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After setting up your company’s website and doing some search engine optimization (SEO), you’ve noticed that your website’s traffic is steadily climbing. It seems that your marketing strategies have finally paid off. Almost. There’s one glaring problem: your visitors aren’t converting. And everyone knows that traffic doesn’t matter without conversions. Getting website visitors to move down the sales funnel and complete a purchase may seem like a daunting task. But with the right strategies, you can convert your prospects to leads in no time.


Here are 5 steps to convert website visitors to leads without coding.


Your website should offer a great user experience and be easy to navigate. This is especially important for insurance agencies because prospects want information that’s easily accessible and right at their fingertips. A site that loads slowly and doesn’t display well on multiple devices can hurt your conversions. According to Google, over half (53%) of mobile website visitors will leave a webpage if it doesn’t load in three seconds. So if your website takes longer than three seconds to load, you could be losing over half of your visitors. This will significantly decrease your odds of getting conversions. Even if customers have purchased from your agency’s website, they likely won’t buy from you again if your site has problems. 79% of customers who are dissatisfied with a site’s performance are less likely to buy from the same site again.


To boost your conversions, you can offer customers special discounts and offers if they purchase a policy or other insurance product from your agency. For example, you can start a referral program to get more customers. By offering the client a reward (i.e. $25 Starbucks gift card) for bringing you more business, you can show them how much you appreciate them, which in turn, strengthens your relationship with your existing client.

You can also offer a free, no-obligation quote for businesses who are just “shopping” for commercial insurance. Because the offer is free, visitors are more likely to convert. 


Once you use offers to get your website visitors to convert, you can further move prospects down the sale funnel with lead magnets. The best lead magnet to use is information because many of your visitors don’t know what they need or are unsure of how to solve a problem. So you can provide them with information in the form of free ebooks, video tutorials, webinars, or whitepapers. But the receipt of this information comes with a price: their email addresses. This will help you stay in contact with your potential clients and gives you an even higher chance of convincing them that they need your services.


Every business selling a product or service should have a landing page that includes testimonials from happy, satisfied clients. According to one study, testimonials can increase conversions by as much as 34%. Research done by Nielsen shows that 92% of people will trust a recommendation from a peer, and 70% of people will trust a recommendation from someone they don’t even know. By displaying testimonials throughout your site and on your landing pages, you will increase your chances of converting website visitors into qualified leads.


Performing an A/B test will allow you to test a page on your website against another one and see how they compare in terms of conversions. For example, you show two or more variants of your landing page live on your website. The only difference is the call-to-action (CTA). One CTA reads “Get a quote”, while the other one says, “Get a free quote today”. You can make other changes such as font type or button color. With A/B testing, you can gain a better understanding of what makes your customers convert.

At Agency Leverage, we’ll help you find, engage, and nurture new clients for your commercial insurance agency. Schedule a 15-minute call with us today.