How to Fix your High Traffic, Low Conversion Insurance Website

high traffic and low conversions

Congratulations! You purchased an insurance website. Not only that, you purchased it from the industry's leading website builder, ITC. Let me tell you it looks fabulous dahling! Your friends and family told you so!

But is it optimized for high traffic and high conversions?

You've done some light research about marketing and SEO. And the diligent business owner should always set up Google Analytics. One should know where website traffic comes from, how it gets to your website, and what it does on the website after all.

Luckily you get a decent amount of traffic, but it has not been converting into leads. What could be the problem?

As an SEO consultant, I’ve seen many webpages produce a high number of sessions, but not convert to leads. In this article we will go over some of the possible causes of high traffic, low conversions.

What is a Conversion?

Most agents think of conversions as a quote form submission. But that's not always the case. A conversion can be many things, including any of the following:

  • Downloading a free report
  • Reading a blog
  • Commenting on a blog
  • Subscribing to a newsletter
  • Getting directions to the local office
  • Making an online payment
  • Filling in a customer service form
  • Referring a friend
  • Writing a testimonial
  • Completing a policy review form
  • Completing a contact form
  • Watching a video
  • Clicking on a social media link

How do you Measure High Traffic and Low Conversions?

Google Analytics is one of the best and easiest way to measure your traffic out there. Make sure you’ve set up Google Analytics on the page you want to track. Then decide what your conversion is. Be honest and critical with this step, because this is what you need to analyze in Google Analytics. The main way to do this is using Goals, under Admin. Google Goals is a very powerful and multilevel tool. You can track:

  • How many hits you get to a specific page, like a Thank You page
  • How long a visitors spend on a certain page
  • How many pages a user visits per session
  • Events such as button clicks or video plays

If you see a high number of sessions to the page, but a low number of goals, that's when you should worry.

How can you fix High Traffic and Low Conversions?

There are different remedies you may have to apply to your page to increase your conversions. You may have to change your design, update content, improve SEO, or a combination of all .

There is no magic solution that will work the first time you try it. This is a case of trial and error, so be patient. 


The most important aspect of any website is the call-to-action. You must tell your website visitors, customers and prospects what to do. Do you want them to fill in a quote form or read your latest blog post? Whatever the case is, make sure your call-to-action is clear and concise. Use simple language. Make it catchy, if you can. 

Make it stand out from the rest of your website. For example, you have a beautiful blue website. How do you grab your user's attention? By making your call-to-action buttons a standout color. Red and orange are perfect complimentary colors to blue. The example below uses bright green. Just make sure it is enough of a contrast to stand out and catch your user's eye. 

global financial insurance services website
This website’s call to action is a green button and phone number

Placement is also important. Don't hide your calls-to-action. Put them in a place of prominence. We want prospects to click on these buttons and links. If you have a red button in the middle of blue website telling a customer to CLICK HERE, chances are, they're going to click.


Trust your audience. Yes, we're all busy, and yes, nobody has time to read anymore, but trust your users to read the content you've written. Agents write content to show their knowledge and expertise about insurance.

Answer questions you know customers are asking. They're asking you questions every day on the phone, via email and on social media. All you have to do is listen.

Having your target audience stay on your page longer may be your goal. Or, it could be the comments they post. It may be subscribing to a newsletter to get more of the same type of content. Or, watching a video to learn more about the topic you just discussed. Whatever the case may be, providing quality content is key to your success. 

Pictures, video, buttons and banners also count as content. They can make your page visually interesting. If your goal is to ask for referrals or promote a social media contest, then pictures and buttons are more visual. You may have to experiment with different banners and headlines. See what your audience responds to the most, and then adjust accordingly.


As always, make sure your pages are optimized. Your page title and description should be set up so Google is able to crawl the page with no problems. Don't forget on-page optimization. This means using the correct hierarchy of headings, like using an H1 heading first then an H2. Bold your keywords appropriately. Interlink to relevant pages and make sure all your images have alt tags.

These suggestions, along with some experimentation and patience should increase your conversions. Sound like a lot of time and effort? If you want those high conversions to match that high traffic, it sounds like a no-brainer.


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