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Converting Online Life Insurance Leads: Strategies and Tactics

By Chris Bibey
Converting Online Life Insurance Leads: Strategies and Tactics Feature Image
9 minute read
⚠️ Disclaimer: While every effort has been made to ensure that the information contained in this article is accurate, neither its authors nor Aged Lead Store accepts responsibility for any errors or omissions. The content of this article is for general information only, and is not intended to constitute or be relied upon as legal advice.

To a certain degree, selling life insurance is a number game. 

The more leads you generate the greater chance you have of making a sale. But there’s more to it than that. You also need a defined strategy for engaging, nurturing, and eventually closing leads. 

With that in mind, let’s review a comprehensive list of strategies and tactics you can employ to boost your sales and revenue. 

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What are online life insurance leads?

Online life insurance leads are exactly what they sound like. They’re the leads you generate via the internet, as opposed to more traditional means such as direct mail or word of mouth.

For example, online lead sources may include:

  • Content marketing, such as blog posts, videos, and infographics.
  • Social media marketing, with LinkedIn, Twitter, and Facebook among the leading platforms. 
  • Pay-per-click (PPC) advertising, which allows you to pay for targeted traffic to your website.

Purchasing leads is another online tactic to consider. It’s an immediate, efficient, and effective way to fill your pipeline with qualified prospects.

Tip: Read our complete guide on how to sell life insurance

How to attract high-quality leads

In simple terms, you shouldn’t expect to convert low-quality leads into paying customers. If you want to grow your business, your primary goal should be to attract high-quality leads. This serves as the foundation for everything you do. 

Create a website

Your website is the online face of your business, and it must be designed to capture the attention of potential customers. 

A well-designed website can make a significant impact on the success of your life insurance business. 

Ensure that your website is user-friendly, visually appealing, mobile-friendly, and provides valuable content that educates visitors about your products and services. 

Consider hiring a professional web designer to create a visually appealing and easy-to-navigate website. 

A professional designer can also ensure that your website is optimized for search engines and is mobile-friendly, making it accessible to a wider audience. Don’t look at this as an expense, but more of an investment in the future of your business. 

Include customer testimonials and reviews on your website to build trust and credibility with potential customers. 

Utilize SEO and PPC strategies

To rank higher in search engine results pages and drive traffic to your website, you need to implement search engine optimization (SEO) and pay-per-click (PPC) strategies. 

Use relevant keywords in your website content and metadata to improve your search engine rankings, and run targeted PPC ads to attract high-quality leads.

It’s important to regularly update your website with fresh content to keep your website relevant and improve your search engine rankings. This can include blog posts, articles, and videos that provide valuable information about life insurance.

As for PPC advertising, start with a small budget (try $50/day or less), closely measure your results, and tweak your campaigns accordingly. 

Engage in social media marketing

Social media platforms like Facebook, Twitter, and LinkedIn are great channels to engage with potential customers, build brand awareness, and drive traffic to your website. 

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Consistently post valuable content that educates and informs your audience about life insurance products.

Tip: Don’t bite off more than you can chew. Quality is more important than quantity when posting on social media.

Use social media to share blog posts, articles, and videos from your website. This can help drive traffic to your website and improve your search engine rankings. 

Engage with your audience by responding to comments and messages, and consider running social media ads to reach a wider audience.

Capture lead information

When buying leads, all the information you need is provided. 

However, when you generate leads through other methods — such as online marketing or cold calling — it’s critical to employ a system for capturing all the necessary data such as name, phone number, email address, and physical address.

Design effective landing pages

Your landing pages should be highly optimized to capture lead information effectively. To do this, you need to make sure that your landing pages have a clear call to action. This also means that you need to communicate to your visitors what you want them to do. 

Whether filling out a form, making a purchase, or signing up for a newsletter, your call-to-action needs to be prominent and easy to find.

In addition to a clear call-to-action, you also need to have a lead capture form that asks for necessary information only. 

