I get this question all the time. Truth is there is no single right answer about how to increase your insurance website traffic. There are different strategies that can work depending on the demographics, geo-locations, markets, etc. of your website visitors.
There are three main categories of website traffic: organic, paid and local. All three options have several factors that have worked for our customers in the past and could also work for you. Like I said above, every website will have a different outcome with each strategy, so make sure to spend some time evaluating which strategy works best for you and your insurance agency website.
When you think of organic traffic, you may think you need to get on page one of Google for a specific set of keywords to be successful. Although this is helpful, it's not the only way to get organic traffic.
Long tail keywords (longer, more specific keyword phrases) are often less competitive and therefore easier to rank for. Blogging is a great way to capture organic traffic with long tail keywords. When considering what to blog about, log into your Google Webmaster Tools and look at some of the searches of long phrases that brought people to your website, then blog about those topics. The more often you blog, the more you will see a greater diversity in long tail keywords, and you will start to improve your website's ranking.
Answering questions your clients might have about insurance is an ideal way to get started.
Here are some of the long tail keywords that ITC customers have used to successfully drive traffic to their insurance website:
- Car insurance without driver's license Texas
- Injury and illness prevention program sample
- Commercial insurance coverage checklist
- Health insurance for independent contractor
The first thing that may come to mind when you think of paid traffic or paid advertising is Google AdWords, their pay per click (PPC) advertising system. Although PPC advertising is a proven way to get traffic, the quality of traffic may vary. It can also be hard to manage, since to do PPC correctly, you need to adjust your ads often.
Advertising on popular websites that correspond with the lines of business you provide is a great way to get new traffic. If you focus on auto insurance, look to advertise on websites that deal with auto sales. Same goes for motorcycles or boats. Personal lines are typically easier to target for paid traffic because there are many possibilities for advertising on websites that your desired visitor will frequent.
Local traffic is a more traditional approach to marketing. Local marketing involves getting boots on the ground and getting involved in your community. People need to know who you are. It may take a little elbow grease, but there are several ways to increase your brand awareness locally:
- Booths at events
- Sponsor events
- Sponsor youth teams
- Postcards and mailings
The holidays are a great time to start getting implementing some of these ideas. There are usually events throughout the fall and winter you can participate in. Also, consider giving something away to help draw attention to your agency.
As you can see, there are several ways to boost the traffic to your insurance agency website. Regardless of your website's current performance, there is always a competitor you need to beat or stay in front of. Try all three categories, consistently re-evaluate how each strategy is working for you, and make adjustments as necessary.