As an insurance agent, it’s vital to have a lead generation website as part of your marketing strategy. Even a basic webpage with the right information can attract new customers and increase sales.

In this guide to insurance lead generation websites, we’ll explain why your business needs a website and how you can use an insurance website to generate leads, boost your credibility, and close valuable sales.

Why Insurance Agents Need Website

Increase Visibility and Generate New Leads

In 2018, nearly 84% of Canadian Internet users purchased goods or services online (source). A strong online presence makes it far easier for potential clients to discover your business, learn about your products and services, and share your site to generate referrals.

Establish Credibility and Authority 

A well-designed website helps your insurance agency to appear more professional and credible. A 2015 study found that “84% of consumers believe that small businesses with websites are more credible than ones without an online presence”  (source)

Boost Sales and Grow Your Business

Your website is often the first interaction policyholders have with your business, so it’s essential to get it right. 75% of consumers admit to making judgments about a company based on their website design (source). A positive experience on your site can prime users to purchase and boost customer satisfaction.

4 Useful Tips for Improving Your Insurance Lead Generation Website 

Focus on Mobile-First Design 

Consumers are increasingly using their phones to research new products and services, particularly regarding local businesses. More than 40% of online transactions are now made through a mobile device instead of a computer (source). And mobile search queries containing the phrase have grown by more than 100% since 2018 (source).

Your website must use responsive design— meaning it automatically adjusts to the screen size of any mobile device. Mobile-friendly websites use simple layouts and minimalist designs to ensure they are straightforward and easy to navigate.

Use SEO to Your Advantage

Search engine optimization— the process of optimizing your website using so that it appears as a top result on search engine results pages (SERPs) when a user searches a relative keyword— is one of the most useful tools in insurance lead generation.

Insurance-related keywords are among the most expensive keywords in Google Ads, and competition among paid search advertisers is fierce. With some keywords costing upwards of $50 per click, organic search can save your business a whole lot of money in the long run.

To interact with your agency’s website, users first need to be able to find it. While Google uses over 200 variables to determine your page’s final rank, here are a few SEO tips to improve your site’s SEO performance:

• Optimize title tags and meta descriptions with targeted keywords
• Secure your connection by using a URL that begins with HTTPS instead of HTTP
• Fill your site with high-quality content that is rich with relevant SEO keywords
• Ensure your pages load quickly (ideally, in 3 seconds or less)
• Establish quality backlinks

These days, search engines are the new Yellow Pages. In fact, 97% of search engine users search online for a local business (source). You should also consider investing in local SEO by using keywords specifically tailored to your local area.

Create a Blog Filled with Useful Content 

There’s a saying in insurance digital marketing that content is king. For your website to truly succeed, it needs a blog. A well-written blog establishes your authority on insurance-related topics, attracts traffic to your website, and aids policyholders as they research products and services.

In addition to blog posts, you can make your site more enticing by adding other types of content and interactive features, including:

• Quote Generator
• Calculator
• Webinars
• E-Books
• Quizzes

Make Your Contact Information Easy to Find 

Most insurance customers prefer to speak to an agent over the phone or in-person before making a final purchase decision. 74% of consumers research insurance purchases online, but only 25% end up making a purchase online.

It is vital that your contact information is easy to find on your website. In addition to a Contact page, consider putting your address, phone number, and email in the sidebar, header, or footer of your pages where users can easily find it.

If your insurance business needs support building a strong online presence, Asset Digital Communications can help you generate leads, boost sales, and keep policyholders satisfied.