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How your website, reviews and automations work together to help you close more leads

September 14, 2023 by ClientCircle

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Unless someone hears about your insurance agency from a friend or a family member, prospects can rarely tell you exactly how they learned about you. It’s almost always a combination of things, including reviews, your website, communications and other factors.

Many insurance agencies will focus on just one of these channels, but to stand out in a saturated market, you need all your tools working together for you to help you close more leads and sell more policies.

Establish a review strategy

When it comes to reviews, it’s not all about the quantity. In fact, collecting too many Google reviews at one time can hurt your Google ranking. Instead, focus on collecting high-quality reviews consistently over time. You’ll rank higher in Google search results and prospects will be able to see recent positive reviews.

If you want to receive a steady stream of positive reviews from your customers, you have to ask for them. Start by identifying which of your clients are most likely to recommend your agency through a simple survey. Once you’ve found your promoters, follow up with them to ask for a review. Consumers are actually most likely to leave a review when asked by email, according to BrightLocal. This is great news for your agency because you can automate your review request process with well-timed emails.

Enhance your website

Aside from having a beautiful and functional insurance website, you should make it easy for prospects to get in touch with you. Add web chat to your website and make sure your team is notified and can respond quickly when someone wants to chat with you. If it’s after business hours, set up a message to let your website visitors know when they can expect a response.

Include forms throughout your agency website so prospects can request a quote and provide you with the necessary information at the same time. This will help you get back to prospects with a quote more quickly and you can even kick off prospecting campaigns to follow up automatically.

Make sure all your website copy is well-written and unique to help improve your search engine optimization (SEO).

Finally, display positive testimonials from your customers on your site so prospects can see how well you treat your clients.

Send meaningful messages at the right times

As an insurance agent, you stay busy year-round. It’s easy to let following up with prospects slip through the cracks when things get hectic.

Instead, find a way to automate your prospecting with well-timed messages. Once you receive a new prospect’s contact information, set up a series of emails, texts and even handwritten cards to reach out automatically.

Even if a prospect decides to purchase insurance elsewhere, you now have their 'X' date and can reach back out again before their policy renews in six months or a year. You don’t have to remember to do that yourself—use prospecting automations or our sophisticated relationship management tool, Journeys, to follow up at the right times.

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*Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.