5 Must-Have Website Elements To Improve Usability and Increase Conversions

Your website is your virtual office. But just like your real office, your website needs effective tools and elements to help turn visitors into leads, clients and submitted apps. Five elements, in particular, can quickly increase your conversion rates and lead flow.

The good news is that you don't have to spend thousands of dollars to run a lead-generating website. You don't even have to be a web designer or Internet expert to upgrade your website's usability. Top producers today can tap free lancers and low-cost providers to ensure they have a strong online presence.

But you do need to understand the 5 "must have" elements that a successful health insurance agent website requires to boost lead generation and sales.

1. Professional Look

This should be common knowledge. But the Internet is still a relatively young arena for insurance professionals and many agencies are still prone to choosing "cutesy" over "commercial."

If you're working online leads and serving clients outside your local area, the vast majority of your shoppers will only know you through your website. So what does your website say about you?

Does it say you're fun and would be wonderful to have at parties? Or does it say you're a professional who can be trusted to provide the best health insurance plans available?

If you've done any web surfing, you know the difference between a professional-looking website and one that a newbie just threw up on the Internet. Don't worry if you don't know much about web design. You can hire a web designer to create a custom website for your company.

You could also go the less-expensive route and contract with a service that provides a fully loaded, professionally designed website at a fraction of the cost.

2. Answers to Common Questions

The reason Google has become the Internet's big gorilla is that before online consumers buy something, they commonly begin by scouring the web in search of information.

Don't fall into the trap of looking at your website as just a billboard on the Internet superhighway. Your website must have content that answers the questions asked by insurance shoppers. Design and write with your potential leads and clients in mind.

Here is some useful information to include in your website:

• Explain the Process
  Avoid potential surprises by including a step-by-step description of the different stages your client will go through for their health insurance policy. But you should also explain what goes into an underwriting approval or denial decision.

• Explain the Terms
  Create a mini-dictionary of insurance terms. Don't assume that every insurance shopper will know the difference between deductibles and co-pays - let alone what they mean. NOTE: It's VERY tempting to simply copy and paste someone else's content from another website. If you care at all about search engine rankings, you'll stay away from this form of copyright infringement which also 'dings' you in Google; duplicate content is a sure way to send your website plummeting to the bottom of the SEO listings. Make sure your content is original.

• Have a FAQ Sheet
  Frequently asked questions (FAQs) are just that - this time with answers. Take a moment to jot down the question you're frequently asked by clients, then make sure to include those questions and your detailed answers on your website.

• Provide Valuable Tips
  Show your prospects and clients that you're on their side by providing value-added tips for saving money on their health insurance. For example, make sure to include a list of steps consumers can take to lower their premiums.

3. About You

A big pet peeve among many online shoppers is the lack of an "About Us" section. Consumers want to know they can trust you - especially before they provide their personal information. Not having an adequate introduction about you and your company will often raise their suspicions and get many visitors to wonder "what are you hiding"?

So make sure that you provide a brief description of your company and your insurance expertise. In addition, consider adding these elements to boost your clients' trust level:

• Testimonials from satisfied clients
• Name of someone in charge
• A brief mission statement
• A picture of you and/or your staff

High trust levels won't immediately translate into a sale - but it's a crucial first step.

4. Quote Engine

Some of your website visitors are further ahead in their health insurance shopping than others. Many will soon be ready after devouring the educational material on your website.

Don't risk losing them at this critical juncture. A quote engine can immediately take them through the next steps of the buying process by allowing them to review and compare available plans. As an added bonus, the quote engine will collect their contact information - effectively turning those website visitors into real leads.

And if they find a plan they really like, the leading health insurance quote engines now allow them to complete an e-application that will guide them into the submission stage.

But what if the lead is from a state you're not licensed in? You'll still benefit! Top quote engine providers will actually pay you for valid leads from states outside your defined areas.

5. Call To Action

Finally, practically every page in your website should have a call to action. Your website visitor may be ready for an insurance quote or to call you after they've read your FAQ page or your "About Us" section.

Regardless of where they reach that important point, their next step should be a click away. Make sure that every page has a hyperlinked invitation to use the quote engine or contact you by email or phone.

This last step is probably the simplest to implement. But none of these 5 steps is difficult to execute, especially once you realize that you have cost-effective resources to help you create the right website just a phone call away.