An Insurance agency’s website should be a tool that helps the agency’s marketing efforts succeed. Instead, the site often becomes a business expense.
The reason for this is because the website is not seen as a tool but rather THE marketing product itself. Many insurance agencies buy a new website then get active on social media and that is the end of their marketing initiatives. However, if you want to use your website to see marketing success and business growth, you will need to look at your website in a different light.
In this blog article, we are going to walk you through how to use your website in a way that will lead to improved marketing success.
Understand that your website has a purpose
Before we dive deeper into this subject you need to understand that your site should have an actual purpose and function. Many insurance agencies have a misunderstanding of their site, or at least, are not effectively using it to accomplish their business goals.
The reason, I believe, is because they have never really thought about their website beyond something they knew that they needed to have. Allow me to help shape your understanding of how a website should be used by first changing how you look at it.
There are three ways you should look at your website:
- As a Tool
For starters, understand that your website is just a tool for your marketing efforts and business goals. In and of itself there is no power in it. If you think buying a new website is your key to better marketing results, I’m sad to say, you will be disappointed.
However, if this tool is used properly, and with an intended purpose, you will see an impact on your marketing results.
- As the Hub of your marketing
One function of your website is to use it as a hub of all (or at least most) of your marketing efforts. Most insurance agencies see their website as a billboard or online pamphlet, but we believe nearly all your marketing efforts should lead back to your website.
You don’t want someone just to watch your video or to like your post, you want them to come back to your website where they can contact you or go deeper into the sales funnel.
- As a Salesperson
Lastly, think of your website as an additional salesperson. Your website should not just be a place where clients come to find your phone number. It should play an active role in the daily growth of your business.
Your website should be able to educate prospects, generate leads and bring prospects through the sales funnel.
That being said, you also need to treat it like you would a salesperson who you wanted to succeed. That means spending time on it and investing in its success.
Once you stop looking at your website as a billboard or necessary evil and start looking at it for what it can be, then you can start using it in conjunction with the rest of your marketing efforts for business growth.
4 Ways to use your website for success
If you have invested in your website because you know that in some way, shape, or form it will aid in your success than kudos to you! As I’ve already mentioned, your website will play a vital role in your agency’s inbound marketing success.
However, I need to caution you, while these are ways that your website can be used for successful growth, you will have to do the work. Buying a newer, fancier website will not be the key to receiving these benefits.
Now, let’s discuss a few ways you can see improved success through your website.
The most useful function of a website, and what everyone really wants, is to generate leads. The main reason that many insurance agencies decide to update or buy a new website is in the hope of generating new leads. But, there is more to generating leads than buying a new website.
The main way to generate leads with your website is through SEO. In order to generate leads with SEO, you need to create content on your website that focuses on your buyers’ needs, questions and pain points. This is usually done with a blog.
There are some additional ways to generate leads using your website but the website plays more of an assistant role than the main tool. We will see bits and pieces of this in the rest of the blog.
But for now, I want to ask you this. If generating leads is part of your business goals, is your website playing an active role?
Assisting in the marketing process
I mentioned earlier that your website should be a hub to your marketing efforts. That is because, as the central point of your digital marketing activities, your website can assist in many aspects of the marketing process that will lead to improved results.
- Converting web visitors or prospects to leads with capture forms or a chatbot.
- Providing a place for a prospect to learn more about you and contact you.
- Being an engagement tool for social media posts and digital ads.
- It allows you to laser focus your retargeting campaigns to prospects who are looking at specific pieces of content.
- Like I mentioned above, it can also be a source of marketing leads.
Your website is the hub that leads to improved success for the rest of your marketing initiatives. Whether it is a marketing campaign, social media post, digital ad, or what have you, your website can provide the necessary assistance to achieve the marketing effort’s goal.
If you are marketing your agency, does your website play an active role?
If it does not play an active role, are you seeing the results you want?
Assisting in the sales process
We often separate marketing and sales as two separate functions, but over the past few years, we have seen the relationship between the two grow closer. Because of this, your website now plays an important role in assisting your sales team. Here are a few ways how:
- It provides insights to sales as to what a lead is interested in. For example, if a commercial prospect visited 8 pages on safety, then your salesperson should focus the sales call on safety.
- It can warm cold leads. Many cold prospects or those in the research stage of the buyer’s journey are not ready to talk with a salesperson, however, your website can warm that lead until they are ready to speak with sales.
- It can be used as a sales tool for building trust, education, and engagement. Sending a blog article to a prospect builds trust, leads to higher conversion rates, and it also saves your sales team time by letting your website answer the prospect’s basic questions.
- It Provides branding opportunities and builds trust when salespeople prospect or cold call. What do you do after speaking to a salesperson you don’t know? Google them and see if they are legit right? Your website can help brand your salespeople during this time and also give the prospect the next step to take.
Your website is not just for marketing. It can help your sales team build trust, warm cold leads, and more effectively convert prospects into sales.
Does your sales team use your website as one of their sales tools?
Does your website provide opportunities for better sales results?
See what’s working and what’s not
Being the hub of your marketing efforts provides your website with the unique positioning that allows you to see what is working and what is not within your marketing efforts.
- How are people coming to your website?
- How many people are coming to your website?
- What pages are they viewing?
- Which pages lead to conversions and ultimately customers and which don’t impact the bottom line.
- If using ads or social media, you can post blogs and see what type of content people are interested in and what leads to customers vs clicks.
Let’s face it, not everyone who sees an ad or reads our email is going to do business with us right away.
But, with your website, and help from an analytics tool, you can get a better understanding of how well different marketing campaigns are working based on what users are doing on your website.
How does your website fit into your plan for marketing success?
Many insurance agencies invest in a new website and hope for the best but never really see a return. That’s because they are not maximizing the tool.
Your website should be a foundational piece of your marketing success. If it’s not, here are a few questions to consider:
- What’s your marketing strategy? Without a strategy, a website is just a billboard. Your website can be a powerful tool, but only if you have a plan to use it as such.
- Do you have the right tools for your website? When my partner Mark Reilly owned his insurance agency, there were some who scoffed at how much he spent on software to go along with the website. But his feeling was that a cheap website that didn’t generate a return was more expensive than his tools which did. Having the right tools are essential to maximizing your website’s earning potential.
- Are there holes in your marketing and sales initiatives? Where are your efforts lacking or where do they seem to fail consistently? This may be the perfect place to start utilizing your website for business growth.
We are not website people. We do not build or sell websites. We are marketing and salespeople, managers and owners. We understand that a website is a tool that can be used for business growth, and in itself, is not the end product.
At both our insurance agency and also here at InBuzz, we utilize our website as a tool for lead generation, marketing success, sales success, and business growth. We hope with this information you can do the same.
Let us know if you have any questions or would like to hear how we have utilized our website for success.