Getting people to visit your website is great, but what’s the point in achieving all of that traffic if no one is requesting a quote or completing a form?
Insurance Business America spoke to
Becky Schroeder, Vice President of Marketing at Insurance Technologies Corporation (
ITC), to get some quick tips on how to convert traffic into leads.
- Visibility
“If you go from 100 visitors on your website to 200, while retaining your same conversion rate, you’ll double your leads. That’s why visibility is so important,” Schroeder says.
Optimizing your website is the first step in increasing your visibility. That includes improving the back end of the site by adding title tags, descriptions and working your keywords into the pages of your website.
Schroeder believes that blogging is one of the most important things any agent or broker can do to increase their visibility. “Having continuous fresh content signals to the search engines that you are actively updating your website and trying to add value to people searching online,” Schroeder says. “That’s one of the biggest things search engines want; they want to provide a website in their results that is focused on creating a good experience for the consumer.”
- Repetition
Repeating your key call-to-action is integral to creating a clear and coherent message for your visitors.
“It takes between 7 – 10 touches for someone to remember your brand, and the more you repeat yourself the better chance you have of hitting your numbers,” Schroeder says. “It’s also incredibly important that visitors are very clear on what you want them do. Make it very obvious. Focus on a single call-to-action and repeat it in multiple places on your site.”
- Word of Mouth
Getting other web users to share your content is a great way of attracting new visitors to your site. But how can agents and brokers get clients talking about their content? Firstly, make sure all of your clients know you have a website, and let them know they can easily get quoted for coverage without having to pick up the phone.
“Having a blog that you continually update is incredibly important for encouraging users to share your content and links to your site,” Schroeder says. “But don’t just blog on what you sell, give useful information, because people are much more likely to share links if they found it to be personally helpful.”
