3 Benefits of Local Pages on Your Insurance Website

March 25, 2021 Amanda O'Brien

Everyone wants more traffic to their website. More traffic generally means more leads and who doesn’t want more leads?

Local search engine optimization (SEO) can be a great way to help people looking for insurance in your area find your website.

To increase your presence with local SEO, you need local pages on your insurance agency website.


What Are Local Pages?

Local pages (also called local landing pages) contain content for a specific target city. If your agency is in multiple cities, you would have a local page for each city in which you do business.

When creating a local page, highlight your specific location. Discuss how long your agency has been in the area and the history of the agency in the community. Mention any local community events that you participate in.

Also, think of questions your customers of that location ask. Answer those questions in the page’s content.

If you want to make an impact on your community, there are a lot of benefits to including local pages on your website.


Boost Organic SEO

Did you know 92% of consumers are likely to pick a business on the first page for a local search? So, it is important to boost organic SEO and show up in the top spots for local searches. Doing so will help you get more eyes on your website and increase your book of business.

Local pages improve your ranking in organic search engine results for your local area. But first, you need information about your community on your local pages. Google wants to provide searchers with local search results. Help Google help you! To improve your local ranking, here are some important elements to make sure to include on your local pages.

  • If your agency offers multiple lines of business, include your location in the Meta Title and Meta Description of each LOB page. Check out the example below for a good format to follow.

  • Use a free tool like Ubersuggest or KWFinder to find commonly used local keywords. If people in your community are searching for something specific, make sure you know about it. Also, those keywords will tell you what keywords your competitors are using too. 😉
  • Include testimonials from local customers on your pages to boost credibility.


Generate Relevant Leads

Here’s an example I like to tell my clients.

If you are an agency licensed in Ohio only, you should put a special importance on leads coming from your state. Focusing the content on your local pages on the state of Ohio will help you generate more relevant leads. It doesn’t do your agency any good showing up in the search results of people trying to buy insurance in Virginia.

Increasing the presence of your local community on your insurance agency website helps you find the right leads. More relevant leads are stronger leads. Stronger leads are more likely to convert to clients.

Include a clear call to action on the local page for visitors to submit a quote request through your agency’s website. You want to convert that local traffic into local leads!


Generate Helpful Data and Insights

Monitoring your website’s performance is critical to ensuring that you’re getting the most out of it. In this case, you can use a tool like Google Analytics to monitor the performance of each of your local pages.

First, set performance goals for each of your individual local pages. In those custom reports, track a few things:

  • Number of visitors
  • Bounce rate
  • Session duration
  • Average time on page
  • Top traffic source
  • Device source
  • Interactions per visit
  • Keyword performance

You can learn more about Google Analytics in this guide for insurance agents.

Having this data can provide you with insights into how you need to alter your local pages to better serve your community and clients. For example, let’s say that your Google Analytics data from your local auto insurance page is showing a low number of visitors per day. It’s also showing that you have a significant decrease in traffic from social media. This could mean that your paid social media advertising to your local community isn’t working as effectively as it was in the past. You may need to change the messaging in those ads or consider targeting a new audience.

Don’t make the mistake of neglecting your data. These are valuable insights that can have a significant impact on your lead generation efforts.


Every page on your insurance agency website should be designed to increase trust in your agency, generate more leads, and grow your agency. Your local pages should be designed to boost your organic SEO, generate more relevant leads, and should provide you with helpful data to improve your agency marketing.

About the Author

Amanda O'Brien

Amanda O’Brien is a digital marketing account manager for ITC, where she schedules monthly strategy calls with insurance agents to give SEO consultations, content updates available for the websites, along with content development for monthly social media posts for clients. Amanda graduated from Capital University in Columbus, Ohio, with a degree in marketing and public relations. Amanda is also a member of the Public Relations Society of America. She enjoys surrounding herself around her friends and family and is a huge dog lover.

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