Insurance Marketing New Year Strategy #7: Turn Your Insurance Website into a Lead Generation Workhorse

So far in the month of January, our Inbound insurance Marketing website has generated 11 leads – all on its own. That’s without the help of any traffic drivers such as pay-per-click advertising or direct mail. Not bad for a boutique advertising agency that specializes in the very narrow niche of insurance.

Have you ever wondered why some insurance websites generate leads while others don’t?

• It’s NOT about looks. There are plenty of beautiful websites that simply pose and look pretty.
• It’s also NOT about technology. You can stock your site full of videos, calculators and other technical widgets and still never generate a lead.
• And believe it or not, it’s not really about search engine optimization (SEO) although traffic certainly plays a role. There are millions of websites out there that get a lot of visitors and very few lead conversions.

The ONE THING that turns insurance websites into lead generating workhorses is … compelling offers.

Consider this - According to a new study by the Corporate Executive Board, business to business (B2B) customers contact a sales rep only after independently completing 60 percent  of the purchasing decision process. That means that when visitors arrive at your insurance website, they aren’t looking for your phone number … yet. They are looking for information to aid with the purchasing decision process.

Information can come in many forms – from compelling on-screen content, to a helpful blog. However, these two things, on their own, still do not generate leads.

If you want leads, your website has to feature compelling offers – in the form of instantly downloadable content. With offers, you ask visitors to give a little, so they can get a little. In other words, visitors have to complete a few fields in a form in exchange for your downloadable expertise. Those who are truly interested in buying (eventually) are usually more than willing to hand over some information about themselves in exchange for empowering information.

Examples of good insurance marketing offers include:

• Case studies
• Buying guides
• How-to manuals
• White papers
• Checklists and worksheets
• Product/service comparison sheet

Any information that your prospects need to make an informed buying decision can usually be turned into a compelling offer on your website. Think about what your prospects don’t know or should know. Figure out about how their most painful headaches can be solved, and offer advice in the form of a downloadable content offer.

Now that you know the ONE THING that generates leads on websites, there are a few other pieces of information you should have – such as … how to build a compelling landing page and how to drive traffic to your website so that people are there to convert on your offers. We’ll cover those topics in the next two blog articles – so subscribe in the top right corner of this screen if you haven’t already done so.

P.S. Do you have an offer that’s generating leads on your insurance website? Share it in the comments section below.