Adam Beach Term Life

The problem

Life insurance buyers abandon long forms. The advisor needed a page that turned a complex product into three clear steps.

What I did

• Landing page for a Canadian term life insurance advisor|Get Your Instant Quote flow built around a clear three-step process|Trust stats: millions in coverage secured, five-minute process, top Canadian carriers|Fully responsive with a matching mobile layout

The brief

A landing page for a Canadian term life insurance advisory. One job: turn a visitor into a quote request, in a category where most people arrive reluctantly and leave without acting.

Why insurance pages fail

Life insurance is bought under mild dread. Nobody enjoys the topic, most people know they should have dealt with it, and the industry’s own materials tend to lean into the anxiety. That produces pages full of hedged language and small print, which makes an already uncomfortable decision feel worse.

The position taken here is the opposite. The heading frames the product around life rather than death, and the copy is plain enough that a reader does not have to decode it. That is not a stylistic preference: an insurance page that requires interpretation loses the reader who was already looking for an excuse to close the tab.

The three-step quote

The quote flow asks for the minimum that produces a useful number, in three steps, with the number of steps visible from the start.

Showing the length of a form before someone begins it is one of the few reliable ways to increase completion. A form of unknown length is abandoned at the first question that feels intrusive, because the reader has no way to judge how much more is coming.

Nothing medical is asked on the page. Health questions belong in a conversation with an adviser, and asking them in a web form both raises privacy concerns and dramatically reduces completion.

Carrier comparison

The value of an advisory over a direct insurer is that it compares carriers. The page states which carriers are compared, because a claim to compare the market that does not name the market is worth nothing.

Regulatory care

Insurance advertising in Canada is regulated, and language that implies a guarantee or a specific outcome creates real exposure. Every claim on the page is about process rather than result: what the advisory does, not what the reader will get. Figures, where they appear, are factual and attributable.

The build

A single page, built for speed. Insurance searches skew heavily to mobile, often on poor connections, and a landing page that takes four seconds to render has lost a meaningful share of its traffic before it appears.

Two stylesheets and one script. No framework, no slider, no chat widget loading on arrival. The quote flow works without JavaScript, submitting to the server, with the multi-step behaviour as an enhancement on top.

Trust signals

Licensing details and the advisory’s registration are stated in full rather than implied. In a regulated category the specific and verifiable outperforms the reassuring and vague, because the reader who is checking is exactly the reader most likely to convert.

What the client can manage

Copy, carriers, the quote steps and the disclosure text. The compliance-sensitive wording sits in fields with guidance notes attached, so a routine edit does not accidentally introduce a claim that needs review.

The stack

• WordPress Development

Visit the live site