Why are some websites so great at generating leads while others fail miserably? Consider these twelve essential elements of high lead generating websites. Some are quite simple, others more complex, but all contribute to highly successful lead generation for insurance agents.
Site Design with Leads in Mind
Successful lead generating sites incorporate design dedicated to lead generation, while also garnering the trust and interest of customers. However, other factors affect success:
- An easily found site
- A user friendly set-up
- A concept that reaches out to the target audience
- An adaptable design that adjusts to different campaigns
Most importantly, such sites provide visitors with a landing page that draws them in. While all site pages need up-to-date styling and content, the landing page must include a great layout, beautiful colors, and interesting textures, in addition to a clear presentation of services and benefits.
For some great examples of site design, check out UnBounce.
Social Status Counts
Effective social media, an appendage of successful websites, provides great lead generating potential. Social media posts receive a lot of attention, but to be effective, it must give viewers an easy way to get to the website – by making users search, you risk losing that potential lead. Make links to the website clear and plentiful. Additionally, include some website content on social media, especially options for requesting newsletters, downloading apps, and viewing featured products or services.
Find, develop, and use meaningful and eye-catching graphics. Consider a variety of graphics, including photographs, drawings, and infographics. Each has strengths; just be sure that graphics match the agency’s vibe and profile, and enable the image with links for more information.
Websites using graphics command greater power than those that do not because humans are hard-wired for quick processing of visual data. According to Wishpond:
- Videos on landing pages drive up conversion rates by an average of 86%
- Visual content easily transfers to social media and is well-suited to sharing
- Using infographics increases traffic by 12%, on average
- Visuals help posts receive more visits (94% more)
- Consumers click more on business search results with images
For loads of examples of stunningly successful website visuals, check out the 2014 Webby winners.
Gating content not only lends an air of exclusivity, but also makes people curious. However, follow through and ensure the content beyond the gate is valuable. The content must engage viewers and provide information that they might not otherwise obtain on the site.
Make the video communicate the site’s message rather than preaching it. The video should be vibrant, with presenters who speak to the viewers as if they were making a sales presentation in person. Finally, never forget about keeping registration forms simple: those with fewer fields have better completion success.
A Form on Every Page
Never make users search for a sign-up form. Every site page must have a form on it. Beyond that, forms must invite usage with simple questions not asking for too much information. While forms with six or more fields have only a 15% conversions rate, those with three to five have a conversion rate of 20%, and those with three fields have a conversion rate of 25%. Additionally, always have your contact number prominently displayed. Doing so allows users to call with questions and makes them feel more confident about the legitimacy of the site.
Few sites perfectly incorporate forms into site design, but check out these landing page examples to see how others do it, along with critiques on effectiveness.
People generally hate pop-ups, especially those that appear immediately after landing on a page. Nonetheless, pop-ups do generate leads (some dispute their effectiveness) but depend quite a bit on implementation.
- Forego immediate pop-ups and save them for the very last. Judiciously used, late showing pop-ups may salvage an otherwise lost lead
- Use a great headline for the pop-up
- Be sure the pop-up offers something relevant and valuable enough to prevent site abandonment
Plug-ins such as Opt-In Monster deliver a pop-up message that opens on a specific page just before a user is about to leave.
A Lesson Learned
Whether it is a webinar, a video, a virtual course, or an eBook, providing knowledge is a great way to generate leads.
- Free how-to guides portray the author and the agency as knowledgeable, approachable, and trustworthy.
- Sites such as Udemy offer both free and paying courses. Posting an instructional video or webinar on education sites, for free, but requiring registration, creates many leads. Just be sure your course lets viewers know about your agency.
- Create and promote a webinar independently and encourage viewers to spread the word about it
Once people sign up, always follow through with a responsive email.
Mobile devices are integral parts of successful site lead generation, but require specific handling to broadcast a message. A fair number of users are quick to leave non-mobile-optimized sites. People use cell devices very differently than they do computers, and mobile devices, due to their size, often present logistical issues requiring different approaches than those designed for computer use.
Due to space limitations, an important facet of effective mobile device lead generation is having short, targeted, and clear CTAs. However, the CTAs must still “speak” to users. Grabbing their attention may come from:
- A visual, such as a photograph, but use a single one, which does not overshadow the CTA message
- Including concise action words that engage users
- Creating link buttons large enough to be usable but small enough to fit on a small screen
Having a website accessible from various devices makes a huge difference in lead generation success.
Outstanding Content Everywhere
Competing for leads requires quality writing along with unique and eye-catching titles and information. Other types of content especially important to lead generation include:
- Trust seals that verify legitimacy, making users feel safe providing information
- Action verbs rule, so use plenty of them
- Dynamic CTAs, prominently and strategically placed, with a button begging a push (or click), and visual cues that draw users’ eyes to the button.
Bells and Whistles
All sorts of neat features are out there, but use only useful and accurate ones. Popular tools on insurance websites include:
- Insurance calculators
- Annuity quote engines
- Glossaries of insurance terms
- Human life value calculators
Tools that provide usable information engage potential clients in the process. The non-profit LifeHappens demonstrates great use of several such tools.
Testimonials are terrific lead generators. If possible, use them with photos and other media. However, even on their own, a great testimonial bolsters any agency’s credibility. Never feel shy about asking clients for a positive testimonial, and when one is received, always thank the writer. Additionally, be sure your website makes it simple to post testimonials.
CTAs that Feed the Sales Pipeline
CTAs must clearly convey the action desired from users, such as sign up for a free quote, register for a webinar, or sign up for newsletters. Knowledge of what should enter the sales pipeline helps create CTAs that keep users focused. Provide too many options, and they will likely choose none.
With a lot of thought and a fair amount of testing, finding the right combination of website elements can result in great success.