The 6 winners.

The landing pages actually worth stealing from.

Winner #1: ethos.com

ethos.com/life/easy-term-life

Life Insurance landing page example from ethos.com
  1. 1

    What works

    Trustpilot score above the headline

    The page shows 7,500+ reviews on Trustpilot above the headline. A buyer sees the proof before the pitch.

  2. 2

    What works

    No-exam line under the headline

    The line under the headline reads ‘NO BLOOD TESTS’ next to a no medical exams line. It answers the thing buyers dread most.

  3. 3

    What works

    One button to check the price

    The only button on the first screen is ‘CHECK MY PRICE’. A visitor starts with a price check.

  4. 4

    What gets in the way

    Footer links, no phone number

    The footer lists Legal, FAQs and Blog. The page has no phone number, so a buyer who wants to talk first has no number to call.

  5. 5

    What gets in the way

    Paid testimonials marked only in the footer

    The footer reads ‘Erin Andrews is a paid spokesperson for Ethos’. The testimonial cards near the top show no such label.

What to try

Phone number next to the price button

The page has no phone number. A number next to ‘CHECK MY PRICE’ would offer a buyer a second way to start.

See the original page

Winner #2: visit.policygenius.com

visit.policygenius.com/life-insurance/new-mlp

Life Insurance landing page example from visit.policygenius.com
  1. 1

    What works

    Headline about comparing quotes

    The headline reads ‘Easily compare life insurance quotes.’ Comparing feels like a smaller step than applying.

  2. 2

    What works

    One field and one button in the hero

    The hero has an age field and a ‘Compare >’ button. A visitor answers one question to start.

  3. 3

    What works

    Two review scores and press logos in one row

    The row shows Trustpilot at 4.7 from 5,500+ reviews and Google at 4.6 from 1,200+ reviews, with three press logos between them.

  4. 4

    What works

    Three steps shown before the first click

    Cards list ‘Compare quotes’, ‘Get advice’ and ‘Buy a policy’. A visitor sees the whole path first.

  5. 5

    What gets in the way

    Beginner questions under the reviews

    A card reads ‘What is life insurance?’ A visitor who came for a quote reads a lesson, and the page shows no dollar price.

What to try

A starting price beside the age field

The page has no dollar figure. A starting price next to the age field shows a visitor what to expect.

See the original page

Winner #3: bannerlife.com

bannerlife.com/life-insurance/term-quote

Life Insurance landing page example from bannerlife.com
  1. 1

    What works

    Phone number in the header

    The header has ‘888-984-3393’ and a Contact Us link. A buyer who wants to talk can call from the first screen.

  2. 2

    What gets in the way

    Form starts with height and weight

    The first form step has four fields: birthday, gender, height and weight. That is four answers before ‘Next’.

  3. 3

    What works

    Starting price in a blue band

    The band reads ‘You could get term life insurance starting around $8* a month’ and has a Get started button.

  4. 4

    What gets in the way

    Long article after the price band

    The page follows the band with text on permanent and term life. A visitor ready for a quote has to scroll past it.

  5. 5

    What works

    Rates listed by term length

    The page lists prices by term, such as ‘30 years: $27.94 per month, $335.28 per year’. A buyer sees real figures.

What to try

Move the $8 price next to the form

The ‘$8*’ price is below the form. Beside the form it would show a buyer what to expect before four questions.

See the original page

Winner #4: northwesternmutual.com

northwesternmutual.com/get-started/life-insurance

Life Insurance landing page example from northwesternmutual.com
  1. 1

    What works

    Short headline on a dark panel

    The headline reads ‘LIFE INSURANCE’ and the line below mentions ‘the coverage you need’.

  2. 2

    What works

    Form framed as finding an advisor

    The form heading reads ‘FIND AN ADVISOR WHO'S RIGHT FOR YOU.’ A visitor learns a person will help. That suits a purchase most buyers have never made.

  3. 3

    What gets in the way

    Form has seven questions

    The form has seven fields: goal, age, zip code, income, name, email and phone. The button reads ‘Get matched’.

