TPH - ACA

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Landing Page

Industry:

Lead Generation

Conversion Design

Year:

2023

Project Description

TruePlan Health helps individuals and families find ACA Marketplace health insurance plans, including $0/month options, through a zip-code-driven quote flow backed by licensed enrollment agents. The page's job is direct-response: get a visitor to enter their zip code and either self-serve into a plan match or call an enrollment specialist, inside a category where visitors are actively comparing multiple similar-looking insurance sites in the same session.

The challenge: health insurance shoppers are price-anxious and skeptical of "too good to be true" offers like $0/month plans. The page had to make the offer feel credible and specific to the visitor, fast, without reading like every other ACA lead-gen site competing for the same click.

Problem

I found four things diluting the page's one job — getting a zip code entered.

Problem 1

The zip code form had to compete with a phone number for attention.

A prominent call-in number sat at the very top of the page, giving visitors two different first actions (call vs. enter zip) before they'd read a single line of the pitch.

Problem 1

The zip code form had to compete with a phone number for attention.

A prominent call-in number sat at the very top of the page, giving visitors two different first actions (call vs. enter zip) before they'd read a single line of the pitch.

Problem 2

"Why choose us" arrived before the visitor had a plan to evaluate.

Trust content (personalized selection, trusted expertise, affordable options) appeared in the middle of the page, ahead of any plan match — reassurance without anything yet to be reassured about.

Problem 2

"Why choose us" arrived before the visitor had a plan to evaluate.

Trust content (personalized selection, trusted expertise, affordable options) appeared in the middle of the page, ahead of any plan match — reassurance without anything yet to be reassured about.

Problem 3

The 3-step process was explained twice, in two different visual languages.

A numbered 01–02–03 flow and a separate icon-card version of the same three steps repeated the identical idea back to back, adding scroll without adding clarity.

Problem 3

The 3-step process was explained twice, in two different visual languages.

A numbered 01–02–03 flow and a separate icon-card version of the same three steps repeated the identical idea back to back, adding scroll without adding clarity.

Problem 4

The $0/month claim wasn't backed until deep in the page.

The boldest, most scroll-stopping number on the site — $0/month — wasn't supported by the "4 out of 5 customers pay under $10/month" proof point until several sections later.

Problem 4

The $0/month claim wasn't backed until deep in the page.

The boldest, most scroll-stopping number on the site — $0/month — wasn't supported by the "4 out of 5 customers pay under $10/month" proof point until several sections later.

Solution

Every fix was about shortening the distance between the promise and the proof.

Solution 1

Make the zip code entry the singular first action.

The phone number was demoted to a smaller header utility link, so the hero has one primary path: enter your zip code.

Solution 1

Make the zip code entry the singular first action.

The phone number was demoted to a smaller header utility link, so the hero has one primary path: enter your zip code.

Solution 2

Move plan-fit trust content immediately after the first result.

"Why choose an ACA Marketplace plan" now appears right after a visitor would see their matched plans, reinforcing a decision instead of preceding one.

Solution 2

Move plan-fit trust content immediately after the first result.

"Why choose an ACA Marketplace plan" now appears right after a visitor would see their matched plans, reinforcing a decision instead of preceding one.

Solution 3

Collapse the two step-by-step explanations into one.

The numbered flow and the icon-card flow were merged into a single three-step section, cutting a redundant scroll and sharpening the process into one clear read.

Solution 3

Collapse the two step-by-step explanations into one.

The numbered flow and the icon-card flow were merged into a single three-step section, cutting a redundant scroll and sharpening the process into one clear read.

Solution 4

Pull the $10/month proof point up next to the $0/month headline.

The "4 out of 5 customers pay under $10 a month" stat now sits close to the hero claim, so the boldest number on the page is backed the moment a visitor reads it.

Solution 4

Pull the $10/month proof point up next to the $0/month headline.

The "4 out of 5 customers pay under $10 a month" stat now sits close to the hero claim, so the boldest number on the page is backed the moment a visitor reads it.

Typography & Color System

Typography

Title

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Body Text

Syne

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Color System

Final Result

A Marketplace lead-gen page with one clear first action instead of two competing ones — where the $0/month promise is substantiated immediately instead of several scrolls later.

Youth soccer players practicing drills on a green field.

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