How exciting is it to open an email to find your website has sent you a new lead?Regardless of the nature and size of an organisation, a website is an essential business tool.
It is essentially a salesperson that you don’t have to pay very much every month!
The look and feel of a website plays a big role. However no matter how good it looks, it needs to be able to grow your business and attract new prospects. You don’t have to have a massive budget to spend in order to do this.
There are few actions to take when developing and managing your website which will make sure your website works hard for your business. Chances are good that you just need to make a few tweaks and changes which can turn your website into a first-class salesperson who works 24 hours a day.
Once your website has the right look, organization and content (and a bit of marketing behind it), it can do amazing things for your business.
Here are 9 website tricks you need to know about.
Get the word out
People will buy from people they recognize, like and trust. In order to do that, they need to learn a bit more about you first.
You could do this by letting them learn more by having endless meetings and consultations or you could have a website that will basically do this job for you.
People need to know that you have a website though, and as long as you have something of value to offer them, prospects will find it and will also refer other people to it.
There are a number of basic ways for you to start to get the word out:
- Install Google Analytics. Get great insights into your website visitors.
- Install Google and Bing webmaster tools. These tools help to make you aware of any errors on your site.
- Publish your website URL across all your social media channels.
- Brand your vehicle with your website URL clearly visible.
- Have your website URL on your business card.
- Create a sitemap and submit your site to search engines (Google, Bing, Yahoo).
- Submit your URL to local online business directories.
- Make sure all your pages have unique meta-data: title tags, meta descriptions and h1 tags.
- Contact websites within your niche, which compliment your site, to request to exchange URL links. Create a page for ‘Useful Links’.
- Test your website works on mobile.
- Contact friends via email and social media and ask them to share your website.
Ever changing technology can make a website feel old and outdated. It can be an expensive exercise to revamp it and it doesn’t also necessarily guarantee results.
There are however some things you could do to make sure that the user experience on your website is pleasant, helpful and more useful without costing you an arm and a leg.
Here’s what you can do:
- Make sure your site has enough white space. It makes your content appear more legible and it also enables the user to focus on the elements surrounding the text.
- Make use of Bullet points. Bullet points will enable the user to get all the information they want quickly. For example, list all the benefits of life insurance, key features of the product and the service you are offering. Your propositions will appear more attractive this way.
- Your website need to look consistent. The choice of font, colours, heading sizes, images and titles etc. should all be aligned and coherent. Any drastic design changes to your theme will catch the user’s eye and drop their interest.
- Make sure all your links work. If a user encounters an “Error 404” they will be annoyed and will think twice about spending their time on your website. You can services like Broken Link Checker to make sure your site doesn’t have any.
Sell without selling
Let them buy, instead of you selling.
Instead of just outright selling, your website must have the following useful information which will enable the user to make an informed decision and have the ability to easily contact you from their website.
Your site should:
- Simplify the benefits of doing business with you.
- Answer questions or objections your prospects may have.
- Get them to take action by signing up, sending an sms or calling.
Here’s a good example of a site encompassing all of the above:
Calls to action
Clearly marked call-to-actions with an action word (like the one above), helps a website user to more easily navigate a site.
The words you use for your button should include a verb/action point that will entice the user to take action.
It needs to be bold, time sensitive and action-oriented.
Another good example is Dropbox, who have a simple design with a lot of white space. Everything is simple and minimal and thanks to this, the blue “Sign up for free” call-to-action button stands out from everything else.
Use Images (wisely)
Stock photography is often recommended, but it can stand out as generic and fake.
There are many studies that support that while stock photography can be high quality, it fails to create a connection between the user and the company/brand.
You don’t want these connotations to be linked to you or your agency.
Replacing a stock photo with an image of your own, like one of you and your team for example, will make your agency look more approachable as opposed to a model who has just stepped out of a magazine!
Only your own actual images will be able to convey your agencies brand the way that you want it to.
The right images used strategically on your website should support the content and allow users a visual break from lengthy text.
Here’s a great Infographic about selecting images:
Fast download speed
This may sound obvious but waiting for a web page to load for too long is one of the most frustrating experiences for users of the web.
