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Nobody likes to be confused when they search for insurance information

May 31, 2013

Trying to find insurance online is hard enough without hitting a website that confuses people.

First and foremost, your insurance marketing must be people-friendly, or “user-friendly” for those online. It must be simple, terms must be easily explained, it must be easy to read and easy to follow. While some might think that “easy” and “insurance” do not belong in the same sentence, this is a bit of a fallacy. Sure, there is technical jargon and legal jargon, but if your insurance marketing plan is what it needs to be, you have addressed those issues with aplomb. So, let’s say you have an insurance website that is really nicely laid out, easy to navigate, colorful without being the cousin to a neon sign, and offers a quote function. You’re ready to go and get traffic, or are you?

While having bells and whistles on your website, including the latest Facebook, Twitter, Google + or Pinterest connections, that does not, in and of itself, drive traffic to your website. Even the best website on the Internet must not only be properly optimized, but offer visitors relevant information that they are looking for when trying to find insurance. So while optimization is the tip of the iceberg, the underlying foundation for the site is information. As Google crawls your website, determining your site ranking, they use text content to get an appropriate rank.

These days, you are not the only insurance website online and thus, in the crush of competition for customers, you want to stand out. You already know more people shop online now, for insurance and other things, more than ever before. Knowing that, you must think strategically and position your agency as an online resource.

Simply put, should someone be looking for pertinent information to answer questions about their insurance needs, and you have that information on your site, the visitor is more likely to ask you for a quote. So, having online quoting is a bonus. Garnering a new customer begins with a properly optimized website, online quoting and offering relevant information. It doesn’t hurt to have first class insurance web design either.

It is also vitally important that the information you offer is clearly presented and thoroughly explained. No one likes to go to a website, read something and find it confusing. This drives people away. This does not mean you have to go into great detail about everything you know or sell.

It means that the policies most commonly bought from you should be clearly explained in a manner that most people will understand. If a potential buyer is comfortable with your explanation of what they are looking for, they will likely be comfortable buying a policy from you. Giving valuable information and answering questions also positions you as an expert in your field. Bonus.

Want to get the best of service anywhere to improve your website ranking? Find a search engine optimization company with serious experience in the insurance industry. They know what you need.

Leads are the lifeblood of an insurance agency

May 15, 2013

Does your insurance website have all that it needs to garner leads?

Take a long, hard look at your insurance website. Do you like what you see? Does your staff like it? Do your customers like it? How does it compare to your nearest competition? These are hard questions to answer, as a website is a personal thing and as it was developed, there were parts of you that went into making it what it is today. However, you need to stand back and regard it from the point of view of a visitor to your site. It might not be as wonderful as you think it is. It’s time for some serious introspection about your insurance marketing goals.

First things first. Leads are the lifeblood of an insurance agency. No leads, no customers. No customers, no income. Your website needs to garner leads that will convert. That does not just mean having your contact information on the site. It means a lot more, like a good search engine optimization (SEO) campaign, one that draws traffic to your website. Once you have the traffic, you can get leads and from those leads, you can do quotes. While it sounds simple, you may be surprised to know that we hear from a number of insurance agencies wondering why their websites just do not bring in the traffic they need to grow their business.

While they may have a nice site, it may be old, out-of-date, built on a different platform, not properly optimized, or it does not load quickly, or have social media or even an instant quoting function. Yesterday’s websites are losing ground, if not vanishing entirely. In order to have an up-to-the-minute insurance website, you want to get as many targeted visitors as possible. Targeting your visitors begins with the right kind of SEO campaign, a revamped or new insurance website and a steady, controlled marketing strategy aimed at your target audience. For instance, if you specialize in selling Medicare supplements to seniors, you likely are not interested in students in college. Focusing your campaign is critical to your website’s success.

Back to the quoting function for a second: It’s crucial to have a quote request form readily accessible on every page of your website, not just the home page. For instance, instead of just having a Medicare supplement information page and a Medicare supplement quote page, ensure that there is a short contact form on the Medicare supplement page, which offers a visitor to your site the choice of filling out a detailed Medicare supplement request on the quote page. Of course, by offering quotes online, you must have secure pages for the collection of private information. All this is part and parcel of effective insurance website design.

If you want the traffic to grow your business, find an SEO partner with serious experience in the insurance industry. They know their stuff and it looks good on you.