Once you have a steady flow of traffic on your new website, it’s time to convert those visitors into prospects for your business. Converting leads isn’t always easy, but a strong call to action, like an insurance agency contact form, can go a long way.
One of the most important factors for converting leads online are calls to action (those buttons that prompt you to do something online like “read more” or “submit information”). A strong call to action is a clear, concise and compelling offer that persuades the user to take the action you want them to.
Small agencies often underperform in creating strong calls to action, leading them to miss opportunities on future prospects. In fact, a sidebar call to action increases conversion rates by up to 1.5%.[1]
Strong calls to action are usually simple, in a good location, and offer a return.
Simple.
A short, to the point call to action is best. If you want to implement an insurance agency contact form to gather information, first think about what you want to get out of the form and implement those details only. If you only need an email address, don’t ask for job title and company. Fewer words and required fields usually work well.
For reference, take Intercom’s website homepage. All they ask users to do is enter their email address and click one button. The process takes less than 30 seconds.
Location, Location, Location.
Make the call to action obvious. Most visitors aren’t going to come to your website looking to complete a call to action, so don’t make them look for it. Place the ask somewhere that’s easy for them to find (the less scrolling the better) but try not to interrupt the user experience. For example, don’t create a pop up call to action but embed it in the page next to something they’ll probably want to read.
In this call to action, Less Accounting uses basic reader logic to set up their form. First, they explain the options available and then using a color that stands out from the rest of the page, they ask for contact information. Readers get all of this information without even having to scroll.
Offer something in return.
In a perfect world, you could get all of the contact information for free. But is anything in life really free? The answer is probably not.
In order to persuade people to complete your call to action, it’s smart to offer them something in return. It doesn’t have to be expensive or fancy. A free guide on how to work with your business or pick the best health coverage options for their groups will work. We recommend repurposing something you’ve already completed and offering it as a “free gift.” Raffling off iPads is a more expensive (but successful) option too.
Here we have Hulu, who is offering prospective customers a free trial in return for contact information. The color of the call to action and how it stands out doesn’t hurt either.
We hope you found this helpful. Stay tuned for more information on how to successfully market your agency.
[1]Wilson-Rew, Ashley. “16+ Kick-Ass Call-to-Action Statistics That Prove CTAs Are Essential.” Protocol 80, Inc. https://www.protocol80.com/blog/16-kick-ass-call-to-action-statistics-that-prove-ctas-are-essential
