The 7 winners.

The landing pages actually worth stealing from.

Winner #1: simplfii.com

simplfii.com/save

Auto Insurance landing page example from simplfii.com
  1. 1

    What gets in the way

    Review stars have no count

    Each insurer card shows five green stars under ‘Reviews’. There is no count and no source, so a careful visitor can't tell who rated them.

  2. 2

    What works

    Monthly rate above the headline

    The line ‘Auto insurance rates from $29/month*’ is above the headline. A shopper comparing tabs looks for a price first.

  3. 3

    What works

    One ZIP box in the first screen

    The form has one field, a ZIP code. A visitor can start a quote without typing a name or an email.

  4. 4

    What works

    Free quotes line under the form

    ‘Free Quotes. No Hidden Fees.’ is right under the button. It answers the cost worry at the moment a visitor decides to type.

  5. 5

    What gets in the way

    Fine print under the $29 rate

    The note under the form says ‘These results are not typical.’ A visitor sees the low rate and the warning together.

What to try

Rate above the headline, one ZIP box below

Simplfii shows ‘from $29/month*’ and a single field. Put one monthly figure above your headline and ask for one answer.

See the original page

Winner #2: budgetdirect.com.au

budgetdirect.com.au/landingpages/motor-lp.html

Auto Insurance landing page example from budgetdirect.com.au
  1. 1

    What gets in the way

    Two menu rows above the offer

    The header has Contact Us, Make a Claim and Login, then eight product links. A visitor who wants a car quote can click away.

  2. 2

    What gets in the way

    Headline is a general question

    ‘Great Car Insurance Prices?’ has no number in it. The 15% is in the bullet under it.

  3. 3

    What works

    15% off with its condition printed

    The first bullet is 15% off when you quote online. ‘^On your first year's premium for a new policy purchased online’ is under it, so a visitor knows what it covers.

  4. 4

    What works

    Awards and rating in one row

    The row has four award medals and ‘4.4 | 40,805 Reviews*’. The proof is in the first screen, next to the offer.

  5. 5

    What works

    Claims paid figure under the hero

    ‘Budget Direct paid out over $1.5 billion on car + home insurance claims in the last 12 months’ is a number for how many claims get paid.

What to try

Print the condition under the discount

Budget Direct writes what the 15% applies to right under its bullets. Add one line under your offer that says who gets it.

See the original page

Winner #3: autoinsurance.insure.com

autoinsurance.insure.com/autoquotes.html

Auto Insurance landing page example from autoinsurance.insure.com
  1. 1

    What works

    Average saving above the headline

    ‘Drivers who switch save an average of $694/yr*’ is an average for a year. A visitor can judge what switching is worth.

  2. 2

    What gets in the way

    Logos instead of a rating

    The first screen has carrier logos under ‘Nearly 10 million competitive rates provided by companies like:’. It has no star rating or review count.

  3. 3

    What works

    Reviews with age, state and a saving

    Alex, 42 years old, Texas, saved $32 a month. Hannah, 36 years old, Colorado, got a quote before she finished her coffee.

  4. 4

    What works

    Discount tiles say who qualifies

    Good Driver, Bundling and Hybrid Vehicle each show a percentage and say who gets it. A visitor can find their own case.

  5. 5

    What gets in the way

    Coverage article with a writer credit

    ‘Compare the 6 Types of Automobile Insurance Coverage’ and a ‘Contributing Writer’ credit fill the middle of the page. A visitor who came for a quote reads about coverage types.

What to try

Average saving above the headline

Insure.com prints ‘Drivers who switch save an average of $694/yr*’ above its headline. Work out your own average and print it there.

See the original page

Winner #4: bingle.com.au

bingle.com.au/campaign/car-insurance.html

Auto Insurance landing page example from bingle.com.au
  1. 1

    What gets in the way

    No price in the first screen

    The headline is ‘Bingle Car Insurance. No fluffy bits.’ There is no price or discount in the first screen.

  2. 2

    What works

    Award card with years in a row

    ‘That's 7 years in a row!’ is next to the Canstar medal. A run of wins is harder for a rival to match than one award.

  3. 3

    What works

    Two covers side by side

    Comprehensive Car Insurance has an ‘OUR HIGHEST-LEVEL COVER’ chip. Third Party Car Insurance has a short description. Each has a ‘Get a quote in minutes’ button.

  4. 4

    What gets in the way

    Reviews far below the award

    The three reviews with ‘5.0’ and dates like ‘4 days ago’ are far down the page. The award is in the first screen and the reviews are not.

