Cover - 10 Agents Share How They Generate Free Leads From Their Insurance Website

10 Agents Share How They Generate Free Leads From Their Insurance Website

By David Duford - January 03, 2023 - 5 Mins Read

Are you interested in creating a tsunami of insurance leads from your insurance website?

If so, you’ve found the right article!

Below, ten agents describe the strategies they follow to generate no-cost leads from their insurance websites, every single day.

If you’re interested in getting more life insurance leads from Google and Facebook, then this training is for you.

NOTE: These tips are not in any particular order of importance.

#1: Use Google My Business For More Local Leads

Jake Irving of Willamette Life Insurance writes about the importance of Google My Business:

I set up my website 5 months ago. The setup process started in January and we launched in late February. As I started to do research I realized that it takes time and knowledge to understand how to rank organically in the search engines. Fortunately, I made my “Google My Business” a top priority. I am constantly coming up on the google maps portion of the search engine if you type in simple keywords that match the niche I’m in.

For me being in Oregon an example of a keyword would be “Life Insurance Portland”. Google then proceeds to show a local map section at the top of the page of all the businesses that may fit the keyword.

This has had an immediate impact on the growth of my company and traffic to my site. This is a simple step but can be easily overlooked. There are a ton of resources on the web that will walk you through the setup step by step.

Building backlinks and generating great content is very important for the long term of your online presence but this was something that was able to help me very early in my business.

You can learn more about setting Google My Business up here.

#2: Write QUALITY Content For Your Insurance Website


Omar Sanchez Of InsuranceLatino writes about why quality content REALLY matters:

My best practice at the moment is content, content, and more content. Something that helps me with keeping a regular schedule on posting new content and making sure it’s QUALITY content

For more ideas on how to create quality content for your insurance sales website, check out Neil Patel’s article here.

#3: Use Case Studies To Build Out Quality Content

Expanding on the importance of quality content, Jimmy McMillan of Heart Life Insurance suggests a unique strategy to increase user engagement with your content:

Life insurance content can be dry and bland, however one of the easiest ways to relate to your reader is to feature case studies. After conversations with prospects who became clients, I’d ask them “what made you give us a call?” It turns out they skimmed over most of the website and really honed in on the case studies. Real life stores of other clients not only make life insurance tangible to the reader, but they build my credibility as well.

To take advantage of this, I’ve moved these case studies further up in the text near the beginning of the posts. This is better for my audience versus leaving them at the end of the articles because it gives the reader what they want faster. By drawing the reader in like this, they spend more time on the page (which looks great to Google), and they are more likely to trust me and use my company.

#4: ABQ – Always Be Quoting

Chris Abrams of Marijuana Life Insurance talks about how having a call-to-action on your website is critical in converting your much-coveted site traffic into what we really want – leads that want more information:

First is to have a call to action (CTA) on every page of the site. This may include an Instant Quotes form where prospects can trade their name, email and phone for an instant life insurance quote. If it’s not a page for life insurance, then I’ll have a relevant contact form or another type of lead magnet.

If you’re looking for a great tool to help you convert your insurance website traffic into leads, check out NinjaQuoter.

They specialize in the life insurance business and have some of the best forward-facing quoting tools for consumers I’ve ever seen.

#5: Build Backlinks To Build Insurance Website Authority

Raymer Malone of High Income Protection Insurance Agency describes the importance of back links to your website in order to build authority and move your search rankings higher:

My main site is a few years old with a decent amount of content so at this point my focus is on backlinks. Like a lot of folks, I use HARO (help a reporter out) to find stories where I can contribute my expertise in exchange for a link.

I have recently started using a service that helps me attain backlinks from high authority websites like Business Insider and Reader’s Digest. I also do some direct “reaching out” to reporters and websites with offers to contribute or guest post.

My “best practice” is consistency. It’s easy to get lazy with these strategies because there aren’t immediate results. In fact, you don’t even get the satisfaction of pressing “publish” and seeing your post go live.

Most backlink outreach yields little results. However, if you’re consistently trying to attain backlinks, you’ll end up with a lot of small (and occasional large) victories. The work you put in starts to add up and once backlink outreach becomes a habit, increases in traffic and domain authority follow.

Creating a strategic back link generation plan is critical if you want to scale your traffic high as described by Anthony Martin at Choice Mutual. Learn more about how backlinks work in Ahrefs article here.

#6: Measure User Engagement To Improve Quality Of Content

Jon Fritz of NoExam.com talks about how to use tools and insurance website plug-ins to gauge where visitors are most and least interested:

We spend the majority of our time focusing on analytics in regard to how consumers are interacting with each piece of content.

Implementing heat maps has been really helpful in determining the intent of a search. Once we get an idea of where our consumers are engaging or disengaging on each page, we can further optimize to meet their needs.

I definitely recommend services like Hot Jar where consumers can leave feedback on a page in real time.

#7: Simplify The Complex World Of Insurance

Brian Greenberg of True Blue Life Insurance describes the importance of simplifying your content creation to make it more easily understood:

Simplify your content with tables, lists, and charts. Insurance is complicated. Helping users quickly absorb your content positions you as an expert.

#8: Go After Low Competition Opportunities


Jerry Bousseau of the Boston Life Group explains why targeting low competition keywords may help you get higher rankings for your insurance website content:

I don’t have a lot of articles on my website but I have about 2 that have been booming recently. I can attribute the success to going after keywords that either have little competition, or poorly written articles. Writing about what everyone else is writing about has proven to be a waste of time.

Low-competition keyword research has been critical in the development of all of my website properties and can make the difference between success and failure.

Learn more about how to do research for low-competition keywords here.

#9: The Importance Of Keyword Research

Terry Biddle of Life Policy Shopper describes why keyword research makes all the difference in generating quality insurance website traffic:

I use search engine optimization by doing keyword research and doubling down my efforts over time on keywords that my site can rank for based on the site domain authority level, difficulty and volume of the monthly searches.

When I first started I feel like I wasted time on keywords that didn’t have adequate monthly search volume so there’s a lot of articles that aren’t pulling their weight on my site. Keyword research is worth every minute.

One of my favorite keyword research tools is Ahrefs. Most of the high-traffic insurance website owners I talk to use Ahrefs almost exclusively.

#10: A Simple Social Media Lead Generation Strategy

Insurance agent Peter Gallagher describes how he uses Facebook to generate insurance leads:

I will post pic ads to my Facebook Biz page and boost ad geared toward my niche market in my state.

The boost will get 40-60 Likes, in which I will message and invite to my website. From there about 5% will contact me and I’ll get appointments with a third of them and sold them all, so far. Nothing to brag, only 3 Appointments/sales, 3600AP though.

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