Where are the Leads from Your New Insurance Website?

October 17, 2016

sales funnel illustrationCongratulations! Your brand new insurance website is live.

Now, for the leads to start rolling in. Right?

Wrong! Unfortunately, that's not how websites work. Having a great website is the first step in a list of many to drive traffic and generate leads.

So my congratulations is still valid. You took the first step! Here are the next five steps you need to take if you want to generate online leads.

1. Keywords

When you started the design process, you should have determined the goal of your website. Both the design and content need to reflect that goal.

How does your content help? Optimize it with keywords that will help you achieve your goal.

Start with a little research. Search for keywords you think your target audience is using. See what the results are. Consider these questions:

Is there a large search volume? Are there a large number of results?
Do competitor websites show up on the first page?
How many insurance agencies show up in the local results?

If the search volume is too large, that keyword may be too competitive for your insurance website. If the search volume is too small, you face the opposite problem. Even if you do get to the top of the results, you may not get many visits to your website.

Take note of competitor websites on the first page for your keyword search. Check out their design, but also look at which keywords they are focusing on. Read their content for ideas.

A good goal is to show up in local results. If you want to compete locally, include in your keywords the city you conduct business in.

2. Website Title

Next, implement those keywords. The first place to do that is your website title.

This is the number one ranking factor for SEO. So, it is important to have something worthwhile in that space.

Resist the urge to add every line of business you write, for every city you write in. You'll thank me later.

Keep your title between 60 to 70 characters. Spaces and special characters count. Be selective with this precious real estate. Add the keywords you decided on, and your city if it fits.

Leave your title as-is for at least three months. Keep a monthly tally of your rankings. If you see no movement in rankings within three to four months, it may be time to think about a new set of keywords.

3. Home Page Content

It's time to optimize the most important page on your website: your home page.

Your home page is the first page visitors see when they land on your website. It's beautifully designed. But, you have to get those visitors to stay on your insurance website.

Home page content can help do that. It tells your visitors about your agency and the products and services you sell. It explains why they should buy from you.

Your home page content should represent you. The tone of voice used in your copy can help.

Does your agency sell commercial insurance? Use a professional voice. Does your agency sell personal insurance? Use a more relaxed, family-oriented voice.

Include keywords in your content, although that should happen naturally anyway.

4. About Us Page

Do you know what the second most important page on your website is? No, it's not the contact page.

It's the About Us page.

This page gives in-depth information about your agency. Talk about your agency history, principals, and mission and value statements. Think of this page as the why. All this information helps consumers choose your agency over other options.

Need ideas for writing this page? Check out this post. Don't forget to naturally include your keywords.

5. Local Presence

If you can only do one off-site optimization method, choose to have a local presence.

A local presence online is important in this competitive market because of the localized nature of insurance. It could mean the difference between a number one ranking and a number four ranking on Google. If your agency is optimized for your city, you could show up higher in the results of someone who lives there.

One of the most important local platforms and one of the easiest to use is Google My Business. Check out this blog post to understand its importance and learn how to set it up. Once you have a page, polish it for the greatest results.

Most agencies have a local presence. If your agency doesn't, then consider hiring SEO help.

You must take these five steps first if you want leads coming into your new website. But this is just the starting point. There are more steps on the online agency marketing checklist. You can research this and other topics here on our marketing blog.

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