As the owner of an insurance business, you're likely interested in increasing the organic traffic to your insurance industry website. More traffic means a higher chance of converting visitors to customers, and that can result in a better bottom line. But to increase your traffic naturally, there are a few specific things you'll need to consider.
For example, the type of content you're providing needs to resonate with your audience. They'll be looking for you by using specific keywords, and your competitors will use those keywords, as well. The goal is to rank more highly for those keywords than your competition does, so potential customers will find your site first.
But that's not the only thing to think about. You also need to know how to hire a content writer who can provide you with the right type of insurance content, what platforms to use for marketing, and how to track analytics so you can see how well you're doing. Gaining organic traffic can seem simple, but it's not always easy. Here's what to consider, so you can look at all the vital areas and improve organic traffic numbers to your insurance website.
Know What Content Your Audience Wants
If you aren't sure about your audience and don't understand them clearly, you probably won't see much organic traffic to your insurance website. Some people will stumble onto it, and some will arrive looking for information.
Most people who come to you will want to purchase insurance products, or at least get a quote. If your site is confusing, or people can't find what they want, they will not stay on your site and keep clicking around. They'll just go to your competitor's website instead.
You may not be able to guarantee them the lowest price. Keep in mind, though, that price isn't the only thing that matters when selling insurance. You can provide quality and value in your policies and your website content, as well. By showing visitors your industry expertise and being clear about your offerings, it's easier to convert visitors into customers.
Informative articles about insurance are excellent choices for your website, and so are blog posts. Both types of content can help you bring in organic traffic more easily when they're well-written and use keywords effectively. Also, consider your homepage, and make sure it's clear what you do and what you can offer. Potential insurance policy buyers shouldn't have to hunt all over your site to see if you even offer the policy they're looking for.
Focus on Insurance Industry Keywords
The right keywords are important in the insurance industry, and they need to be plentiful on your website. Ideally, you want to be at the very top of the search results, or at least as close to that spot as possible. For example, some of the most common insurance industry keywords include:
- car insurance
- life insurance
- home insurance
- cheap insurance
- insurance quotes
- business insurance
- liability insurance
- insurance agents
Using those keywords, and adding phrases like "near me" can help increase your organic traffic. Also, remember to consider geographical keywords. You may not even be in their town. Maybe you sell insurance nationwide. But using keywords to target their location can help them find and buy a policy from your company.
You can't cover every insurance-based keyword or keyphrase. That's just not realistic. But you can use a keyword tool to find the most common and highest-ranked ones. That way, you can use them on all your pages to help people find your site organically. Then when people search for the insurance they need in their local area, you'll be at or near the top — and more likely to get their business.
Use Top Sites in Your Industry as Examples
There are plenty of high-quality insurance sites already online. If you want to compete with them, or be one of them, you need to consider which are ranked highest and seeing the best performance. That helps you understand how to build your own site or change the one you already have. Careful optimization for a keyword makes a difference, and you want to be able to outrank your competitors.
Sometimes, it's not a specific keyword or area, such as problems with geographic ranking. At times, you may find that your insurance website just isn't ranking highly at all. Why? Is it something you're doing wrong, or something your competitors are simply doing better? Figuring that out can be the start of something big for improving the organic traffic to your insurance website.
Here are the top two insurance websites by traffic and what they're doing right.
Progressive — one of the reasons they rank so well is that they have lower rates than many of their competitors. They're also a "big name" company, and nearly everyone has heard of them. Their commercials are all over TV, too. People go to their website deliberately, but they're also high in the search results because of their strong websites and quality keyword strategies.
Geico — this company is popular for many of the same reasons as Progressive. It also offers low rates, a lot of different policies, and bundle discounts. But there's more to the story than that. There's also the cute gecko that's in all the commercials, and the company is a household name. It's easy for people to find Geico, and it's easy to use their website to get a policy through them online in just a few minutes.
Every high-ranking site in the insurance industry is focused on making sure clients can find them quickly and efficiently. They rank highly for the kinds of insurance they sell most often and for people looking for policies they can buy online with just a few clicks. Because sites like Progressive and Geico understand their target market very well, they're good examples for other insurance companies to follow.
Consider Tracking Tools to Increase Site Traffic
If you're in the insurance industry and your level of organic traffic isn't where you want it to be, it could be a simple fix. How will you know, though, if you aren't tracking your stats? You have to understand where your traffic numbers are right now, so you can see about making changes that will help you improve.
With the right tracking tools for the insurance industry, you can see which visitors are coming to your site and where they're coming from. You may be ranking for something you didn't really expect, and you may benefit from making adjustments to your optimization. Then you can rank for other keywords that will be more appropriate, as potential customers search for the policies you offer.
It's not just your keywords that could be affecting your traffic, and you'll want to track more than just which keywords you're using on your site. For example, take a good look at the people who visit your site but don't stay. Your bounce rate is important because it may indicate that visitors don't like what they're finding. You can't capture the business of every visitor. But if the vast majority of them are leaving without buying, or at least getting a quote, there's probably a reason.
Click-through rates on your marketing emails, conversions from social media links, and other analytics also matter. You can't please everyone, and you can't get everyone to be your customer. But there are plenty of ways to get more people interested and keep them coming back. You want your insurance website to be popular and get a lot of traffic. But if the people coming to it aren't becoming customers, all the traffic you can bring to your site isn't really going to matter.
Focus on the Right Platforms to Increase Traffic
Increasing organic traffic is easier to do when you're using quality keywords to get found. But the people who are looking for you may not always use those keywords. How else can they find you, and how can you sell them something that they might not have even known that they needed? One way to do that is through social media.
The big three platforms — Facebook, Twitter, and Instagram — are usually the right choices to help people locate your insurance industry website. These are some of the biggest websites for social media interaction, but they're also great choices for companies to interact with their customers and potential customers too.
You might retweet some valuable quotes about insurance, or even answer insurance questions on Twitter. You can sponsor insurance posts on Facebook for people in your target market. Maybe you want to show off your new office space or the ribbon-cutting for a new location you opened to serve more customers. Instagram is a great place to do that since pictures of interesting people and events are what make it such a popular site.
Also, consider LinkedIn, especially if you sell business lines of insurance. Since a lot of professionals and companies use LinkedIn for networking, you may be able to get some good organic traffic from being active on that platform. You can join groups, link up with people who sell related products (such as people in the auto industry if you sell auto insurance), and develop a presence that potential customers can find.
Once you have a strong presence on those sites, people start to recognize the name of your insurance company. They think about you more because they see you in their feeds as they travel around the internet. That helps them look to you when they have insurance needs and can also get them to recommend you to others. It's important that you keep up with your presence on these sites, though, so people see that you're serious about interacting with your customers.
Hire an Insurance Industry Content Writer
Hiring a writer can be one of the best ways to address any traffic and content issues with your insurance industry website. There are many nuances that go into optimizing content for keywords and phrases, and you don't have to take on that task yourself. If you're trying to run an insurance company, you can benefit by putting the content writing into the hands of people who are used to doing it. Contracting out to professionals is the way to go when you need to see better website traffic numbers.
Having quality content on your site matters, but so does making sure potential customers can find that site. With the right writer to help you, both those things are possible. You can sleep better at night and look forward to tracking all the analytics and information. You'll see your insurance industry website rising in rank and getting found by more people who need your services.
Ready to choose a great writer who can provide you with quality content for your insurance industry website? Scripted can help you locate an insurance industry writer that's a great fit for your needs. Not only will that give you the content you need to start seeing your organic traffic increase, but it can also give you a better bottom line for your company, and more peace of mind for yourself.