How To Make A Sales Funnel For Life Insurance

Life insurance agents and brokers face unique challenges in lead generation and client acquisition in a highly regulated and often misunderstood industry. A well-designed sales funnel can help insurance professionals educate prospects, build trust, and convert more leads into policy applications. This guide will show you how to build, market, and implement a sales funnel specifically for your life insurance business.

If you're a life insurance agent, broker, or agency owner looking to generate consistent quality leads and streamline your client acquisition process, there are several excellent platforms that can help you build effective insurance-focused sales funnels without requiring extensive technical knowledge.

The first step to making your life insurance sales funnel is choosing the right platform. However, selecting from numerous options can be overwhelming, especially when you need to ensure compliance with insurance regulations. Keep reading this guide to see our suggested picks and a step-by-step guide to making a sales funnel for your life insurance business.

The Best Platforms For Life Insurance Sales Funnels

When choosing a platform for your life insurance sales funnel, you need specific features that address the unique needs of financial protection marketing. The ideal platform should include needs calculation tools, educational content delivery, compliant form collection, and appointment scheduling capabilities. It should also help you segment leads based on life stage, family situation, and coverage needs. Based on these requirements, we've ranked the top 5 platforms for life insurance sales funnels:

1. ClickFunnels

Get started with ClickFunnels (Free Trial) 🚀

ClickFunnels offers insurance professionals a comprehensive solution with templates that can be customized with compliance requirements in mind. Its drag-and-drop interface makes it easy to create multi-step funnels that educate prospects about coverage options, calculate their insurance needs, and schedule consultations. ClickFunnels integrates with popular CRM systems and includes form builders that can be configured with appropriate disclaimers. It provides a 14-day free trial to test all features.

2. Leadpages

Get Started with Leadpages (Free Trial) 🚀

Leadpages offers user-friendly templates ideal for insurance lead generation. Its alert bars and pop-ups are effective for promoting free insurance reviews, needs calculators, or consultation offers. Leadpages makes it easy to create lead magnets such as “Life Insurance Buyer's Guides” or “Coverage Calculation Worksheets” that provide value while capturing prospect information in a compliant manner.

3. Unbounce

Get started with Unbounce (Free Trial) 🚀

Unbounce provides insurance agents with highly customizable landing pages perfect for specific life insurance products like term life, whole life, or universal life policies. Its Smart Traffic feature automatically directs potential clients to the landing page variant where they're most likely to convert based on their specific life insurance needs. Unbounce excels at A/B testing different insurance messaging and offers to optimize lead generation rates.

4. Instapage

Get started with Instapage (Free Trial) 🚀

Instapage allows life insurance marketers to create personalized landing pages for different life stages or coverage needs. Its collaboration features make it easy for compliance and marketing teams to work together on campaign creation. Instapage's heatmap analytics help identify which insurance benefits or features attract the most attention from potential clients.

5. Elementor

Get started with Elementor (Free Version Available) 🚀

Elementor provides WordPress users with a flexible platform to create custom insurance funnels. Its calculator tools, testimonial showcases, and comparison tables are particularly suited for life insurance marketing. The platform's free version offers sufficient functionality for many insurance agents just getting started with digital marketing, with the Pro version adding features like popup builders and advanced form widgets.

Conclusion

After evaluating multiple platforms, ClickFunnels stands out as the best choice for life insurance professionals due to its comprehensive feature set, customizable compliance elements, and proven templates for insurance marketing. While it requires a monthly investment, the potential return through just one or two policy placements can easily justify the annual cost.

However, if you're working with a limited budget, Leadpages provides an excellent starting point with many essential features at a lower price point.

Now that we have identified our top choice, let's show you how to make a life insurance sales funnel using ClickFunnels.

How to Make a Sales Funnel for Life Insurance Using ClickFunnels

Building an effective life insurance sales funnel involves educating prospects about their protection needs, establishing trust, and guiding them toward appropriate coverage solutions—all while maintaining regulatory compliance. The following steps will guide you through making a funnel that converts prospects into policy applications.

Step 1: Sign Up for ClickFunnels

Create your account and take advantage of the 14-day free trial to explore all features before committing.

