How to Maximize your Page One Google Rankings

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First page search engine rankings don’t come easy. You’ve either spent many hours researching or hired a reputable SEO agency to help you master your online keyword ranking positions. But, with first page rankings on Google, Bing or other search engine, doesn’t always mean the new business quotes will begin flowing in. There is more that needs to be done. If you want more insurance quotes, follow these additional steps to ensure your first page rankings lead to conversion.

Professional Website – If you’re working with an SEO company, chances are they either redesigned you a new website or you had one built already. If you’re working with an old website, you may need to consider upgrading to a more modern, HTML5 website. Some things that may hurt your conversion include:

  1. Your site is not mobile responsive.
  2. You don’t have an SSL certificate.
  3. Your call to action isn’t obvious.
  4. Your site looks dated.
  5. Your site formats incorrectly on tablet or mobile phone.

If your site is more than a couple years old, it may be time for an upgrade. New websites look modern, fresh and it shows that you care about your business. After all, your website is the “face” of your business and is often the first impression for a new customer.

Domain Based Email – I’m shocked how often I still see professional insurance agents still using Yahoo, Gmail, MSN and AOL email accounts. Getting a domain based email account (yourname@youragencyname.com) can help you with conversion. Nothing looks more unprofessional than getting a quote from a generic email account. Best of all, you can get domain based email for a couple of dollars a month! Domain based email also tells the recipient the name of your business helping with brand recognition and loyalty.

Reviews – Reviews on reputable sources such as Google, Yelp and Facebook further help new customers make their purchase decision. Take this example: If you’re searching for an ice cream shop near you and one has 25 positive reviews with an average of 4.5 stars and the next best one has no reviews, which one are you likely to try? Reviews not only help convert but can improve your organic SEO rankings even further, cementing you in the top and pushing your competitors down the page.

Make Quote Options Easy – People want things now. Studies all say that consumer’s attention is at an all-time low so when they get to your website, have several places where they can take action:

  1. Have an obvious get a quote button or form on each landing page.
  2. Have a phone number in an easy to find location such as your header.
  3. Have after-hours options and if you’re comfortable with it, have an instant rater from a comparative rating vender.

Understand your leads – When people contact my business to discuss marketing, my first two sentences are always the same.

  1. Thank you for your interest in Tosten Marketing.
  2. How did you hear about us?

Thanking them just comes naturally. Being an insurance agent is competitive, so telling your prospect that you appreciate them contacting you is important. Secondly, by understanding how they heard about you, you can cater the remainder of your call and relating to that. Perhaps you both know the same person, attend the same church, or maybe they saw a Facebook post. Regardless of how they heard about you, these two sentences always setup the rest of the call.

Track Your Leads – You’ve worked hard to just get a customer to call your office. Stacie Cooper of Safeco’s Bricks and Clicks team says, “Each agency should be logging the lead source in their agency management system for future marketing, analysis and reporting. It is great to ask, but even more important to track it.” By tracking your leads you can have a better idea of how your marketing dollars are working for you. Do you have an ad with a local paper that isn’t producing any leads, or is your current web team not getting you ranked for the keywords you really want? Maybe it is time to move your marketing budget around. Don’t have an agency management system? A monthly Excel spreadsheet works too!

Name with a Face (meet the staff) – Meet the staff pages are great. There was a time, not long ago, when people actually came into an insurance agent’s office! Remember those days? Today, about 95% or more of business is done over the phone or internet/email. By having a meet our staff page, people can learn more about you and your business and stay in touch (links to LinkedIn pages etc.) The better you can establish a relationship over the phone with someone, the more likely they are to refer you business or leave you a review.

Stay in Touch – Once you won the customer, it is absolutely critical to stay in touch with them! Consider reaching out to your customers one time a year by phone at renewal to ensure they’re happy with their current company, or to share any news like significant rate increases, new products etc.  Also, sending out a newsletter from the agency several times a year sharing events you’ve partaken in, charities you’ve donated to and more. Additionally, you should be asking every customer to follow you on social media.

