5 ways to improve your insurance website in 2012
By Troy Wilson
Next Wave Marketing Strategies
The New Year has begun. Do you have any New Year’s resolutions for your insurance website? If not, here are five upgrades you might try to draw more traffic and elicit more customer interaction in 2012.
1. Make sure your website includes local optimization In the heading and text of your website, make sure to note your location. For example, “Smithville Insurance Dealer” instead of “Hometown Insurance Dealer.”
If your insurance office is in the suburb of a big city, be sure to note your proximity to that city: “Only 20 miles north of Chicago” or “Just outside of Chicago, IL.” This kind of local optimization will draw customers that prefer to handle their insurance needs locally.
2. Use appropriate keywords
Get your marketing team together and brainstorm the different words or sets of words a client looking for the insurance you sell might enter into a search engine. These are words you’ll want to use two or three times in your text so that search engines will pick up on them and display your website when a customer enters those keywords.
Google has an especially helpful tool that helps generate keywords and provides you with statistics on how many people actually search for the words you are targeting.
3. Add Google features
Speaking of Google, your insurance website should take advantage of at least two of Google’s many features available to merchants. First, sign up for Google +. This is a new bookmarking tool that allows people who find your website helpful to recommend the site to others. Google + is a relatively new tool, and getting in on the ground floor will make your website appear very progressive.
Make sure, too, that you are listed on Google maps. Google maps allow you to list your business category, name, physical address and phone number. They can also provide a link to your site so that when a customer searches for an insurance business in his or her area, all the information he or she needs to contact your company will show up in the results.
4. Content is still king
Take a moment to read through your website. Is it well written? Is the advice you offer timely and helpful? No matter how many bells and whistles you may use to attract people to your insurance website, it is the quality of the content that will make them stay and read.
If you want them to come back, remember to set up a schedule to add new content regularly.
5. End each page with call to actions
Now you know how to bring customers to your website and keep them there with your superior content. But what do you want potential customers to do when they finish reading each page of your website? Do you want them to fill out a form for a free insurance quote or sign up for your newsletter? If so, place clear call to actions at the end of each page.
The call to action should be easy to understand and easy to perform. It’s especially ideal if there’s something in it for the potential client, like a free quote or an e-book on the “10 Most Common Insurance Mistakes.”
As you enter the New Year, don’t forget to put some special care into your business website. Using simple tools can help improve business – and profits – over the coming year.