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Your Agency Website: 3 Effective Lead Generation Tactics

How can you take full advantage of your agency website? First, you need to fully understand your lead gen opportunities and the best practices that go along with them.
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As the hub of your marketing efforts, your website serves as ground zero for information, education and lead generation.

But how can you take full advantage of this marketing tactic? First, you need to fully understand your lead gen opportunities and the best practices that go along with them.

In the simplest terms, lead gen forms give your website visitors the opportunity to fill in their information, making them an instant lead. Here are three effective types of lead gen opportunities you can leverage in your agency’s marketing efforts:

Landing pages. Landing pages are pages on your website designed for a singular purpose, such as generating leads. They live on your site, but only contain relevant information for the goal you have in mind. While visitors can click around to the rest of your site, the goal is to gather information and request a download.

Gated content. Gated content refers to landing pages that are locked from public view. This marketing strategy involves providing a piece of content to your website viewers in exchange for their information.

Website widgets. Another great way to generate leads is to add widgets, or small forms, to your website. Website platforms provide different options, including “Have a Question?” and “Sign Up for Our Newsletter” widgets. Some robo-technologies also offer specific forms that insurance agents can easily embed in their websites.

You can’t afford to have a website that’s simply an online brochure. Lead generation tools and strategies will help you grow your book of business and insurance practice digitally.

Craig Faulkner is founder & CEO of FMG Suite, which offers a complete inbound marketing solution for independent insurance agents.

Lead Gen Best Practices

  • Consider friction when designing your lead gen forms. “Friction” refers to the difficulty your website visitor faces when they attempt to take an action. Make it as easy as possible for them to accomplish what you want.
  • Don’t ask for too much information on your forms. It may be tempting to try to squeeze every piece of information you can out of a website viewer on their first visit, but using too many form fields actually decreases your conversion rate.
  • Place your forms in strategic locations that prompt action. For example, consider placing a form on your homepage, or at the bottom of a page that explains a complicated topic. —C.F.

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Tuesday, June 2, 2020
Sales ＆ Marketing