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!)