  5. 5

    What works

    Review source shown in the footer

    The footer text says Bazaarvoice, a third-party provider, collects and moderates the reviews. A visitor knows the company doesn't pick them.

What to try

Years in a row next to the award

Bingle writes ‘That's 7 years in a row!’ next to its Canstar medal. If you have won more than once, say how many times.

See the original page

Winner #5: comparethemarket.com.au

comparethemarket.com.au/car-insurance

Auto Insurance landing page example from comparethemarket.com.au
  1. 1

    What works

    Named customer saving in the headline

    The page says ‘Lizzie paid $1,426 less*’ under ‘Compare Car Insurance’. One person and an exact amount are easier to believe than a range.

  2. 2

    What works

    Rating under the Compare now button

    ‘Average customer rating: 4.4/5’ has five stars beside it. The score is next to the button a visitor is about to press.

  3. 3

    What works

    Footnote shows the customer's postcode

    The footnote is Lizzie's postcode QLD 4879, her switch date 19/03/2026 and an over-25 age restriction. A visitor can see the saving applies to one driver.

  4. 4

    What works

    Insurer logos under the hero

    The row shows ahm, Huddle, ING, Coles and other insurers. A visitor sees who is in the comparison.

What to try

One real customer in the headline

Compare the Market names Lizzie and her exact saving, with the date she switched. Ask a happy customer if you can print theirs.

See the original page

Winner #6: squareone.ca

squareone.ca/auto-insurance

Auto Insurance landing page example from squareone.ca
  1. 1

    What works

    Monthly price in the headline

    The headline says ‘Get a personalized auto insurance quote from $120/month.’ A visitor sees a starting price before filling anything in.

  2. 2

    What works

    Quote time compared to a coffee line

    ‘That's less time than it takes to wait in line for coffee.’ follows the 5 minute promise. A visitor can picture how short that is.

  3. 3

    What gets in the way

    First field asks for a street address

    The form is one address box and an orange quote button. An address is more to type than a ZIP code, so the 5 minute promise beside it matters.

  4. 4

    What works

    Review count in big type

    ‘95,177’ is in large type with ‘Verified reviews’ under it. A visitor sees how many people have rated the company.

  5. 5

    What gets in the way

    Coverage guide under the form

    Below the form the page explains liability, physical damage, accident benefits, deductibles and endorsements. A visitor who came to get a quote scrolls past a long guide.

What to try

Compare your quote time to something familiar

The page says the quote takes less time than waiting in line for coffee. Pick something your buyer did this morning and compare.

See the original page

Winner #7: moneygeek.com

moneygeek.com/insurance/auto/best-high-risk-auto-insurance

Auto Insurance landing page example from moneygeek.com
  1. 1

    What works

    Phone number in the header

    The header shows ‘Speak with an agent and save!’ and (877) 489-0361. A driver who would rather talk can call from the first screen.

  2. 2

    What works

    Subhead says which drivers it's for

    The subhead says ‘Auto insurance for high-risk drivers with DUIs, DWIs, or bad records.’ and names SR22/FR44 certificates. A driver who needs one knows the page is for them.

  3. 3

    What works

    Free, simple, secure under the field

    ‘Free. Simple. Secure.’ is under the ZIP box and the GO button. It answers the worry about giving a ZIP before seeing a quote.

  4. 4

    What gets in the way

    Checklist repeats the same phrases

    The three checklist items repeat ‘high risk car insurance’ and ‘nonstandard car insurance’ in almost every line. A driver reads the same phrase again and again.

  5. 5

    What gets in the way

    Page ends with questions

    After the second ZIP box the page has questions about high risk drivers and SR22, then the footer. It shows no rates and no reviews.

What to try

Say who the page is for

MoneyGeek names high-risk drivers with DUIs, DWIs and bad records in its subhead. Say who your page is for in the line under the headline.

See the original page

What the 7 winners do.

  1. Put a number in the offer

    5 of 7

  2. Show a rating or award up top

    4 of 7

  3. Ask for one field first

    4 of 7

  4. Show known insurer logos

    4 of 7

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: smarterauto.com

smarterauto.com/best-match-auto-insurance-g-base?title=SR-22+Car+Insurance%3A+Compare+Free+Quotes&subheader=Enter+your+zip+to+check+rates+and+unlock+discounts+online%3A

Auto Insurance landing page example from smarterauto.com

The search: sr-22 insurance florida

Sponsored smarterauto.com

$45/Mo. SR22 Auto Insurance

  1. 1

    What makes it work

    Headline repeats the search

    The search was for sr-22 insurance florida. The headline says ‘SR-22 Car Insurance: Compare Free Quotes’, so the click matches.

