Owning The Journey: Conversion Optimization For SEO

June 20, 2018 Dylan Brooks

SEO Conversion

What are you looking to get out of your SEO efforts?

Are you looking to show up at the top of the search engines? To increase traffic to your website? To grow your brand presence?

These are all worthwhile goals. But in a vacuum, none of them will earn your insurance agency more revenue.

Why? Because people don’t buy insurance from search engines.

They start the buying process by taking conversion actions on your website.

This could mean filling out a quote request. Or calling your agency phone number. Or even binding coverage online, should you offer that option.

If consumers aren’t taking these actions, you won’t see a return on your marketing efforts. All the rankings in the world won’t mean anything if they don’t bring you revenue.

So, how can you turn high rankings into revenue? How can you get the most out of your SEO efforts?

Let’s dive in.

A Holistic Process

If you want to maximize revenue to your agency through SEO, you need to think in a holistic manner. Every step in the customer buying process is part of a larger journey. The journey starts well before consumers head to a search engine. And the journey ends long after you bind their coverage.

It’s no coincidence that you only see revenue toward the end of this journey. It’s like the pot of gold at the end of the rainbow.

There are no shortcuts to this process, and it starts with understanding intent.

Map Out Intents

Your first charge is to view the journey from the buyer’s perspective. Don’t only consider what consumers are searching for. Consider why they’re searching for it.

It’s important to remember internet searches are not the first step in the buyer journey. There’s an underlying need driving them to a search engine. The specific search queries consumers enter provide a big clue about those needs.

For instance, some consumers might be facing a coverage lapse. These consumers might search for Instant car insurance quote. In this situation, they hope to get a quick estimate.

But other consumers might have different needs. For instance, many homeowners consider renovating their home from time to time. These consumers might search for Home insurance policies with high property limits. They might look for extra information before requesting a quote. Policy value is more important than speed to them.

If you’re looking to grow revenue online, you’ll need to understand these search intents, and many others. That way, you can provide a clear path forward for these consumers.

But, where can you find this information for your agency? Start by logging into your website’s Google Search Console.

Dive into your Search Analytics report within the console. You’ll find a list of actual consumer search queries your website ranks for.

Take a close look at the specific wording consumers use when they search. Use this data to map out consumer intents.

Create buyer personas and formal journey maps, if you have the time and resources to do so. Otherwise, document everything in a flowchart or an Excel document. This information will serve as the foundation for the steps still to come.

Ease The Pain

Understanding consumer intent is important. But it doesn’t tell the whole story.

To increase your agency’s conversions, you’ll need to ease consumer pain points.

What are pain points? They’re anything that make it difficult for consumers to get what they need.

In some industries, such as the airline industry, these are clear cut. Think long lines, inconvenient flight times and baggage fees.

In the insurance industry, pain points are more understated. They have more to do with communication, and customer service.

Insurance consumers look for clear information about policy features and pricing. They want hassle-free enrollment, payment and claim filing processes. They yearn for customized coverage options.

A driver facing a coverage lapse would find a hassle-free quote process most pressing. But a homeowner considering an expansion would need clear information on policy options.

Unfortunately, rates can fluctuate based on both driver-specific and regional factors. State regulations complicate the enrollment and claims processes. The legal wording of policy contracts make coverage features hard to explain.

As such, pain points are abound throughout the insurance shopping process. They frustrate consumers. And, they form a barrier to website conversions and agency revenue.

The best way to stem the tide is to make life easier for your consumers. Look at the different consumer intents you’ve mapped out. Consider the buying process from each perspective. What is the biggest barrier between these intents and what you offer? What can you do to break down this barrier and ease this pain point?

The answer might be shortening your quote forms. It could be streamlining your content. It could be redesigning portions of your website to make it easier to navigate. It could even be boosting your investment in customer service options.

Regardless which options you choose, one principle remains. Getting rid of specific pain points makes it easier for consumers to do business with you.

Show What’s Next

Mapping out intents and alleviating pain points gets your consumers close to conversion. But, if you want to hear the cash register ring, you need to show them what to do next.

Make your quote request forms easy to fill out. Ask only for the information you need to reach out to prospects. Long website forms can discourage consumers and drive down conversions. Unless you bind online, you’ll need to call these prospects to bind coverage. So, ask for all the nitty-gritty details during that follow-up call.

Add call-to-action buttons to your website pages. Link these buttons to related quote, claim and referral forms. Make sure the wording on these buttons is clear and straightforward.

Turn online mentions of your agency phone number into click-to-call links. This way, mobile phone users can call your agency from your website with one click.

If you have brick and mortar offices, make the addresses visible on your website. This way, consumers looking to show up in person can get directions.

And always make sure consumers can access your website’s contact forms. This way, they can ask your staff questions that might help them take a conversion action.

What are the common threads of these tactics? They all make it easier for consumers to take the next step. They help consumers become prospects and customers without resistance.

But they’re most effective if you’ve mapped out consumer intents and eased pain points. After all, you can’t close the deal without getting consumers to the table.

Putting It All Together

Increasing conversions through SEO can grow your agency’s revenue. But getting there isn’t a matter of choosing the right keywords or the best button color.

Increasing conversions requires focusing on individualized details. It requires you to empathize with your consumers. It encourages you to follow their journey. It demands you remove any stumbling blocks that lie in their path.

This process takes some sweat equity. But the return on your investment will be clear and tangible.

So, what are you waiting for? Set out to grow your agency’s revenue today!

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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