While it may be tempting to ask for as much information as possible, this can discourage visitors from completing the form. Instead, focus on asking for the information that you need to follow up with the lead effectively.

Another thing to keep in mind when designing your landing pages is to avoid making your forms too lengthy. If your visitors have to fill out a long form, they may become frustrated and abandon the process altogether. Keep your forms as short and simple as possible. Name and email address fields may be all that you need. 

Implement lead capture forms

Your lead capture forms are crucial in capturing quality leads. To make sure that your forms are effective, there are several things that you need to keep in mind.

Start by checking that your forms are mobile-responsive. With more and more people accessing the internet on their mobile devices, it’s essential to make sure that your forms are optimized for mobile users. 

From there, make sure that your forms are personalized. Use the information that you already have about your visitors to pre-fill as much of the form as possible. This will help to make the process of filling out the form faster and easier for your visitors, increasing the chance that they follow through. 

Your forms should also be simple and straightforward. Avoid using industry jargon that your visitors may not understand. This can cause customers to abandon the process altogether. 

Nurture leads through email marketing

Despite what you may have heard, email marketing is alive and well. It’s one of the best ways to nurture life insurance leads. Of course, there’s a right and a wrong way to use email marketing

Create personalized email campaigns

Email marketing is an effective tool to nurture your leads and convert them into customers. Personalize your email campaigns, addressing each individual by name and sending targeted content that speaks to their specific needs and interests.

Segment your email list

Segment your email list based on visitors’ interests, demographics, and behaviors to tailor your content and improve open and click-through rates. Build and maintain relationships with your customers by providing relevant and personalized content, including news, tips, and promotions.

Measure your email marketing success

Measuring the success of your email marketing campaigns is essential to optimize your strategies and improve conversions. Use analytics to track open and click-through rates, conversion rates, and revenue generated from your campaigns.

Tailor your sales approach to your audience

One of the biggest mistakes you can make is treating every prospect the same. This blanket approach may generate some sales, but you’re missing out on many others. It’s better to tailor your sales approach to your specific audience.

Get started by reviewing the demographics associated with your current customers. 

  • Where do they live?
  • How much do they earn?
  • What type of life insurance do they purchase?
  • How much do they pay for coverage?
  • How old are they?

Once you answer these questions, you can tailor your sales approach to different segments of your audience. For example, you may learn that most customers in the 35 to 50 age group purchase term life insurance. Or perhaps you find that whole life insurance is most common among high earners.

When possible, tailor your sales approach to your audience, and more specifically, each individual prospect. This one change can have a massive impact on your sales performance.

Track and analyze everything

When it comes to advertising and marketing, you must track and analyze everything. There’s no room for guesswork, as that has the potential to cost you time and money in the long run. 

Here’s why you should track and analyze conversion efforts:

  • So you can double down on the tactics generating the greatest ROI.
  • To understand which tactics are falling short of your goals.
  • To better spend your time, money, and other resources in the future. 

Five of the most important marketing KPIs to track as a life insurance agent:

  • Lead generation rate: The number of new leads acquired through marketing channels.
  • Lead conversion rate: The percentage of leads that become actual customers.
  • Cost per lead (CPL): The average cost incurred to acquire a single lead.
  • Policy retention rate: The percentage of clients renewing their life insurance policies.
  • Customer lifetime value (CLV): The total expected revenue from a customer throughout the business relationship.


What do you think? Are you able to implement one or more of these tactics into your current life insurance sales strategy?

Remember, small changes can have a major impact on performance. Don’t be afraid to experiment with one or more of the ideas above. By tracking results, you’ll know what’s working, what’s not, and how to best proceed. 

Easily browse our online leads if you’re ready to try these tactics on high-quality leads. 

In addition to various filters, our aged leads can be purchased for as little as $1.20/lead. That leaves plenty of profit for you!

About Chris Bibey

Chris Bibey is a freelance writer with 15+ years of experience in the insurance and finance industries. Clients include Sales Hacker, Outreach, Discover, PayChex, and Moran Insurance. He has also worked as Head of Sales for Verma Media.

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