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Making the Phone Ring with Insurance Marketing

April 30, 2009

When talking about online insurance marketing, we put a lot of focus on the search engine optimization: your insurance agency or company’s Google ranking and the ability to be found. However, if your website comes up on the first page of a search result, does that mean you have a new client?

The obvious answer is no. You still have to convince the person that your insurance agency or company is the best choice for their policy. In short, you have to make the phone ring.

The first element of conversion is design. Your insurance website needs to look professional. That means a clean design and easy navigation for both search engine bots and users. If your insurance website has valuable content but it’s not in a professional design, chances are your visitors will click away before reading your content.

Your professional website design will encourage visitors to read your content. Your website’s content needs to consist of two types of styles.

Informative Content
Your informative content is where you share your experience, expertise, and convince the reader that you are the best choice for their insurance needs.

Sales Content
Your sales content will consist of the “call to action” which encourages users to contact your company or agency via a contact form, email or telephone.

The combined elements of design and content will make your phone ring and bring in new policies.

To learn more about insurance marketing, insurance search engine optimization, insurance web design, or insurance agency marketing, visit ReadytoQuote.com or call 1.800.504.8593.

Insurance Marketing – More Policies with More Content

If your insurance website has some strong inbound links, a lot of strong useful content, and is for the most part, search engine optimized, here is one element that may be keeping your site from ranking higher in the search engines: the length of your home page.

Google, in particular, loves heavy websites that have a lot of useful content. They also put a lot of emphasis on your home page when ranking your insurance website. Therefore, it is your home page that will make the most impact with your online insurance marketing strategy.

When asked to find out why a website is not on the first page when it appears to be optimized and have a solid inbound link base, the majority of the time we find that the home page simply needs to be longer.

If you are currently in that situation, try extending your home page. A good home page should be 450-600 words long. Don’t forget to hyperlink words in the content that takes the visitor to other relevant parts of your website. That feature is appreciated by your user and the search engines.

To learn more about insurance marketing, insurance search engine optimization, insurance web design, or insurance agency marketing, visit ReadytoQuote.com or call 1.800.504.8593.

Your Insurance Website Can Use Flash with Moderation

April 14, 2009

Sometimes an insurance website needs something extra – a little movement, excitement, or an all out attention grabber. This can be easily accomplished with Adobe Flash, a program that makes objects move, fade and slide. However, on the flip side, can Flash on your insurance website actually keep it from ranking on the first page?

Flash Working with SEO

You can use Flash on your website without hurting your insurance marketing and search engine optimization effort if you use it correctly. The only problem with Flash is that none of its content can be read by the search engine. So when you add Flash to your insurance website, you are immediately taking away from your website’s textual real estate with something that offers no content value; however, that is OK in small doses. If you have a header that slides a few pictures across and has your slogan on display, it will NOT affect your insurance search engine optimization.

Flash Working Against SEO

The problem with Flash is when it starts being used in place of textual content. For example, if your entire website is built in Flash, it will not make it to the first page of Google because your entire website’s content is hidden within the Flash movie, thus inaccessible by the search engine bots.

Recapping the Basics:

  1. Flash can be used to make presentations and minor moving elements to enhance the look of your website.

  2. Your Flash movie should be treated as a graphic and nothing more.

  3. You should not include valuable textual content within a Flash movie as that will certainly affect your search engine marketing in a negative way.

To learn more about insurance marketing, insurance search engine optimization, insurance web design, or insurance agency marketing, visit ReadytoQuote.com or call 1.800.504.8593.

Adding to Your Insurance Website Content

April 9, 2009

A common misconception is that Google wants to see a website always changing. For a website like CNN, your local newspaper, or an active blog, that’s alright because they don’t focus on any one set of keyphrases. Their traffic comes from the keyphrases in their articles.

But your insurance website is different. It has a set of keyphrases for which you want to achieve first page placement. If you constantly change your insurance website titles, headers and on-site page content, your website may appear to be more unstable than dynamic.

An unstable insurance website is not attractive. However, dynamic is a good thing.

The key is having a balance. The best way to achieve this balance is with a blog and an RSS feed. By regularly posting blog entries to your onsite blog, your website will always be growing with new pages generated from your blog entries. The larger your website, the higher quality it looks. The greater the quality, the more successful your insurance marketing effort will be.

By using an RSS feed, you can display the blog entries on your home page and sub pages. The feed will update each time you post a new blog entry.

A good example of this can be found on our website at http://www.readytoquote.com. The content you see in the right column of the website is coming from our insurance marketing blog and is automatically posted on the side whenever we post a new blog entry.

To learn more about insurance marketing, insurance search engine optimization, insurance web design, or insurance agency marketing, visit ReadytoQuote.com or call 1.800.504.8593.