  2. 2

    What it gets wrong

    Ad price isn't on the page

    The ad said ‘$45/Mo. SR22 Auto Insurance’. The picture on the page shows $67, $103 and $145, and no $45.

  3. 3

    What makes it work

    One ZIP box and a Continue button

    The form is one field with ‘Enter Zip Code’ and a ‘CONTINUE’ button. A visitor starts with one answer.

  4. 4

    What it gets wrong

    Recording notice under the form

    The note under the button lists three tools that record the visit: Trusted Form, Jornaya and Microsoft Clarity. A visitor who reads it before clicking may hesitate.

  5. 5

    What makes it work

    Carrier logos under the form

    ‘Advertisement: Compare 90+ partners, including’ is followed by Allstate, Farmers, The General, USAA and others. A visitor sees names they know.

What to try

Ad price on the page

A visitor who clicked ‘$45/Mo.’ should see $45 in the first screen. Match the figure in the ad on the page.

See the original page

Wildcard #2: godigit.com

godigit.com/campaigns/car-insurance

Auto Insurance landing page example from godigit.com

The search: car insurance online india

Sponsored godigit.com

Go Digit Car Insurance Policy - Upto 90% Off

  1. 1

    What makes it work

    Headline repeats the search

    The search was for car insurance online india. The headline says ‘Digit Car Insurance Online’, using the same words.

  2. 2

    What it gets wrong

    Ad said Upto 90% Off, page adds PAYD

    The page says ‘Up to 90% Off with PAYD Add-On’. The words Pay As You Drive come lower, under the video heading.

  3. 3

    What it gets wrong

    Form asks for a mobile number

    The form has ‘Registration Number’ and ‘Mobile Number’ above ‘View Prices’. A visitor has to give a phone number to see a price.

  4. 4

    What makes it work

    Ad's garage number repeated

    The ad said ‘Cashless Repairs at 9000+ Garages’. The page shows 9000+ Cashless Garages, 2900 Crore+ Paid-in Claims and 1.2 Cr+ Policies Sold.

What to try

Ad numbers on the page

Digit's ad says 9000+ garages and the page shows 9000+ Cashless Garages next to the form. Repeat the ad's figures the same way.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

3 pages that waste the click.

  1. A search for the company’s own name

    Company homepage for a named search

    A visitor who searched for the company by name in California gets a page for all personal insurance. ‘Get a Quote’ is the only button and there is no form.

    • Long menuThe menu has seven links, from Individuals & Families to Login & Pay Bill.
    • No productThe headline ‘Personal insurance for a life well-built’ doesn't name auto insurance.
    • No priceThere is no price or rate in the first screen.

  2. geba pet insurance

    Cookie banner over the first screen

    On load a cookie banner with Accept All and Reject Non-Essential covers part of the first screen. A visitor has to deal with it before the page.

    • Cookie bannerThe banner has toggles for Targeted Advertising, Personalization and Analytics.
    • Long menuThe header has Pet Insurance, Why Us, Pet Blog and Support, and a login link.
    • No priceThere is no price or monthly figure in the first screen.

  3. insurance company america

    Agent finder instead of a quote form

    A visitor who searched for an insurance company gets a map with a Find your agent search. The page has a ZIP search for an office and no quote.

    • Claims firstThe top bar is for current customers: File a Claim and Policy Management.
    • Long menuThe menu has eight links, from Policyholder Login to Investors.
    • Map firstThe first screen is a map of states. A visitor has to find an agent before asking for a price.

What we learned.

  1. Put a number in the offer

    Simplfii prints ‘Auto insurance rates from $29/month*’ above its headline. Compare the Market names Lizzie and the exact $1,426 she saved.

  2. Ask for one thing first

    Simplfii and Insure.com have a ZIP code and one button. Square One has a street address box and a 5 minute quote promise.

  3. Show an award or a rating up top

    Bingle shows a Canstar medal and ‘That's 7 years in a row!’ under its headline. Budget Direct shows four award medals and a 4.4 rating under the hero.

The bottom line

The auto insurance pages here that win leads put a number in the offer, ask for one field first and show an award or a rating. The losers send searches to a company homepage, a cookie banner or an agent map.

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