Converting More Insurance Website Visitors into Leads

December 3, 2014 Dylan Brooks

3D flow chart

Online insurance shopping is the cyber version of window shopping. New visitors can go to an insurance agency website, look around and then decide to go elsewhere without requesting a quote or completing a contact form. This scenario happens often and can leave agents frustrated.

If your website is attracting attention, why aren't visitors taking the next step? The answer often comes down to overlooked details. Here are four areas to check and adjust if your website isn't generating as many leads as you'd like.

Google Analytics

Google Analytics is a powerful, free tool that tells you how many visitors your insurance website receives and what they're doing once they're there. It even features a flow chart detailing which pages visitors go to after they land on your website.

If you're seeing a spike in website traffic but aren't getting many leads, visitors might not be spending much time on your website at all. Take a look at the bounce rate on the dashboard. A bounce rate that is more than 50% means more than half of your visitors looked at only one page and left. People bounce from a website for two main reasons: they didn't find what they're looking for or the website was too difficult to use. To improve your bounce rate, you'll need to make changes to encourage visitors to stay on your website like improving your content and making sure your website is easy to use.

Calls to Action

Insurance agency websites that convert well tend to have one thing in common... they're designed so visitors know where to go at all times. An audit of your website can help determine if it is clearly telling visitors what they should do next.

Look at your website from a visitor's perspective. Does each page clearly convey the next step to take? Are there links to other relevant pages? Are the form buttons enticing? If the answer to any of these questions is no, make the relevant changes.


Insurance websites often use forms to help agents capture leads. However, online insurance shoppers have short attention spans, and the sight of a long, comprehensive form can cause them to hit the back button without ever completing it.

The solution? Shorten your website forms. Only ask for basic information, like name and email address. You can always ask for more information when you contact the lead. Calling a lead to get more information is a great opportunity to show your service and commitment to helping your clients find the protection they need.


A targeted blogging strategy can attract online insurance shoppers who are ready to to get a quote.

Think about common questions you receive about your main lines of business. Then write blog posts answering those questions. People who use a search engine to find answers to these questions could find your agency's blog and land on your website ready to take the next step.

What are some other ways you've used to convert your website visitors into leads? Let us know in the comments below.


About the Author

Dylan Brooks

Dylan Brooks helps ITC clients improve the visibility of their agency websites, working directly with them to improve their search engine rankings. Dylan has a bachelor’s degree in communication from the University of Miami and an MBA from Southern Methodist University. Dylan has extensive experience with writing, strategy and marketing analytics. In his spare time, Dylan enjoys cooking, participating in 5K races, and spending time around Dallas.

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