Basics of Annuity Lead Generation Websites

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Having special expertise in online lead generation for the insurance and financial services industries, we are often asked how one can generate their own annuity leads. Online lead generation of any type is not overly complicated, but it isn’t always that easy.

Websites, in today’s marketplace, should be considered an integral part of any sales funnel. For those who want to be top annuity and life insurance producers, a website should have one goal and one goal only. This is to produce quality, actionable leads, and ultimately drive sales.

If the stated purpose of your website is to generate leads, then its design and functionality should be crafted to serve this specific purpose. To leverage a website’s traffic and turn it into sales, the site should educate, qualify, and finally capture prospective leads. The site will only become valuable when it actually converts its traffic into leads. Websites that purely educate are nice, but they won’t drive revenue. Sites that don’t offer any value to the visitor won’t hold people’s attention or build trust fast enough. Consequently, the visitor will leave before their information can be collected in an online lead capture form.

Lead generation websites must have robust, compelling content and be intuitive for the visitor. KISS, or “Keep It Simple Stupid”, has never been truer than in the world of online marketing. As you build a website, you must ask yourself if the user can easily find relevant information and then do they understand what they are supposed do while looking at the site. This means after you’ve educated the user with clear, concise information and established credibility, do they know how to request more information? In other words, how do you capture the lead? A “call to action” must be easy, obvious, and intuitive for a user. If it isn’t, then the user won’t know how to provide their information and the opportunity to capture a lead will be lost.

Beyond the design of a website, the other key consideration is traffic – the more, the better. The world’s best website is irrelevant if nobody visits it. There are numerous ways to drive traffic to a website. Although most take capital, when marketing dollars are properly deployed, it should be an incremental expense commensurate with revenue. Free traffic is, of course, the best and is the holy grail of online marketing.

Most free, organic traffic takes the form of so-called search engine traffic. Meaning a visitor can come to the website after finding it through a related query on a search engine such as Google, Bing, or Yahoo. This is the highest margin and best type of visitor. For search terms, this could generate valuable leads, but it’s also the most competitive. To rank higher than the competition, websites can be optimized for specific key word targets. Search engine optimization, or “SEO,” is the formal process of refining a website so that it appears higher in relevant search results. There are a number of factors or signals that are used by search engines to rank websites for searches. Some of the more basic ranking signals relate to inbound links and social media.  Specifically, having other high quality websites link to your website, in addition to attention from social media, tells search engines that your site is important.

Links and social media are simple enough in theory, but how does one attract them? According to Matt Cutts, Head of Google’s webspam team and all around expert in Google searches, there are two ways to get traffic, links, and recognition for your website. First, you can give something away. Everybody likes something free, right? However, this is a bit gimmicky and usually won’t equate to long-term traffic or user retention. Secondly, your website can solve a problem. Solving a problem is a compelling reason for someone to not only link to a website, but also visit it and keep coming back. The most successful websites solve problems for their users. In terms of annuity lead generation websites, it means asking how the website differentiates itself with a solution for its users. Rather, does it simply provide a thinly veiled solicitation and marketing message?

Websites can be one of the most cost-effective marketing and sales tools available to a producer. However, it is a two-way street with the users. If you want to truly build a valuable lead generation website, the online property must also provide value to its visitors. If you can do this, you will find the traffic, and the leads will return the favor in spades.


Kelly Ramirez is a leading online marketing and lead generation expert in the insurance and financial services vertical. Kelly works as Director of Online Marketing for the leading insurance internet lead platform, LeadWerx.

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