Why is Traffic to My Insurance Agency Website Down?

There are many reasons why you may experience a drop in visits to your insurance website. When these drops happen there are a lot of questions that run through your mind. The first one I’m sure is going to be why.

The good news is, we’ve covered some of the most common questions asked by our clients to help you examine your data.


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Video Transcript

Does this scenario sound familiar?

Your insurance website is generating a healthy number of online leads and quote requests. Then suddenly that steady flow of traffic to your website slows to a trickle. And, those online leads start to drop off.


There are many reasons why you may see a drop in website traffic.

In our experience, there are a few common culprits. Here’s what could be going on.

First, look at your data. Is the drop over a period of time? Is it a sharp or sudden drop? Or, has it been a consistent down trend over a few months?

Expand your date range when viewing analytics data. This will give you a better idea of when the drop started and for how long it’s been going on.

Now, on to the possible causes. First, there’s the algorithm update search engines make. 

Google will roll out updates many times throughout the year. Some are more significant than others. Sadly, trying to get specific details on these updates is like trying to get blood from a turnip.

But, you can still check to see if your website was possibly affected by an update. Follow Google Search Liaison on Twitter and get notified when updates occur. Then check your analytics to see if that is when any downward trend started.

If you think an algorithm update may be the cause of your drop, patience is going to be your greatest asset. Most likely you will have an automatic recovery. If not, do some research to find out what the SEO experts are saying about the update. Then, make any necessary changes to your insurance agency’s website.

Next, let’s talk about a ranking loss. If you experienced a loss in rankings it may be due to a new competitor. But, it’s more common your website has gone stagnant. Haven’t added any custom content or blog posts to your website in a while? Create a content calendar for your website and execute it to gain those rankings back.

Another possibility is a manual action or penalty. These can be placed on your website if you violate Google’s quality guidelines.  You can check for penalties in your Google Search Console by clicking the “Security and Manual Actions” link. Recovering from a manual action can be time consuming and difficult, but it is necessary.

Finally, there’s the constant changes Google makes to the layout of the search results page.

Google makes a lot of changes to what information shows up in their search results.

You still have your ads at the top and bottom of the page. But now, there are sections that may answer a question right there in the results. (This is called a featured snippet.)

You also have other elements like map listings and a knowledge graph to the right of the search results too. Mix in ten organic listings, and suddenly there are a lot of places for the consumer to go besides your website.

Getting traffic back from these types of changes takes time and research. Look at the keywords you’re targeting. If they trigger a featured snippet and you’re not the one in the featured snippet, you’re going to lose clicks and traffic.

This is where custom content is valuable to the success of your website. Answer questions and go in-depth with your topics to provide the best answer online.

Seeing traffic drop on your insurance website can be worrisome and disheartening. But, there is always a reason. Once you figure out what that reason is, it can be fixed.

About the Author

Laird Rixford

As CEO, Laird Rixford is responsible for providing strategic direction and leadership for the company. Rixford has a proven executive management track record and has more than 20 years of experience in entrepreneurship and insurance technology. An expert in insurance technology and marketing, Laird is a recognized public speaker and has presented at industry events across the United States.

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