Articles·Marketing
The same four questions, seven different ways. The landing page that answers them before your phone rings.
Agencies get buried in the same basic questions from a new client’s employees because there’s no one place those employees can find the answers. The fix is a landing page for each client, in that client’s brand, with the FAQs, provider lookup links, downloadable plan designs, and a chatbot that knows every answer you’ve ever given. I built mine after a wave of small new client groups started blowing up our phones and our emails, asking the same four questions seven different ways.
Why do employees keep calling with the same questions?
Employees keep calling with the same questions because the answers live in someone’s inbox. Which doctors are in network? What’s my deductible? What’s the co-pay? Those are questions they should have had answers to on day one from the person in charge. Nobody gave them a place to look, so they call you.
The network question comes first every time. That’s all anyone ever cares about with their health plan: the network. If an employee can’t check their own doctor, they wait on a human, and that human is you.
What do most agencies try first?
Most agencies try emailing the documents and answering the rest by phone. It works until a few groups start at once. Then the same answers go out over and over, a little differently each time.
The next try is asking for a page on the client’s website. That’s where you hear: the client said yes on Tuesday, and the web guy is three weeks out.
I also learned what not to hand people. I built pages as HTML files for a colleague who wasn’t technical. File sizes, zip folders, blocked icons, emails that wouldn’t deliver. Every one of those was a support call. The lesson: hand people a link, not a file.
Wanna fix it?
Employees asking the same basic questions gets fixed with a landing page for each client, in the client’s brand, that holds every answer, the network lookup, the plan designs, and a chatbot, with a person who approves what goes on the page.
- Collect every question you’ve ever been asked. Mine held every single question and answer we’d ever been asked by email, plus every product we offered. The chatbot in the lower right corner retrieves the right answer instantly.
- Put the network up top. Provider lookup links for the health plans, so employees can look up their own networks without calling anyone.
- Post the plan designs. Downloadable, so employees can see exactly what the co-pays, deductibles, co-insurance, and out-of-pocket maxes are.
- Rotate the FAQs every three months. The questions change with the calendar. The page should too.
- Match the client’s brand and send a link. Colors, font, and logo pulled from the website the page will live on. Pick your own photos. Then hand the client a link.
What does it look like once it’s running?
Once it’s running, a new client gets a page in their own brand without a three-week wait. I saw a landing page I liked, reverse-engineered it, and then created a skill to build one in about six minutes. Then other people saw it, and other people wanted to build those pages. Next thing I knew, I had a landing page builder.
Today the builder pulls a client’s colors, font, and logo from their website. You get a live page and edit it in place. Then you download it or put it online yourself. I’ve shipped templated pages this way for seven clients, with hosting and analytics.
The goal hasn’t changed since the first one: give people enough of the basic information that they don’t have to wait on a human for something that should have been so basic.
Can you do this yourself?
Yes, for one page. The first one I ever built started at 4:30 in the morning with FAQ questions on a yellow legal pad and a sketch of the page. Just some boxes. I took a photo of it, and Claude built the page from the photo. Any owner can do that with Claude or ChatGPT and a website tool like Squarespace.
Where DIY stops is the second client, and the tenth. Each one needs its own brand, its own plan designs, its own network links, and a chatbot fed with the answers you’ve actually given. The FAQs need rotating every quarter, on every page. One client, sketch it and let AI build it. A page for every new client group, build the builder.
Quick answers
- What should a benefits landing page include?
- FAQs, provider lookup links, downloadable plan designs, and a way to ask a question and get an answer right away.
- What’s the most important thing on the page?
- The network lookup. It’s the first question employees ask.
- How long does a landing page take to build?
- About six minutes with the builder, once the content is ready.
- How often should the FAQs change?
- Every three months.
- Should I send the client an HTML file?
- No. Send a link. Files get blocked, zipped, and lost.
- Can the page match the client’s brand?
- Yes. The builder pulls the colors, font, and logo from the client’s website.