There is a lot to do these days in order to keep your customer and to win them over once you’ve established your first page rankings in the search engines. By following the steps above, you will not only be more successful with capturing the leads but you’ll be improving your overall marketing return on investment (ROI).

If you have questions about marketing your insurance agency, feel free to reach out to us and discuss them. Tosten marketing specializes in insurance agency marketing with an emphasis on search engine optimization and website design.

Google Maps for Home Based Insurance Agents

Google Maps for Home Based Insurance Agents

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Do you run a home based insurance agency? You can still take advantage of Google My Business even without displaying your location (your house in most cases).

Many businesses work virtually. We do. Early on we realized that we didn’t need a physical location to thrive. In fact, it only drove up our costs. The year we operated an office out of Bellevue we didn’t have a single customer stop by. Our relationships with carriers wasn’t impacted by this decision either. They didn’t require us to operate in a commercial space to be a referral partner. Our team works virtually and that works great for us.

If you’re reading this, you might operate a home-based business. What many businesses don’t know is that they can still take advantage of a Google My Business profile to market their business. The secret lies in a simple checkbox labeled “I deliver goods and services to my customers at their locations.” If you select this, it will hide your physical address from Google Maps, but everything else remains. Just be sure to select your target market (more precise is better such as just the city you’re located in).  Here are the directions right from Google:

To edit your service area details:

  1. Sign in to Google My Business.
  2. Make sure you’re using card view. If you’re viewing your locations as a list instead of cards, switch to card view by clicking the cards icon on the right side above your locations.
  3. Choose the listing you’d like to manage and click Manage location.
  4. Click Info from the menu.
  5. Click the Address 
  6. In the window that appears, select Yes next to “I deliver goods and services to my customers at their locations.”
  7. Enter your service area information. You can set your service area based on the zip codes or cities that you serve, or on a given area around your location.
    • Select the box next to “I serve customers at my business address” if you want your complete address to appear on Google and your business location is staffed and able to receive customers during its stated hours.
  8. Click Apply.

Best of all, if you need help, you can request a phone call directly from Google in a minute!  Have a Google Specialist Call You

Google My Business is a necessity of businesses today. To be successful online, people need to know that you are reputable and that you have happy clients. Utilize Google reviews on your Google my business profile. Hopefully this trick can help you if you work from home.

Tosten Marketing is an insurance agency marketing company based in Seattle, WA. Our team of marketing experts can help any agency with web design, search engine optimization, blogs and more! If you need help with your insurance agent marketing programs, we’d love the opportunity to earn your business.

Google Website Requirements

Google Doesn’t Care About the Age of your Website but It Does Care About This

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Some businesses have the misconception that because their website is old and has been around for a really long time that it is better to “spruce it up” versus build out a new design. When it comes to your business website, one of the only things that matters is what Google thinks about it and where it ranks. And, Google does not care about how old your website is. It does however care about:

  1. How old your domain is. If you purchased a domain in 2000 your site will rank better than if you purchased a domain in 2017. That is a fact.
  2. How good and new your content is. If your site has great content and a lot of it that is fresh and updated frequently, it will rank better than a site that hasn’t added in any content in months (or years!). Google visits sites more frequently if they have new content (a blog) than sites that do not have content updated regularly. Simply put, they are considered more relevant.
  3. Can it crawl your site and understand what it is about: It is shocking how many websites lack the basics of SEO. If your homepage title is: “ABC123 Insurance” Google doesn’t really know what your page is about or where you’re located. Having a site that is properly optimized is absolutely critical. Tell Google what your site is about and where you’re located. “ABC123 Insurance Agency – Serving Seattle, WA Since 1943” is better.
  4. Mobile Responsiveness: Is yours site mobile responsive? It better be. In 2015 Google said it will penalize rankings of sites who are not mobile friendly. Nearly 50% of all agency website traffic is coming through mobile. Is your site mobile responsive? If not, it’s time for a rebuild.
  5. Links: If your site has been around a long time, it would be important to ensure any rebuild of your site preserves these links. It is easy to find sites that are linking to your content by using tools like http://opensiteexplorer.com. When your designer rebuilds your site, be sure they either add redirects from these old links or preservers your link structure.

