10 free and easy ways to drive traffic to your agency’s Web site

By | April 23, 2007

This isn’t exactly news, but by now most property/casualty agencies have their own Web site. And that’s good, but it isn’t good enough.

In addition to its mere existence, a Web site should be easy to use, informative, assistive, self-promotional, regularly updated, and most importantly, well-trafficked. To attract visitors, it must be promoted, both online and off. Without active marketing, it becomes a virtual ghost town. Lacking traffic, a site languishes, becomes outdated, and ultimately looks competitively laggard, the exact opposite of why it was posted in the first place.

Fortunately, there are plenty of free and low cost ways to drive visitors to your URL without massive spending, Internet sophistication, or even a great search engine position. All it takes is persistency. Below is a starter kit of ideas to help you expand your Internet presence.

Web site marketing tips

Send press releases to local papers, magazines, news sites and blogs that invite insurance consumers or businesses to download something of value from your Web site, such as a special report, discount checklist, or a white paper.

Turn a no into a link. Don’t walk away from every unsuccessful commercial quote empty-handed. Ask no-go prospects to exchange a Web link or an ad with your agency. If you handled yourself professionally during the proposal process, some will consent as a consolation prize. Then once you are added to their site, and visa versa, your virtual foot is in the door for next year’s renewal.

Trade links with commercial clients. Invite business insureds with active Web sites to exchange links or banner ads with your office. This action helps to lock out competing agents who try the above technique. Tip: Get familiar with banner ads by placing some on your own site. This act acquaints you with what’s involved in creating and posting one. Fully work out this procedure before asking clients or prospects to post them for you. Use a pro to design your banner or do-it-yourself. Search for “free banner ad designer” on any search engine for helpful links.

Start a web-ring. These consist of complimentary business sites that have banded together to form a circle. Rings encourage visitors to explore other member sites quickly and easily. Join an existing web-ring made up of local businesses — or initiate your own. Visit www.webring.com for details.

Embrace free listings. Post your site on every free Web directory that you reasonably can. Google [www.google.com/local] and Yahoo! [www.local.yahoo.com] are constantly evolving their local listings. Be certain to post yourself on them. Visit the sites for instructions. They list by business type, link to map pages that pinpoint your office, offer directions, and more. Also add your agency’s URL to the sites of your companies, local online Yellow Pages, and other no-cost locations.

Write an insurance article for a local magazine, newspaper, or trade publication. Include your URL in your professional biography. Interested prospects will make the effort to visit your site. If your article is published online, ask that the URL in your bio link directly to your Web site or a special landing page.

Tell callers about your site with a custom on-hold phone message. But don’t just mention your URL. Also tell them what to expect when they visit you online.

Add your URL to outgoing e-mail. Require everyone in the agency to conclude their business email signature with a link to your agency’s Web site.

Add your URL to stationery, including your agency brochure, letterhead, business cards, post-its, scratch pads, memos, envelopes, policy stickers, checks, and more.

Send out postcards to insureds and prospects announcing your updated Web site whenever it undergoes a major makeover.

Conclusion

You’ll never have as sophisticated a site as the national online insurance marketers. But, so what? You don’t need to generate millions in revenue. All you need to do is to enhance your agency’s image, provide information and services to existing insureds, and add to your prospect count.

To track these numbers, have your promotional links and banner ads drop a visitor on a special landing page on your site, one that ties into the driving message. For instance, link a Homeowners banner ad to a page such as www.youragencyURL.com/HO.htm. Landing pages make it simple to track the number of visitors that each link generates so; you’ll know which Web promotions work and which ones require retooling.

Topics Training Development

Was this article valuable?

Here are more articles you may enjoy.

From This Issue

Insurance Journal Magazine April 23, 2007
April 23, 2007
Insurance Journal Magazine

Salute to Independent Agents; Habitational Properties/Dwellings/Rentals/Seasonal; 1st Qtr Market Survey