People use a variety of devices to access the web and regardless of the type of device, they expect fast results. If they don’t, they bounce to another site. This can be monitored using Google Analytics, which will be measured by your websites bounce rate.According to statistics, just a 2-second delay in load time during a visit results in… Click To Tweet
To find out how your site rates on speed, Google provides a free service where you can check your page speed. It also provides tips to improve your sites speed.
If you have a Life Insurance calculator and the ability to provide quotes on your website, you will be able to offer your visitors something compelling in exchange for their contact info.
Within the calculator, they should provide their cover requirements and at least provide the following contact information so that you can get in touch with them:
Thereafter the website can provide the prospect with the lowest estimated cost.
Once calculated and you’re informed about the lead, you can contact the prospect to give a proper quotation.
Get to the top
If anyone’s in need of life insurance, there’s a high chance that they will use a search engine, so it’s vital that your site is picked up by them.
Often smaller companies think that only larger businesses can become page one of Google’s listings, but basically anyone can rank highly.
Your agency can achieve this by using the right techniques, but it’s going to take time and effort to get and remain there.
Search engines are constantly changing making it more complicated, which means that SEO needs to be an ongoing part of this effort.
It is going to require doing the following to achieve off-site optimization:
Here are our top 10 tips to get there:
1. Search engine submission
It could take a while for search engines to find your site, so speed things up by submitting your website to the most popular search engines like Google and Bing.
2. Social media marketing
Getting involved with social media sites is an essential step to take when you begin to build your online reputation. To do so, you need to sign up with the most popular social networking sites like Facebook, LinkedIn, Twitter, Instagram and Google+. Be sure to include your website URL within your profile on each of these networks.
You need to create a profile of your own which will allow you to extend your online network of contacts.
3. Creating blogs
Having a blog is one of the best ways to promote your website online. You need to produce unique content which includes “how to” lists, tutorials and infographics that will allow search engines to crawl your site more often. To discover what people are most searching for online you can use Google Trends, this tool will help you to find the best topics to cover.
4. Blog Marketing
Visit other blogs within the same niche as yours and post comments in the comments section and include a link to your blog. Again, these links can then be crawled by search engines, which will help to direct them towards your site. Many blog owners will need to approve your comment so ensure relevance and helpful commentary. Popular blog comment plug-in Disqus allows you to create a profile with links to your own site.
Get involved with forums online which are relevant to your sites niche. Offer advice, reply to threads and answer peoples questions. Also try to use “Do-Follow” Forums, whereby you can include a link to your site.
6. Google Adwords
Google Adwords is the only easy way to quickly get to the top of search results, but it’s costly. On average, the cost per click is between $1 and $2 on the search network. The term ‘Insurance’ has one of the highest costs per click and can range from $1 all the way up to $54 per click, depending on the region you are targeting.
7. Photo Sharing
If you have placed any of your own images on your site, you can share then on major photo sharing websites like Flickr for example. People will be able to see them and comment on them and will hopefully follow the link to your site.
8. Video Sharing
Similar to the photo sharing, if you have any videos that you have used on your site, submit them to sites like YouTube which will allow people to find your content in other ways.
9. Local Listings
It may be useful to list in a local directory as there may be local directory websites which promotes your local business. So instead of going global and facing huge competition, search engines can easily view your website and fetch the content, in line with local searches helping you reach a targeted audience.
10. Answer questions
Actively participate in answering questions on sites like Yahoo Answers by answering and asking relevant questions on your site niche. This will help to build up your reputation as someone that is an expert in your chosen field.
In the source section, you can place a link to your website so that
people can easily find your site.
It may take some work, but it will enhance your site’s overall online influence.
The lead is just the beginning
All of this work needs to pay off in the end.
Once you get a lead, your website and office must be equipped to handle the leads effectively. It must also be consistent with the message you portray on your website.
Developing a defined identity begins with your website and is carried through your marketing activities and collateral, stationery and other business activities.
This in itself may present your business with many more leads than your office is set up to handle so you need to prioritize the leads and your staff need to be trained to handle website generated leads.