The 7 pages your website needs to convert visitors to sales

By Jason Hulott | Traffic Generation

Every website needs certain pages in order to convert visitors. It is no point only focusing on getting visitors to your site, and the main challenge is getting them to convert once you get them there.

Your insurance business may well depend on online conversions – so which pages do you need to have on your site?

  1. Home page

The home page is often the first page that visitors will see when they land on your site. This is your chance to make a good first impression, so make it count.

The design should be attractive, and the navigation should be clear. It should lead to the other main pages like services, products, contact page, etc, so that visitors can easily find their way to where they want to go. You can also make use of high-quality images to create an impact.

  1. Landing pages

Landing pages are pages that have been deliberately set up to get a conversion from each visitor, and they are often used as part of a marketing campaign.

The aim could be to collect email addresses, to send visitors to a product page to make a sale, or anything else.

They should have no navigation and just a single call to action, and you should make sure the page includes benefits, testimonials, and more to get the conversions. Here is a good guide to the elements you should include on the page.

  1. About page

The about page is your chance to tell visitors about you and your business. Try not to focus on what you do, but rather why you do it. Don’t provide a long, boring history, and make it personal. It is a good idea to use photos of you and your employees because this will help to build trust.

  1. Product pages
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The pages for individual products are important for making conversions. These pages should highlight the benefits of your products or services, and each page should provide all of the details in an easy-to-read format.

You could also include images and videos to describe the product, and you will want to make it clear what you want visitors to do, whether that is to contact you, get a quote or anything else.

  1. Testimonials & case studies

Social proof is essential for making conversions, so make sure you include testimonials and case studies on your site.

People will want to know they can trust you, and case studies and testimonials will help with this. You could even add a page on reviews from previous customers.

  1. Contact page

People want to know that they can contact you, so make it easy for them. Include as many options as possible, including:

  • phone number;
  • email address;
  • contact form;
  • social media accounts;
  • instant chat.

Link to the contact page from every other page and don’t make visitors search for it.

  1. Blog

Publish different types of content on your blog, including a mix of educational content and sales content, like the type we can help you with at Speedie Consultants. Include text, videos, infographics, statistics, interviews and more to attract more people to your site and to encourage them to spend more time engaging with your brand.

Make more conversions on your site

These are seven crucial pages that most insurance websites need in order to make conversions. Have you got all of these pages? If you have, are they all doing what they should be? Go over your site and look at ways that you can make improvements to each of these pages, and give your conversions a boost.

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About the Author

Jason Hulott is Business Development Director at Digital Marketing Specialists, Speedie Consultants. He is Google Partner certified. His role is to identify and implement traffic generating and revenue increasing ideas for our client base.