Five ways to renovate your insurance website
By Troy Wilson
Next Wave Marketing Strategies
Realizing that your website is failing to attract customers can be a blow to any company selling insurance. With the insurance sales competition so stiff, a poorly performing website can cost you a lot of leads and sales.
If your website is sluggish, these five tips will help you renovate it and make it a strong part of your marketing effort.
1. Do your housekeeping
Go over your website page by page. Check for broken links, customer forms that result in error messages, unclear writing and outdated information. Fix any problems you may find. In the future, check on forms and links every month, and read through the entire website once a quarter to make sure the information you are providing is still accurate.
2. Hire a copywriter
On the Internet, you have only a few seconds to attract the attention of customers. If they’re not into what you’re saying after a sentence or two, they’ll surf on to another site. A professional copywriter knows how to use language to keep potential customers reading and to motivate them to take some small step to bring them closer to conversion.
3. Use SEO to attract customers
SEO stands for search engine optimization. SEO are the key words people use to get your content to come up. Examples might include “low cost health insurance,” “long term care insurance,” “bad credit car insurance,” or whatever else your company happens to specialize in. Once you’ve selected a dozen or so keywords, make sure to mention those keywords regularly throughout your content.
4. Start blogging to build a bigger audience
When you start a blog on your website, make sure you update it consistently. Many business blogs update their information every day, but you can get away with doing it three times a week or even once a week as long as you are consistent.
Try blogging about topics of interest to insurance customers in general and customers of your company in particular. Topics might include new insurance laws and regulations, special deals that your company is offering, comings and goings of insurance agents, and cautionary stories about the importance of having adequate insurance. Set your blog to feed to your social media pages so that people who follow you on Facebook or Twitter will be notified of every update.
5. Call to action produces customers
Every page on your website should have some kind of call to action.
For instance, you may encourage customers to fill out a short form so that an agent can contact them with a free quote, ask them to opt into your email newsletter list, or invite them to follow you on social media. Every time a potential customer does something to engage with your company, it increases the likelihood that he or she will convert to a buyer.