After you have gotten through the content creationstep of your inbound marketing strategy, you've got tooptimize your financial website content. Without optimizing it forclicks and search engines, the exchange of a lead's information forcontent can't occur, and conversion opportunities disappear.

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The last thing you want is for all of your created content to befor naught.

1. Add calls to action

Calls-to-action, or CTAs, are exactly what the name implies: abutton, an image, a link, or text that directs your audience totake an action that you've called for.

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Some of the most popular CTAs include “Schedule a Meeting” or“Subscribe to My Newsletter,” but when it comes right down to it,you can ask your website visitors to do anything.

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CTAs can go anywhere — throughout your blog posts or at thebottom of them, within the body your emails, or as a tweet. Andeven though it took a call-to-action for a prospect to get youreBook, you can add them in there, too.

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Related: Does your insurance agency website need a makeover?Avoid these mistakes

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The bottom line is that you want to make it really, really easyfor your web visitors to do whatever it is you want them to do. Sothe bigger and more obvious your call-to-action, the better.

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Continue reading …

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Marketing under a magnifying glass
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Have you considered pay-per-click advertising? (Photo:Thinkstock)

2. Tackle search engine optimization

While many advisors consider search engineoptimization (SEO) to be a low priority, the factremains that a higher ranking on a search engine results page meansgreater visibility. That means more web traffic and therefore moreconversion opportunities. Ultimately, going to the trouble tocreate your web content is a fruitless endeavor if no one's evergoing to see it.

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Here are a few ways to optimize your content for searchengines:

  • Fresh content. Adding new material toyour website on a regular basis is important for keeping it in asearch engine's spotlight.
  • Specific content. Articles centered onkeywords or phrases are preferred over unfocused financialcontent.
  • Lots of keywords. Give search enginesplenty to look at by also including keywords in the title tags,descriptive text, headers, sub-headers and links. A good metadescription will help convince searchers that your page is worthnavigating to.
  • Don't over-stuff keywords. Not only willyou be penalized by search engines for it, but redundancy doesn'tmake for a particularly enthralling or informative read.
  • Accessible text. Search engines like it,and so do readers. In other words, refrain from obfuscating yourintended message with excessively verbose or inordinatelyintellectual language.
  • Close counts. Your keywords don't have tobe an exact match to what is being searched. In 2012, Googleintroduced the “close variant keyword search” so that exact matcheswould appear, and so would various tenses, synonyms andsemantically related terms. For example: “custom website” →“customized websites” → “customizable web page.”

According to Google, 7% of searches contain misspellings, anumber which increases with every word added in the search bar.Just because none of us can type particularly well on our phones,doesn't mean that we shouldn't be able to find what we're lookingfor.

3. Create a pay-per-click ad

The alternative to search engine optimization is to buy yourcontent's exposure with pay-per-click links, or PPC.

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PPC advertisements, which you pay for, appear at the very top ofa list of search results — above all the organic chumps in therat-race below. As the name suggests, you pay only when your linkis clicked.

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A PPC means that you don't have to tinker with your website tofit an ever-changing algorithm, you can direct traffic to pagesthat aren't built around your keywords, and you have completecontrol over the ad. PPC provides a quick, easy and guaranteedeffective way to immediately start increasing the visibility ofyour content.

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Just make sure the content you're providing on the other end ofyour PPC ad campaign has a high conversion opportunity. In the end,you want the ad to be able to pay for itself.

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Related: Advertising your agency online? Here are sometips

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