There are many things that can help your business succeed online. Understanding what doesn’t matter can be equally important and save your agency valuable marketing dollars.

Tosten Marketing is an insurance agency marketing company specializing in fully automated marketing programs that include website design, search engine optimization (SEO), insurance agency newsletters and more! We are endorsed by leading insurance carriers and help agents across the country manage marketing campaigns. If you’re interested in learning more about Tosten Marketing or getting in touch visit us online at https://tostenmarketing.com

Insurance Agency Review Online

Utilize Online Reviews to Grow Your Insurance Agency

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Agents often ask, “What else can we be doing online to continue improving results?” The answer is simpler than most think: Online Reviews are more and more important in the search engine optimization (SEO) ecosystem. Soliciting reviews from your customers is not only imperative, but in my opinion one of the best ways agents are currently utilizing their staff and their own time.

How do I get Reviews Online?

To increase your reviews online you have to ask. If you don’t ask, you simply won’t get them. Agents who implement this into their daily strategy are benefitting now and will continue to lead other agencies including yours if you don’t begin using this free tool.

You employ great agents and you’re a great business owner yourself. We know time is limited at your agency, but during all policies being issues over the phone, taking payments, or while sending out the application to the client via email, you should be asking for a review. It only takes a second to ask!

Make it Easy for Clients to Review Your Business

Two of the best ways to easily get reviews from clients are also some of the easiest to implement.

  1. Your email signature: Add something along the lines of “Happy with our service, please LEAVE US A REVIEW” to your email signature. This way, they have the link every single time receive an email from you.
  2. Have your web developer add a page on your website dedicated to reviews and add buttons to the different platforms for reviews so all your clients have to do is click which one is best for them. Take the below example:

Agents that have reviews on Google, Facebook or Yelp, simply rank higher for local search. If you want to grow your business online you need to implement this strategy today! If we manage your agency marketing, we do our best to solicit reviews in newsletters, social media and on your website. By requiring you’re to add the small extra comment, “Would you mind leaving us a review? I will send you the link!” to every phone call!

Tosten Marketing is an insurance agency marketing company specializing in fully automated marketing programs that include website design, search engine optimization (SEO), insurance agency newsletters and more! We are endorsed by leading insurance carriers and help agents across the country manage marketing campaigns. If you’re interested in learning more about Tosten Marketing or getting in touch visit us online at https://tostenmarketing.com

Is a Microsite Right for your Insurance Agency?

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A microsite may benefit your agency by targeting a specific product or niche market.

If your agency writes many insurance products but you have a great niche, you may want to consider a microsite. Microsites are small, very specific websites (separate from your main website) with a collection of pages dedicated to only one product. The site would have a separate domain and would be associated to your main website through branding and backlinks. The microsite will have a look and feel all its own devoted to your specialized product.

Consider this example (a microsite can be anything, this is just for demonstration purposes):

A website dedicated to commercial auto can include landing pages for:

  • Box trucks
  • Semi-trucks
  • Flatbed trucks
  • Front loaders
  • Tank trucks
  • Auto haulers
  • Pickup trucks
  • Fleet vehicles
  • Garbage trucks
  • And many more!

Not into commercial auto? How about AirBnB, the marijuana industry, Uber & Lyft, or landlord insurance?

The benefits of a microsite are many:

  1. It works as a great email marketing piece
  2. It is indexed in the search engines as a separate website
  3. You can email it to a new lead so they can learn about your products without having to navigate past all the unrelated insurance products you offer.
  4. You can create a “microbrand” to go along with your microsite.
  5. Specific targeting for keywords and products
  6. Works great in conjunction with AdWords campaigns

If you’re considering a microsite for your business, we’re ready to help. Microsite marketing programs start at only $129 per month and include:

  1. A new domain
  2. Website design
  3. Content (up to 10 pages)
  4. Images
  5. Search engine optimization (SEO)
  6. Hosting
  7. Site Security (malware, hacking)
  8. Access to our AdWords campaigns (cost of ads separate)

If you’re ready to start your microsite and generate some new business leads contact us.