Auto insurance landing pages for affiliates

This guide explains what goes on an insurance landing page, from the headline to the submit button. By the end you will be able to review an auto or home insurance quote page section by section, check where the consent language and disclosures sit, and decide whether hosted landers or your own landers fit your traffic.

What an auto insurance landing page does

An insurance landing page has one job: turn a click from a quote shopper into a complete quote request that a buyer can act on, with a record of the consent the person gave. It is not a carrier's website and it does not issue a quote on the page. It collects the details buyers need to prepare one, then passes the request on.

That job shapes everything on the page. The form asks for the fields insurance buyers read, the consent language tells the person who may contact them, and the disclosures tell the person who runs the page. A page that does all three clearly produces leads that buyers can use. For the general structure of lead pages across verticals, see lead generation landing pages. This guide covers what is specific to insurance.

What goes on an insurance landing page

Most insurance quote pages follow the same order. Use this table as a review sheet for any insurance landing page, hosted or your own.

If your traffic needs more explanation before the form, as native traffic often does, the explanation goes on a separate pre-landerPre-landerA page a visitor sees after clicking an ad and before reaching the offer's landing page, such as an advertorial, a quiz or a short article. Glossary before this page. Advertorials and pre-landers for lead gen covers how that page works, and native ads for insurance offers covers it for insurance.

Form steps on an auto insurance landing page

Auto insurance quote forms are usually multi-step. Each screen asks one or two questions, which suits phone traffic and lets the person see progress. A common order looks like this:

1. 1

   ZIP code

   Sets the location. Buyers quote by state and area, so this is the first filterFilterA rule that decides which leads a buyer is offered, based on fields such as vertical, sub-type, state, ZIP code, homeownership or accident details. Glossary.

2. 2

   Vehicles

   Year, make and model of each car to be insured, picked from lists rather than typed.

3. 3

   Drivers

   Who will be on the policy, with basic details about each driver and their driving history.

4. 4

   Current coverage

   Whether the person is insured now and roughly when the policy renews.

5. 5

   Home ownership

   Whether the person owns a home, which some buyers use to offer a home and auto quote.

6. 6

   Contact details

   Name, phone number, email and street address, with the consent language and the submit button on the same screen.

Keep the questions to what buyers read. Every extra question costs completions, and a question a buyer does not use does not help the lead sell. The field types buyers look at are listed on the auto insurance offers page, and the seller's view is in auto insurance lead quality.

How a home insurance landing page differs

A home insurance page quotes a property, so the form is built around the home rather than the vehicles. The structure, consent and disclosures stay the same. The form steps change:

• Property address first or early. The address decides which buyers can quote the home.
• Ownership status. Whether the person owns the home or is buying it, and the closing timeframe for buyers.
• Type of home. For example a house, condo or townhome.
• Property facts. Year built, size and the age of the roof, asked as simple choices.
• Current coverage and renewal. The same question as on auto pages.
• An optional auto question. Whether the person also wants an auto quote.

Headlines for home pages should match the home moment in the ad: a home purchase, a renewal or a change to the home. See home insurance offers for the shopping moments and home insurance lead quality for the fields sellers work with.

Where consent language goes on an insurance landing page

Insurance buyers call and text the people they quote, so the consent the person gives on the landing page matters to every lead. The FCC's rules under the TCPATCPAThe Telephone Consumer Protection Act, the federal law that governs telemarketing calls and texts, autodialers, prerecorded voice messages and the Do Not Call Registry. Glossary are published at 47 CFR 64.1200. This guide does not restate them. On the page itself, the placement questions are practical:

• The consent language sits on the same screen as the submit button, directly above or below it.
• It is readable on a phone: normal text size and enough contrast with the background.
• The person does not have to scroll, click or open a pop-up to read it.
• No box is pre-checked on the person's behalf.
• The page keeps a record of the exact language the person saw when they submitted.

