So, you have your own insurance website. That’s great, but is it actually doing anything for you in regards to ROI? Is it generating a steady flow of quality leads into your pipeline? If not, here are some steps you can take to make your website work more effectively for you.

1. Utilize inbound marketing tactics. It is a fact that inbound marketing tactics generate more leads than almost any other source. A study done in 2012 revealed that 92.7 percent of businesses who used inbound marketing tactics significantly increased their organic lead generation in just over six months. For those of you who aren’t familiar with inbound marketing, it includes things like blogging, search engine optimization (SEO), and social media. To get started with inbound marketing, pick one or two tactics to focus on. Once you get comfortable with them, add something new to the mix. You’ll be amazed by the results.

2. Ask for business. Be sure to include a strong call-to-action on all relevant pages. (Hint: this is where you ask the prospect for their business.) What good is your website if there is nowhere to capture the prospect’s information? I personally hate when I stumble upon a company’s website and I have to search high and low for a form to submit my information. The key is to make it as easy as possible for prospects to request information. Otherwise, they’ll likely leave the page and find one of your competitors.

The best calls-to-action stand out and are very easy to locate on the page. They’re short, sweet and to the point, and they give what’s promised. (Don’t advertise free ponies unless you’re going to deliver!)

3. Do what works. Learn from the past. If you’re able follow this simple piece of advice in your business endeavors, you will see immense success. If there is a certain page or style that worked well for you in the past, use it again. There is a reason it worked (or didn’t work) and you should be mindful of those elements. For example, if your testimonial page is consistently the highest lead generator, take one testimonial and place it near the form on each of your pages. You’ll be surprised at how the littlest tweaks can produce the greatest results.

 

The purpose of a website is to act as a 24/7 storefront for your business — a storefront that generates high quality leads and benefits your bottom line. If your website isn’t doing that for you, you’re missing out on tremendous opportunities. By doing things as simple as creating a Facebook page, updating your landing pages and using the resources that have worked in the past, you can dramatically increase your organic lead generation.

See also: How to find the right social media solutions partner Have you checked your traffic? How to overcome 4 real barriers to social media engagement