SEO for Insurance Agencies: Establishing Goals

This post is one of a series about SEO for Insurance Agencies, focusing on landing page optimization. In all, this series will cover establishing goals, research, implementation and evaluating and reacting. This is a basic structure I learn in my Internet Marketing class at Ithaca College. What’s not basic is the individual goals and how to use them the insurance agencies. I wanted to be very specific about the process, so that you can read these posts and be a DIY insurance marketing guy. In this and the subsequent posts I will walk you through a process to create a landing page that will increase the good leads your agency will get online.

Goals, as you know, are necessary for any process, and I’ve heard this over and over again, but I always want specifics (e.g. what are these goals?). For the insurance agency I’ve segmented out four that are crucial for creating a landing page that converts (number of people that complete your goals).

Get a Quote

You’ve seen this, it’s that box on the first page of an insurance website that jumps out at you (hopefully). Give the concerned and overly parsimonious visitor something to compare with other companies. This is the most important goal when you want to get interaction and build that initial relationship. Lets face it, the average potential buyer is price conscious penny pincher, we need to compensate for that attitude.

Give The Go Ahead

This might come after a Potential requests a quote or it can be a request for the quote. It’s a request to have your agency contact them or they contact you. When determining if this goal is right, ask yourself “does this person want direct contact with a person?, are they computer savvy?, is your company well known to the customer?, and do they need to give out personal information?”

Reduce Cost Goals

Getting people to pay online or automatically from their checking account is can save you time and money, but more importantly is that the benefit the customer receives is the same. But, when making that decision to uses the Reduce Cost Goal, weight the options of 1) getting new clients verses 2) improving the relationship with current clients. This decision can change from agency to agency.

Request Constant Contact

An email newsletter can build a strong bond with current customers and, less likely but possible, build a relationship with potentials. This goal can be incorporated with your social media efforts. You might want to get them to follow you or your agency on Facebook, Twitter or Linkedin. Once again, this is determined by your company’s own goals and direction.

You can couple these goals together, rotate between them, and/or build a landing page and run a campaign for each, but remember that the fewer options the more likely the path you present is the right path to take.