I shouldn’t have to preach the importance of marketing your business online; especially today, where thanks to major search engines like Google and Bing, we have the instant gratification of the Internet at our fingertips. Creating a website for your business is a step in the right direction, but it is not enough. With these four tips you can take your site from a plain virtual business card to a lean, mean, lead-generating machine.
1. Put in what you wish to get out.
First off, stop thinking of it as just a website and start thinking of it as your partner in business. He works around the clock, serving as a valuable source of information and promotion to your customers — before, during and after business hours. He also helps generate profit for your company by pushing leads down the sales pipeline. If you aren’t investing in your website, you are essentially telling consumers that you don’t really believe in your products or services. Whether you decide to hire a professional SEO agency or you’re self-taught, a top-shelf insurance website will show potential leads that you are not a spam robot; in fact you are successful, credible and confident in your business.
2. Design for conversion.
Everything from content to color schemes (and much more) must be taken into account when designing a high-powered and engaging website. Most of the time, your site is the first thing leads will see when researching products and services, and within seconds of landing on the home page they will decide if they’d like to do business with you. Catch their eye with colors that pop and natural navigation that leads them through the sales funnel. Don’t clutter your site with icons, images and verbiage that distract from your ultimate message. Take a test drive around your own website. Can you quickly identify the key features of your service without having to scroll all the way down or click around a dozen times? If the site is not incredibly easy to navigate, chances are you will lose that lead.
3. Speak their language.
Once you have identified and gotten familiar with your target customer, focus on speaking their language. At this point you should know the basic demographic you are marketing to and how your product or service benefits them. What is their life like and how can you make it easier? This is where good content comes in. Aside from grabbing a lead’s attention once they hit the site, your copy should clearly identify the key features of your business and how it will help your customer. Prioritize your content, keeping the most important information toward the top. People have extremely short attention spans! If you have lots of content, try breaking it up into smaller subheadings, bullet points or numbers, so as not to overwhelm readers.
4. Close with a call to action.
Make sure your website can close the deal for you by providing an obvious and ultimate call to action (CTA). Whether it’s a “Get a Quote” button, or a “Buy Now” link, you should always provide a path for leads to follow. Never leave a webpage without a clear call to action. Additionally, be careful to position your call to action in a way that draws more attention and increases conversion by playing with size, color and positioning. It is possible to have multiple calls to action; for example, your primary CTA could be to “Get a Quote,” while the secondary CTA is “Read More.” To avoid reader confusion, differentiate your primary call to action from your secondary. You can create an effective call to action button by anticipating what your leads’ concerns will be (price, time and trust), and addressing them in your text. Other tricks of the trade: incentivize the user or convey a sense of urgency.
A high-performance business website has the potential to attract, nurture and close more leads. By investing a little time and money into your website, you can transform it into an efficient lead generator to supplement your own marketing efforts. If you do not have the time or expertise to implement these tips yourself, it may be worth it to consult with a SEO professional who can optimize and help your website generate more traffic and remain competitive in today’s growing online insurance market.