Where Are Your Website Leads?

What is the point of a website? If you’re like many agents, you probably have one thing in mind: Leads. ITC CEO Laird Rixford reveals the most important website feature for lead generation.


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Video Transcript

What is the point of a website? If you’re like many agents I know, you probably have one thing in mind: Leads.

More leads tend to equal more revenue. Your insurance agency website probably has a slew of features. But, which feature is the most important for lead generation? 
I’ll give you a hint. It’s your contact forms. 

Forms are an easy-to-use website feature. But, even if you already use them, you still might not be seeing leads come in. This may be because your contact form is either under-used or under-advertised.

You only have a few seconds to capture someone’s attention. Aside from that, people don’t like having to click through a bunch of pages to find something.

If you want someone to reach out, present that contact form on your website as soon as you can. It should have its own place on your navigation menu. But, you can also present it in other ways.

Present it as a “Learn More” or “Get A Quote” button on your homepage. When prospects click that link, they’re on a form. Your agency gets a lead, and the prospect saves time by not clicking all over your website looking for your contact form. It’s a win-win.

It’s entirely possible that someone doesn’t want to fill out a form.  Perhaps they’d rather talk to you or visit your office. For those people, include your contact information on your contact page as well.

If you’re an Insurance Website Builder user, all you have to do is fill in your employee directory and location information in the administration console. The system does the rest and adds this information to your contact page.

In this day and age, most people would rather communicate with you digitally. But, it’s best to provide options to all customers. Remember some people do still make phone calls. A phone number on your contact page can go a long way.

Most of us are familiar with the “KISS” principle in business – Keep It Simple, Silly. In other words, the simpler something is, the more likely you are to get a response.

People get overwhelmed when they see long forms with lots of required information. The more fields there are, the more likely someone is to click off your page and go somewhere else. 

Require only the basic information on your forms. That’s first name, last name, email and phone number. If people want to leave a detailed message, leave that field as optional, not required.

These are a few of the ways you can make your contact form work for you. Position your contact form or phone number in a central part of your homepage. Or stick it in your website header or navigation menu. And, make sure forms are quick and easy to fill out. Follow these tips and watch your website leads come in more steadily.

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