Your Insurance Agency Website: 3 Tips for Converting Online Visitors

Is your agency’s website experiencing a lot of online traffic but not enough conversions? If your answer is yes, take heart in the fact that you are not alone. Today’s insurance agency websites aren’t set-it-and-forget-it marketing tools.

As the face of your agency, your website requires monitoring and attention not only to drive visitors to your page but also to get them to convert. In the insurance industry, a conversion is often associated with a quote or sale. However, in the online marketing world, a conversion happens every time a visitor completes a dwebsite conversionsesired action on your website and can include:

  • Reading, liking, sharing or commenting on a blog post.
  • Making a payment or policy change online.
  • Subscribing to your agency’s newsletter/blog.
  • Completing a customer service or contact form.
  • Clicking on a social media link.
  • Downloading policy forms.
  • Filing an online claim.

If you think that your high-traffic website needs a boost in the conversion department, the following three tips can help.

Get your website optimized. Search engine optimization (SEO) is a great way to improve conversion rates because it’s aimed at increasing your website’s visibility on search engines. This is important because if someone searching online needs help, your website can be the solution. SEO can also help make your website more user-friendly and keep visitors sticking around a bit longer. Take the time to have a discussion about SEO with your web-hosting service or to consult with a digital marketing expert.

Push out great content. To engage with website visitors, especially on an insurance agency website, post content that is helpful, provides solutions and demonstrates your expertise. For example, if your agency is in an area where certain climate issues are a challenge for homeowners (say, a coastal community that is prone to flooding, high winds or nor’easters), post informative content to help visitors learn more about products, services and resources to help mitigate losses. Do you specialize in a specific industry, such as agriculture or manufacturing? If so, post content relevant to what your agency does best, and include a strong call to action to request more information, get a quote or download an industry-specific white paper or brochure.

Design a website with a clear and simple call to action. What do you want visitors to do when they come to your website? A CTA can be a single word, phrase, image or button that asks visitors to take a specific action. Put even more simply, it’s a key element that asks visitors to do something. For example, do you want them to learn more about your agency’s multiline discount policy? If so, provide a button that, when clicked, directs them to the page where they can learn more. On that page, include another button for them to click to get a quote. You get the idea. But whatever you do, make sure your CTA is clear, concise and easy to navigate, and use simple language.

When attempting to increase website conversions, you should expect to deploy a number of strategies to experience the best results. Once you get started, give your new changes some time, and be sure to monitor your results to see what’s working and what isn’t.

Now you can spend more time converting online visitors to your website and less time sitting in a classroom completing your continuing education credits. At FastrackCE, we offer courses on a broad range of topics, including most state-mandated courses, such as ethics, flood, long-term care and annuity training. For more information, call 800-544-3605, or visit us at

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