as possible to get their information, get them in our system, and now we can warm them up and try to get them to convert. Once we get them off the platform and we get them where we have permission to call them, email them, and move forward with that relationship. And do not number 3 is try to do everything all at once. You hear me saying that the landing page has one job. Your landing page should not be the main place where you educate, you convince, you differentiate, you try to close, you try to handle objections, you try to build a brand, you try to show all of your testimonials, and so on. Your landing page is kind of like, it's like the resume. That you would submit for a job interview, right? The resume is not going to get you the job. So if you have a resume that is way too long and too complicated and all of these little details, they're probably not even going to call you for the interview because they're going to get a little overwhelmed from how long and detailed it is. We want it to be like the resume that highlights things and opens up the conversation. So when in doubt, your landing page— more simplicity, very easy for the user to scroll through, and very clear on what it is that you have to offer. All right, let's dive into some strategy whenever it comes to Meta lead forms. So I'm talking about using the actual form that Meta has on the platform. And first of all, there is a big misconception that using landing pages gets you better leads than using a lead form. That is kind of like saying that the people that are in the drive-through at Chipotle are less committed and less quality than the people that are inside the restaurant actually It's not true. Both people want them some food, but both people want the food. They're just going about it in a different way. And the Meta lead form has come a long way. There are so many tools that allow you to really filter out the quality and increase the intent with your leads, which we're going to talk about briefly. Also, when we are using a landing page, the strategy has to be so precise and exact for it to convert well on a Meta ad. Typically, those people are cold. They've never heard of you, and they click over to your page. The lead form helps them instantly know what it's about. It helps keep it streamlined. It's mobile optimized and so on. So let's kind of dive into, uh, some lead form strategy. So we're going to start with the 3 biggest dos when you are using a Meta lead form. Number 1, you do want to use the SMS verification. This is a wonderful thing that rolled out last year in everyone's accounts. You should have it there at the actual ad level. We're able to turn on SMS verification. It is seamless within the platform. I love that. So you know that you're never getting any bad numbers. Number 2, and this is also new, Meta rolled out where you can check a little box where it will open the chat inside of their Messenger app. So essentially when they hit submit and they've become a lead, we get their information. It will open a conversation inside of Messenger. Now the cool thing about this is the conversation that it opens is literally just basically confirming their information. So let's say I see Mr. Medicare and I fill out my information, then it will open up in chat and it will be from Mr. Medicare and it will say the information that you shared is this and just highlight it. And that's it. It doesn't make it where it feels like you need to respond there. But what it does do is it gives you or your team a life force. We know that people are on Meta. We know that we can get inside of their Messenger inbox. So if you can't get ahold of them. You can message them something that either is like, hey, I'm, you know, I'm trying to get ahold of you, or I can't wait to talk to you. You can give them your contact card to say, we want you to know who we are when we call, and we hate spam, so save this so you know that it's us. It has been a game changer, especially with Apple screening the unknown calls. And number 3, what we do want to do whenever it comes to their lead form strategy is we want to use a custom question and/or conditional logic. So what I mean by a simple custom question, we can ask them something that kind of forces them to interact with the form a little bit more, and this can oftentimes increase the quality and the intent. Now, we're not going to get too personal here. We're not going to ask for something crazy, but we might say, I want you to know who I am when I call you, so give me a reminder word like a favorite hobby or a favorite color. It could be who's going to be the beneficiary And it has like a list of like your spouse, a child, a other, where they give you a little bit more information by interacting. You could have them just say yes or no if they already have like a life insurance plan, or have you already looked into this specific product or whatever it is. So you can have that custom question. Now, something that I love, that I love about MetaLead Forms, and this is even more pertinent if you are— I like it primarily for Medicare, or sometimes this works really well when we have a very specific age kind of level that we're trying to target. And that is conditional logic. Conditional logic on lead forms allows you to ask a question. We have to ask a compliant question, right? We can't ask a question that isn't special ad category compliant. So we got to be compliant, but we can ask a question. And if they answer one way, they become a lead. If they answer the wrong way, they do not become a lead. And this is wonderful in filtering out leads that we don't want, but it's even more impactful in teaching Meta's algorithm who to serve your ads to because it very quickly catches on. Okay, these people are converting, I need to send it to more people like this. These people are not converting, I need to not send it to those types of people. So I absolutely love conditional logic. And it's my understanding you don't get access to these things if you are running your ads from a third-party ads manager like GoHighLevel. This is something that I want agents to see, that when you use something like your CRM to manage your ads, it's like riding a bike with training wheels and there's zero hope of ever removing those training wheels. You don't get access to all of these things that you get in the Ads Manager. So I just want you to know that. Now let's talk about the 3 biggest don'ts. Do not do this with your lead form. Number 1, too long. We don't want it to be too long. We don't want it— we want it to stay like very mobile friendly. We don't want them to have to scroll a ton, right? 2, too much information. We had this on the landing page, but I need to share it here too. Too much information that's supposed to make your job easier. This is about just getting them to take that initial step and get them to convert so then we can warm them up and market to them. Number 3, the right call to action on their thank you page. So once they become a lead and they submit their information, what they see next is the thank you page. And we want that thank you page to say, thanks, you're all set. And if it is a lead magnet or it is a webinar invite, we want to tell them to go to their inbox so that way they can receive the information from you. This is essentially teaching them to go into their inbox and to look for emails from you. So we don't want to give them all the information on the thank you page. We don't want to say, here you go, here's all the info. We want to make them go to their email, but you can have a call to action button on there such as, why wait? Go ahead and click the button below to schedule your free consult. Or like, let's talk now. I love answering your questions. Click the button below to call me. All right. And those are the most important strategic decisions in order to create a landing page that really increases conversions and at the same time increases increases quality. Now, there's something that I'm considering doing. Let me know if you would be interested in this. I am considering having an application where I will review your landing page and maybe even your ad account for free. Of course, it would be public and on here for other agents to learn from, but it would be some very valuable information that allows you to really start to make the right changes to increase your conversions. In my private membership, The Inner Circle, many times I will spend 20 minutes going through an agent's landing page and sharing with the group exactly what changes they need to make, how I would word things, where they should put buttons, and so on. So if that's something you're interested in seeing in the future, then let me know in the comments. And while you're there, let me know if you have any additional questions. I love reading the comments. I love answering your questions. And it also tells me exactly what information you want me to share on here now. And last but but not least, if you enjoyed this video and if you're ready to break free from lead vendors and from shady done-for-you marketing agencies, then I hope that you'll click that subscribe button. It costs you nothing. It means the world to me, and I cannot wait to see you in the next video. It is part 4, and it is where I'm not going to hold back. I'm going to share with you the 10 most critical things that I believe that you need to know about everything lead generation that I learned from being in Meta Special Ad category, and I can't wait to share it with you. So I hope I'll see you in the next video.