Step 2: Understand Insurance Compliance Requirements

Before building your funnel:

  • Research state-specific requirements for insurance marketing
  • Identify necessary disclaimers and disclosures
  • Understand limitations on testimonials and guarantees
  • Prepare compliant language for lead generation forms
  • Check carrier guidelines for marketing their specific products
  • This preparation ensures your funnel will be both effective and compliant

Step 3: Make Your Educational Lead Magnet Landing Page

  • Add a compelling headline addressing a specific protection concern (e.g., “Is Your Family Protected If Something Happens To You?”)
  • Include a brief video explaining common life insurance misconceptions
  • Add bullet points highlighting the importance of proper coverage
  • Feature appropriate credentials, carrier relationships, and years in business
  • Offer a valuable lead magnet (coverage calculator, protection checklist, guide)
  • Create a simple form to capture basic contact information and family situation
  • Include required compliance language and disclosures

Step 4: Design Your Lead Magnet Delivery Page

After prospects submit their information:

  • Thank them for their interest in protecting their family
  • Provide immediate access to your promised resource
  • Include a brief video introducing yourself and your approach to life insurance
  • Add educational content about different policy types and their purposes
  • Feature real client stories (anonymized and compliant) about coverage benefits
  • Offer a complimentary insurance review or needs analysis
  • Make it easy to schedule a consultation directly from this page
  • Maintain appropriate compliance language throughout

Step 5: Build Your Insurance Needs Calculator

Create an interactive experience that:

  • Calculates appropriate coverage based on income, debts, and family needs
  • Provides immediate value through personalized recommendations
  • Educates about different coverage types and their purposes
  • Collects additional information about health and lifestyle factors
  • Creates a natural transition to policy exploration
  • Includes appropriate disclaimers about estimates
  • Makes scheduling a consultation the clear next step

Step 6: Make Your Policy Comparison Page

Design a page that:

  • Explains different policy types (term, whole, universal) in simple language
  • Highlights the pros and cons of each option
  • Includes visual comparisons of features and benefits
  • Addresses common questions about application process and qualifications
  • Features testimonials specific to different policy types
  • Provides clear guidance on next steps based on their needs
  • Includes appropriate carrier disclosure information

Step 7: Create Your Consultation Booking Page

Develop a streamlined scheduling system:

  • Explain the value of a personalized insurance review
  • Set expectations about what will be discussed
  • Embed your calendar scheduling tool
  • Include preparation information and document needs
  • Address common objections to meeting with an insurance agent
  • Feature testimonials about the consultation experience
  • Make the scheduling process simple and mobile-friendly

Step 8: Implement Life Stage-Specific Funnels

Create separate funnel paths for different client segments:

  • New families with young children
  • Mortgage protection needs
  • Business protection and key person insurance
  • Retirement and legacy planning
  • Final expense coverage
  • Each with targeted messaging and specific policy recommendations

Step 9: Develop Follow-up Sequences

Set up automated email campaigns that:

  • Deliver additional educational content about life insurance
  • Address common objections to purchasing coverage
  • Share stories about how insurance has helped families
  • Provide preparation guidance for medical exams
  • Send appointment reminders and follow-ups
  • Always maintain appropriate compliance language and disclosures

Step 10: Make Your Application Process Funnel

Design systems for converting consultations to applications:

  • Simple explanation of the application steps
  • Digital application submission processes
  • Underwriting preparation and guidance
  • Medical exam scheduling if required
  • Status update communications
  • Policy delivery and explanation systems
  • Setup of payment methods and timing

Step 11: Build Your Client Onboarding and Review System

Create processes for:

  • New policy owner welcome and documentation
  • Coverage explanation and benefit review
  • Annual policy review scheduling
  • Additional coverage needs assessment
  • Beneficiary review and updates
  • Life event check-ins (births, marriages, home purchases)
  • Referral requests and testimonial collection

Step 12: Measure, Track, and Optimize (Within Compliance Guidelines)

Monitor key metrics while respecting regulations:

  • Lead magnet download rates by topic
  • Calculator completion percentages
  • Consultation booking conversion rates
  • Application submission ratios
  • Policy placement percentages
  • Customer lifetime value and cross-sells
  • Cost per acquisition by marketing channel

By following these steps with ClickFunnels, life insurance professionals can make an effective sales funnel that educates prospects about protection needs, establishes credibility, streamlines the consultation process, and converts more inquiries into policy applications—all while maintaining regulatory compliance. This systematic approach not only increases policy sales but also helps families get the protection they genuinely need.