Increasing Organic Traffic to Your insurance Website: The Complete Guide

Published by Jubilee Heutmaker on Monday, January 24, 2022 in Content Marketing, Content Marketing, Insurance.

Anyone who owns an insurance business likely understands that bringing in good clientele is key to staying afloat. Clients who need and want your services are the lifeblood of your insurance practice. But in order to bring more clients in, those potential clients have to know where and how to find you. They also need to see what you have to offer, and if it fits with what they're looking for.

You can encourage all of that by increasing the organic traffic to your insurance industry website. But how do you increase traffic? What can you do to improve your website ranking, so more people will find you more easily? There are plenty of good ways to raise your standings on Google, and a number of options to increase traffic to your site, as well. Here are a few of the most important things to consider.

Know What Your Audience is Looking For

Understanding your audience is extremely important. Yes, they're looking for insurance. But what kind(s) do they need? Are they mostly interested in price, or in options? Do they currently have coverage? Will they call you if they can't get a quote online? The more you know your true target audience, the more you can use social media and content marketing to reach out to them effectively.

The right keywords in your social media posts and on your website will help to increase organic traffic, and market research can help you locate those keywords effectively. That's because you'll be clear on what your potential customers want, so you can use the terms they'll be searching for throughout your advertising and website copy. Even the best website won't rank well without good keywords.

Focus on Keywords for the Insurance Industry

The right keywords for your industry should be plentiful on your site. When done correctly, that can help you rank at or near the top in the search results. Customers are more likely to click on the higher-ranking sites, so you want to be sure you're one of them. Some of the common keywords you'll want to consider for the insurance industry could include:

• home insurance
• liability insurance
• insurance agents
• car insurance
• cheap insurance
• insurance quotes
• life insurance
• business insurance

When you couple those types of keywords with the geographical location, and with phrases such as "near me," you help customers find your site more organically, through online search engines. Even if you're a nationwide seller of insurance, you want to target specific towns in your advertising and through your website. That way, more customers looking for insurance that's available in their area will find your website.

The Right Platforms Will Increase Your Traffic

Sure, quality SEO is valuable when you're looking for organic traffic. But consider that the people looking for you might not always search in exactly the ways you expect. You also want to sell people on your insurance company and policies, even if they aren't actively looking for insurance. For example, you could target people who already have coverage, in an effort to get them to switch to your company, instead. 

How can you reach people who don't know they should be looking for you? One of the best ways to work on that is through the "big three" social media platforms — Facebook, Instagram, and Twitter. These are great choices to create engagement, and get people looking at the quality and value you can offer them if they work with your insurance company instead of your competition.

You can have an "ask the agent" day on Twitter, for example, where people can @you with their insurance questions. Also, consider putting pictures of happy customers and the items you're protecting (houses, cars, etc) on Instagram (with customer permission, of course!). There are a lot of ways to engage with people, and also work in SEO and strong keywords for great content marketing.

If one of your insurance lines is business, you may want to think about having a strong presence on LinkedIn. That's a more professional site, and a lot of businesspeople use it for networking opportunities. You may get good traffic from using the platform, since there may be businesses in your local area that need or want to change insurance carriers. Joining groups and linking with people can help, as well.

Once you're set up on social media sites, you have a bigger audience that can locate you more easily. That doesn't guarantee success, and you still have to do your part, but social media is essentially free advertising. There's no reason not to use it, when it can provide you with additional opportunities for SEO and content marketing to help your insurance industry website see more success.

Tracking Tools Will Help You Spot Trouble Quickly

Depending on why your site isn't ranked highly, it might be easy for you to correctly any problems with the ranking and increase your traffic. But unless you're using tools to help you track your metrics, how will you ever know? Google Analytics can tell you a lot, but there are also other tracking tools for the insurance industry. To see more success, you need the right information!

A lot of people assume that they don't have the right level of SEO optimization if they aren't seeing enough organic traffic to their site. That could be what the problem is, but there may be something else that's putting people off or keeping them from finding you. To increase traffic to your site, you need to do more than just readjust the keywords. You need to check out your metrics, and make changes accordingly.

Your bounce rate, for example, is made up of people who visit your website but don't stay long. They "bounce" away and do something else. They don't go to other pages on your site, or stay long enough to read blog posts, get a quote, or engage in other activities. But why aren't they sticking around? That's a question you need the answer to, and good tracking tools can help you with that.

Another metric you'll want to take a look at is your click-through rate. For every pair of eyeballs that sees your marketing emails, for example, there will be some people who click through from that email and go to your site. A low click-through rate may mean that your marketing emails aren't resonating with the people you're trying to reach. But without good tracking, you may not notice that as a problem.

Top Insurance Industry Sites Make Great Examples

It's no secret that there are already plenty of insurance companies, and most of them have good online marketing. If you want to compete with them, you'll need to study what they're doing. The goal is to understand how the competition is getting clients, and then do whatever they're doing, only better. Careful keyword optimization, strong content marketing, and the use of tools like Google Analytics to track your progress can all be very beneficial.

Here are a couple of the top insurance websites by traffic and what they're doing right.

• Progressive — This company is popular due to lower rates and a lot of marketing that helps make them a household name. But they also rank highly in the search results because they know what keywords to use. They make their site easy to navigate, and being able to get a quote and insurance online without needing to speak to an agent has a lot of appeal for busy people.
• Geico — Just like Progressive, Geico is popular for lower rates and ease of use. The company markets itself heavily, both online and offline, and makes it simple for anyone who wants insurance to just go to the site and get what they need. That convenience, especially when it's well-advertised, is a big draw for customers.

Every high-ranking insurance industry website puts its focus on making sure customers can find the site quickly and efficiently, and there's ongoing competition to outrank other insurance sites. Insurance is a competitive business, so an increase in organic traffic is significant.

Hire an Insurance Industry Content Writer

To address SEO, content marketing, an increase in traffic, and more, you should consider hiring a good writer with knowledge of the insurance industry. You don't have to take on the task of crafting copy, or trying to make sure the needed keywords fit in and sound natural. Instead, place your focus where it's needed — on running your insurance company.

The right writer will help you create or update a site that works for you and for your customers. It will also be easier for potential clients to find you, and see what you have to offer. As you rise in the search engine ranking, and use tracking tools to see what adjustments you need to make, you'll be able to order content that fits your current needs. That content will also broaden your reach, to bring in more clients.

Ready to find the insurance industry writer who's best for your needs? Scripted can help you do that today! Sign up for a 30-day trial, and explore your options for getting great insurance industry content. With a trusted writer to help you, you have more opportunity to get your website in front of clients who are looking for exactly what you have to offer.