What the consent language must say, and what a consent record holds, are covered on two other pages: TCPA compliance for insurance leads and insurance lead consent and documentation. On any hosted landerHosted landerA landing page built and run by the lead program or network rather than by the publisher. Glossary, the consent language is not changed or removed by the publisher. Consent language: what publishers must not change explains why.

Disclosures an insurance landing page carries

Disclosures tell the person who they are dealing with. On an insurance page they prevent the most common confusion: a shopper who thinks they are on a carrier's site, or who expects a price on the next screen. In general, an insurance landing page shows:

• Who runs the page. The operator's name in the footer and in the consent language.
• What the page does. That it collects a quote request and passes it to insurance buyers, rather than issuing a policy or a price.
• No implied affiliation. No carrier names or logos, and nothing that suggests the page belongs to a carrier or a government agency.
• Privacy policy and terms. Linked from the footer and near the form.

The same claims that get insurance ads rejected also cause problems on landing pages, because ad platforms review the page an ad sends traffic to. Google's misrepresentation policy covers misleading claims about a business or offer, and Meta's Advertising Standards apply to ads and the pages they lead to. The claims to keep off both ads and pages are listed in ad claims to avoid in insurance offers.

Hosted landers vs your own insurance landing page

There are two ways to run insurance traffic. You can send it to a hosted lander that the network builds and maintains, or you can build your own quote page and sell the leads it collects. The full comparison across verticals is on hosted landers vs your own landers. For insurance, the table below shows who handles each part.

Summit's insurance offers will use the hosted model, the same as its MVA and home improvement offers: traffic will go to a Summit lander through your tracking linkTracking linkA URL issued to a publisher for a specific offer that sends the visitor to the offer's landing page and ties the visit, and any lead it produces, to the publisher's account. Glossary, and Summit will run the form, the consent capture and the routing. The insurance affiliate program page explains how the offers will work.

If you already run your own insurance quote pages with your own consent capture, you are a lead seller rather than an affiliate. That is a separate program: see sell insurance leads, and lead gen affiliate vs lead seller for the difference.

How to review an insurance landing page before you send traffic

Whichever setup you use, check the page from your ad's point of view before you spend. Open it on a phone and go through these steps:

1. 1

   Click your own ad

   Confirm the headline matches the ad's promise and the insurance line (auto or home).

2. 2

   Complete the form

   Use test details and count the screens. Note any question that is unclear or slow.

3. 3

   Read the consent language

   Check it is next to the submit button and readable without scrolling or zooming.

4. 4

   Check the footer

   Find the operator's name, the privacy policy and the terms.

5. 5

   Check the tracking link

   Confirm your sub IDs pass through, as described in tracking links and sub IDs explained.

6. 6

   Save a copy

   Keep a screenshot of the ad and the page with the date. See how to keep records of your ads and traffic.

Common mistakes

• A headline that does not match the ad. A renewal ad that lands on a generic page loses the shopper on the first screen.
• Sending auto traffic to a home page, or the reverse. Each line needs its own page and its own campaign.
• Consent language below the fold or in a pop-up. If the person cannot see it when they submit, the consent record is weak.
• Carrier names or logos on the page. They suggest an affiliation the page does not have.
• Promising a price or savings on the page. The page collects a quote request. It does not know the price.
• Adding questions buyers do not read. Each extra screen costs completions without helping the lead sell.
• Editing a hosted lander. On a hosted lander, the form and consent language are not changed by the publisher.

Frequently asked questions

Related guides

• Insurance affiliate program: How the auto and home insurance offers will work.
• Hosted landers vs your own landers: The full comparison across verticals.
• Lead generation landing pages: Page structure across every lead vertical.
• Native ads for insurance offers: Pre-landers and native placements for insurance readers.
• Ad claims to avoid in insurance offers: The claims to keep off ads and pages.
• Insurance lead consent and documentation: What a consent record contains.

Already generating insurance leads on your own forms? Sell your leads instead.