When you work for the largest provider of insurance agency websites long enough, you start to hear the same few questions over and over.
'How do I change a graphic?'
'How do I update content?'
'Why do I need a website?'
'What's a website?'
Unfortunately, I'm only half-joking with the last one.
Not Simply a Question of Traffic
Out of all those, one big question keeps coming up. I hear it from agents a lot.
'Why am I paying X amount of dollars each month and not seeing the results I expected?'
The answer to this question is often the same.
It does no good to have 75 people on your website per day if they aren't requesting a quote or completing a form.
Oh sure, getting website traffic is important. But, if the traffic doesn't convert, you have nothing to show for it.
So how can you convert traffic into leads?
Boosting Your Conversions
Here are three simple ideas that can help with your lead generation woes.
Visibility is one of the biggest problems agents face for lead generation.
Quote forms are the source of online lead generation. But, if a visitor can't find your form, it doesn't exist.
Also, if it takes too many clicks to contact you, they won't do it.
How do you resolve this on your insurance website? Put your form right in front of them. Make it almost impossible to miss, especially if you have something a competitor may not have.
Embedded comparative rating engines are great if you sell auto insurance.
A consumer rater can instantly provide a quote on your insurance agency website. You don't have to do anything but make the rater easily accessible to a visitor.
Even better... Put your quote form or rater right on your home page. Just because a comparative rater provides an auto insurance quote does not mean it has to be on your auto insurance page.
For an example of what I'm talking about, check out this insurance website template.
What was the first thing you noticed about the home page? Leave it in the comments below.
Have you ever been shopping with kids? As you lead them through the store, they keep stopping to look at things. You have to coax them to go where you need them to go.
Getting people to do what you want on your website, in some cases, can be similarly difficult. Take a look at this insurance website template.
Without scrolling, how many times do you see the word quote? I count five. (Your count may be different based on the size of your browser window and monitor.)
Now, scroll. There are more sections where the website asks you to Stay in Touch or Ask a Question. The number of calls to action jumps to eight.
If there's a constant message throughout this insurance website, it's Reach Out to Us. This is another successful way to get leads rolling in.
Don't just say it once. Repeat your message.
3. Word of Mouth
Even in the digital age, word of mouth is a powerful tool. You don't have to be a marketing expert to get the word out about what your insurance agency website.
Next time you quote a policy or talk to a client, ask if they know anyone who could use your help.
Make sure all your clients and prospects know you have a website. Furthermore, make sure they know they can get quoted for coverage without having to call or stop by.
Put a note in your email signatures. It can be something as simple as 'Need a quote? Visit <insert URL here>.' Need more ideas to market your insurance agency website? We've got a few.
In reality, the way you generate leads is limited only by your imagination. These three tips will get you on a path to a more successful insurance agency website.
At the end of the day, you have to make sure your clients and prospects know what you offer.
Have you used any of these methods? Have any advice of your own? Tell us in the comments below.
About the Author
As a website coordinator, Matt Farrell is the initial contact to customers who purchase Insurance Website Builder. He coordinates all aspects of website design between the customer and our graphic designers. Before joining ITC in 2016, Matt worked as a meteorologist and broadcast reporter. He has a bachelor’s degree in communication studies from the University of North Texas and a bachelor’s degree in meteorology from Mississippi State. Matt enjoys bowling, playing golf, and spending time with his wife, two dogs and a cat.More Content by Matt Farrell