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Video 10 – Generate More Insurance Leads Through Effective Calls to Action

February 11th, 2011Posted by akassover in Insurance Agent Websites, Leads, Videos

Transcript:  Hi, this is Aaron Kassover from AgentMethods.  A few days ago, we talked about the three questions your website must answer to your prospects if it’s going to be successful.  So I thought today I’d take a little more time to dive into the final question your prospectors are going to ask which is simply, “What do I do next?”  This is what we call the “call-to-action.”  It’s the instruction you give your prospect to take him along the path.  So I want to talk to you a little bit about tips to create effective calls-to-action and how you can increase the lead generated by increasing the conversion rate of your calls-to-action.

Ultimately, you want to make it really easy to understand.  You want to make it explicit, clear, not make them guess, but take them down the path.  It’s the same as when you’re talking to somebody in person simply asking for the sale.  No matter how much information you provide and how onboard they are, sometimes unless you nudge them over the edge to the next action, they’re just going to stop and wait for you to give them instructions.

Same thing is true with your website.  So this begins on your home page.  When you get people to your site, you want to gently guide them toward where they go from here.  There might be some content, maybe there’s an article about products you sell, an article about why they should buy from an independent agent instead of from a carrier directly, but something you want them to do next to walk them down the path.  Now ultimately, the call-to-action we want to get them to is to request a quote.  So we want to make sure that’s present, stands out really well, is very explicit, and I like to use color and some visuals to really make those final calls-to-action stand out.

Now, let’s take a look at a website for long-term care on AgentMethods’ platform, and you can see here that this website has a nice, big call-to-action which is “Review Your Options with One of Our Experts.”  The call to action is in gold, it’s in a button, it looks very clickable, it really seems like it stands out.  But what we do is use something called the ‘squint test.’  I learned this from a usability expert where if you step back from the page a little bit and just sort of squint your eyes so that things go out of focus, you want to make sure the call-to-action on the page still is the most dominate thing you see when the page is out of focus.  Now this page, when I step back and I squint, the call-to-action stands out, but there’s a conflict that happens, which is that the top of this page we have this bright, gold bar that’s really pretty much the same color as the gold bar in our call-to-action.  You can see they’re both yellow.  Now, aesthetically it looks nice, but what happens is because there are two things of gold on the page, it begins to sort of lose some of its emphasis.

I’ll show you what would happen if we were to change this layout to a different one.  Let’s just go and swap out to one that doesn’t include any gold in the layout itself and let’s refresh the page and try the squint test again.  Now, what happens is because there is no other gold on the page anywhere except for our call-to-action, you’ll see that when you squint that stands out really well.  This is a good test to do on your pages to step back and squint and make sure the thing that you want the user to do stands out is the brightest thing on the page.

Now, I’ll give you another tip on how to use call-to-actions.  If we go onto a content page in the site, you’ll see we have an article on long-term care insurance and there’s a lot of content here.  Scroll down; there are lots to read.  On the upper right of the page, we do have this button for a free quote, but what happens if someone goes through and reads this entire article?  As they scroll down they lose that quote button.  So what I recommend you do for long pieces of content like this is simply at the bottom of the article, go ahead and put a second call-to-action there.  There might be another article to read next or you might want them to go ahead and go to your quote page, but this is a great place to reinforce the primary call-to-action on these long pages.  This goes a long ways to helping improve your conversion rate because you’re telling your prospects exactly what you want them to do.

So today just go – start your home page and ask yourself what do you want your visitors to do next?  Make sure that that’s explicit, it’s clear, there’s some actionable item instruction there that you can take your visitors along the path toward the final step, which is to get them to do a quote, request a quote or contact you.  Just follow this through to make sure there is a clear line of action from the home page all the way through your quote form.  Use color, make sure it stands out, and then apply the squint test to show yourself that the call to action is the most important thing on the page, the thing that jumps out the most.  It’s simple to do, it takes a few minutes and it will really help your conversion rates to generate more leads on your site.

That’s it for today, and we’ll see you again tomorrow.  Thank you.