After the recent economic downturns, insurance agents everywhere are looking for ways to grow their business. When creating a lead generation strategy, the cornerstone should be a website specially designed to meet insurance agents’ marketing needs.
For a website to meet all of an agency’s marketing needs it must meet three criteria. It must:
- Define the agency’s brand and niche
- Provide a hub for all marketing efforts
- Be optimized for search engines (SEO)
Let’s look at these requirements one at a time:
It must define the agent’s brand and niche
Your website will be the entry point to your digital brand. Its design (both visual and technical) should reflect your market position and values as an advisor.
Despite the saying, we ALL judge books by their cover. If your website is your digital cover, what do people assume about you when they see it? Your agency website’s most important role is to inspire trust, show expertise, and demonstrate dependability, but it has other jobs too
Your website must also tell people exactly why they should buy insurance through you. After all, you wouldn’t check into a hospital with a broken arm and ask to see a neurologist! Outlining your niche by describing who you serve and what you sell highlights your expertise and confirms that you are the right fit for their insurance needs.
The content on your website establishes your unique position in the market. When prospects begin searching for a new insurance agent, they have specific needs in mind. Publishing content that is tailored to these unique challenges establishes you as a thought leader in that field and confirms that you are the right fit for your new client’s needs.
It must provide a hub for all marketing efforts
For a website to work as a lead gathering tool, it must first attract visitors and capture their information. Use forms to capture, either in the general areas of a site (contact us page, for example) or connected to specific landing pages. After successfully capturing the contact information of a new lead, it’s up to you to follow up and nurture the leads via email until they are ready to buy.
It is helpful to think of a website as a hub connecting the many spokes of your marketing effort. While social, email, and other initiatives are crucial for the distribution of content, the goal of most assets should be to drive traffic back to your website. It will act as a repository for all subsequent marketing efforts.
Your website should sync with social networks so that your content can be published automatically. By consistently posting over social media you will begin to build an audience. Once they follow links back to your website, you can provide these casual prospects a chance to take a “deep-dive” into your content library and service offerings.
It must be optimized for search engines
Search Engine Optimization (SEO) is the science and art of making your website more findable online. Specifically, the goal of SEO is to get your site to rank higher on the search engine results page (SERP) for relevant search terms.
Today’s SEO best practices involve providing an engaging website experience along with relevant content to keep visitors on your site longer, viewing multiple pages. If you visitors stay longer and visit more pages, Google will favor your site more in the future.
You can optimize the content on your website to help your rank, including page titles, headlines, and how often keywords are used. Google also favors a user-friendly site, so make sure your page structure and site navigation improve the usability of your site.
The higher your website ranks in search results, the more traffic it will see. Studies show that 75% of consumers make a purchase from the first page of search results. A search engine optimized website is the pathway to getting ranks on the first page.
Using the right website as a marketing hub, you can launch a marketing strategy that will transform your business and generate leads to help ensure your agency’s growth for years to come.
Agency Revolution offers beautifully designed websites that are much more than just a static page with your name on it. Our websites are mobile-responsive, professionally designed, SEO-friendly, and come with access to a regularly updated library of insurance content. Learn more.