  4. 4

    What works

    Term, whole and universal life side by side

    Three columns list ‘Term life’, ‘Whole life’ and ‘Universal life’ with four bullets each, so a buyer can pick a type on the page.

  5. 5

    What works

    Retention and ranking as big numbers

    The page shows 97% of policyowners stay year over year and a ranking for consumer experience.

What to try

A sample price above the form

The page lists no monthly price. A sample rate near ‘Get matched’ would show a buyer a number before seven fields.

See the original page

Winner #5: landing.fidelitylife.com

landing.fidelitylife.com/fla-paid-pmax

Life Insurance landing page example from landing.fidelitylife.com

The search: life insurance wisconsin

Sponsored landing.fidelitylife.com

No Exam Life Insurance | Same-Day Coverage

  1. 1

    What works

    Phone number in the header

    The header has ‘Call Us! 877-595-1787’. A buyer who wants to talk can call from the first screen.

  2. 2

    What gets in the way

    Headline does not mention no exam

    The ad reads ‘No Exam Life Insurance | Same-Day Coverage’. The headline reads ‘Fast, Easy, &’ and ‘Affordable Coverage’, and the word exam appears nowhere on the page.

  3. 3

    What gets in the way

    Seven fields before the button

    The form has seven fields: first name, last name, gender, birthday, zip code, email and phone. The button reads ‘GET MY QUOTE’.

  4. 4

    What gets in the way

    Long consent text under the button

    The paragraph under the button lists calls, texts and emails from several companies. A buyer reads it as they reach for the button.

  5. 5

    What works

    Review that mentions a live person

    A customer review reads ‘I got to talk to a live person’. It supports the phone number in the header.

What to try

No exam in the headline

The ad reads ‘No Exam Life Insurance | Same-Day Coverage’. A headline that repeats it matches what the visitor clicked.

See the original page

Winner #6: ladderlife.com

ladderlife.com/term-life-insurance

Life Insurance landing page example from ladderlife.com

The search: ladder life insurance

  1. 1

    What works

    Price button in the top bar

    The top bar has a green ‘Get my price’ button above the hero.

  2. 2

    What works

    Hero text mentions minutes and no exams

    The hero text mentions minutes and a few health questions, then ‘no medical exams’.

  3. 3

    What works

    Google review below the hero

    The page shows a Google rating of 4.7 from 148 reviews with one review quote. Buyers know the source.

  4. 4

    What works

    Example prices for a smaller policy

    A card shows ‘$1,000,000 coverage’ at ‘$32 per month’, then half the cover for ‘$16 per month’.

  5. 5

    What works

    Claim and refund questions answered

    A card titled ‘Money back guarantee?’ shows a full refund for a cancel in the first 30 days, or 10 days for some products.

What to try

Price card near the hero

The card with ‘$32 per month’ is far below the hero. Near ‘Get started’ it would answer a buyer's first question.

See the original page

What the 6 winners do.

  1. Say no medical exam on the first screen

    2 of 6

  2. Show review scores

    3 of 6

  3. Show a dollar price

    2 of 6

  4. Explain the policy types on the page

    4 of 6

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: coverageinfo.net

coverageinfo.net/nso/life4/5241QD?c=7148N

Life Insurance landing page example from coverageinfo.net

The search: nso life insurance

Sponsored coverageinfo.net

NSO Life Insurance

  1. 1

    What makes it work

    Band says life insurance for nurses

    The band reads ‘LIFE INSURANCE FOR NURSES’. A visitor who searched for NSO life insurance sees the group the ad named.

  2. 2

    What makes it work

    Headline has the amount and the exam answer

    The headline reads ‘Get up to $500,000 of Life Insurance with No Medical Exam’. A nurse reads cover and exam in one line.

  3. 3

    What makes it work

    Four questions and no contact details

    The form has four fields for an instant quote: birth date, gender, state and tobacco use. It has no name, email or phone field before ‘See Your Cost Now’.

  4. 4

    What it gets wrong

    Second button under the form

    A button under the form reads ‘More Information’. A visitor can click it in place of the cost button.

  5. 5

    What it gets wrong

    Insurer named in the small print

    The line ‘Underwritten by New York Life Insurance Company’ is at the page bottom. A buyer unfamiliar with the brand reads the insurer last.

What to try

Insurer name near the form

‘Underwritten by New York Life Insurance Company’ is in the small print. Near the form it would show who stands behind the quote.

See the original page

Wildcard #2: northwesternmutual.com

northwesternmutual.com/get-started/whole-life-insurance

Life Insurance landing page example from northwesternmutual.com

The search: top insurance companies america

Sponsored northwesternmutual.com

Northwestern Mutual® Insurance | Whole Life Insurance

  1. 1

    What makes it work

    Headline about whole life

    The headline ends in ‘WHOLE LIFE’, the same product the Whole Life Insurance ad shows.

  2. 2

    What it gets wrong

    Same form as the term life page

    The form has the same seven fields as the term life page, then ‘Get matched’.

  3. 3

    What makes it work

    Three whole life benefits in a row

    The page lists ‘Costs that are set’, ‘Builds a cash value over time’ and ‘Guaranteed payout’. Each has a line saying what it means.

  4. 4

    What makes it work

    Ready block lists what to expect

    Under ‘Ready? Get your whole life insurance quote today.’ a list shows what a call is like, such as ‘A judgment-free, pressure-free environment’.

  5. 5

    What makes it work

    Ratings and retention as numbers

    The page shows top financial strength ratings from all four major rating agencies and 97% of policyowners who stay.

What to try

A cost line next to the benefits

The phrase ‘Costs that are set’ means a payment stays the same. A sample monthly figure beside it would show the amount.

See the original page

The copy bank.

Headlines

Offers

  • “You could get term life insurance starting around $8* a month”

    bannerlife.com

  • “30 years: $27.94 per month, $335.28 per year”

    bannerlife.com

  • “Sample rate: $30 a month for 500K 10-year term life policy for 40 y/o healthy, non-smoking male”

    ethos.com

Promises

Next steps

3 pages that waste the click.

  1. life insurance sign up online

    Plan table for a restricted group

    A searcher for life insurance sign up sees a table of three group plans. The first screens have no form and no price.

    • No sign upThe search was for a sign up, and the page has a table to read.
    • Restricted offerA line reads: the policies are not available to the general public. Most searchers cannot buy them.
    • Dense tableEligibility ages, rate rules and application steps sit in small type across three columns.

  2. florida homeowners insurance online quote

    Address box, then a portal pitch

    A Florida homeowner sees an address box and carrier logos. A block for existing customers follows before any plan detail.

    • Portal pitchA block about a customer portal and policy payments comes right after the county rates.
    • Three countiesPrices list Miami-Dade, Broward and Palm Beach only. Other homeowners see no price.
    • Carrier logosBig insurer logos sit under the quote box. A visitor may ask why to use this site.

  3. A search for the company’s own name

    Company stat and question cards before the price

    A visitor who searched for this brand's life insurance sees ‘Trusted by 1.5 million customers’, then cards, then a price near the bottom.

    • Company-wide statThe menu lists renters, homeowners, car and pet, so the number is not about life insurance.
    • Price far down‘Policies start around $8 per’ is inside a question card, and the price band is near the bottom.
    • Question cardsThree rows of question cards sit between the hero and the price band.

What we learned.

  1. Show a real price

    Banner Life says ‘starting around $8* a month’ and lists rates by term. Ladder shows $32 a month for $1,000,000 and $16 for $500,000.

  2. Say what the visitor skips

    Ethos puts ‘NO BLOOD TESTS’ under the headline. Ladder says ‘no medical exams’ in the hero text.

  3. Put review scores where buyers see them

    Ethos and Policygenius are insurtech brands. A buyer can evaluate them from the scores: Policygenius shows 4.7 from 5,500+ reviews on Trustpilot and 4.6 from 1,200+ on Google, and Ethos shows 7,500+ Trustpilot reviews above the headline.

The bottom line

The life insurance pages here that win show a real price or a no-exam line, put review scores near the top and explain the policy types. The losers send paid advertising clicks to a members-only table, a portal pitch or a company-wide stat.

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