Insurance marketers work hard to drive traffic to their websites. But often, once consumers are ready to learn more, insurance sites are too complex.
Here are five ways insurance websites can be optimized to engage and convert consumers.
1. Write Insurance Website Copy At An Eighth Grade Level To Better Engage & Convert Consumers
The average consumer reads and communicates at an eighth grade level, whereas the majority of insurance websites include copy that requires a higher reading level.
If insurance marketers want their messaging to be inclusive and easy to understand, copy should be drafted at a sixth to eight grade level to simplify insurance concepts and incorporate niche audiences like non-native English speakers.
2. Use The Flesch Readability Test To Evaluate Insurance Website Content
The Flesch Reading Ease test can help determine the readability of English copy. Rudolf Flesch, the founder of the Flesch scale, documented “Plain English” to fall at a 60 on his scale, which translates to a 10th to 12th grade reading level. Insurance website copy should aim to fall between 100 and 60 on the Flesch scale.
3. Insurance Websites Should Use Simple Words
Insurance marketers can use plainlanguage.gov to simplify their diction and eliminate phrases that are too complex or hard to read. For example, marketers can use “add” or “gain,” instead of “accrue,” notes plainlanguage.gov.
4. Insurance Websites Should Prioritize Short, Concise Sentences
Long, complex sentences are harder to read than short, straight to the point sentiments. For this reason, insurance marketers should review their copy, splitting long sentences into to two when appropriate, to make it easily digestible for the average consumer.
5. Insurance Websites Should Re-Engage Visitors With Targeted Messaging Based On Onsite Actions
Don't forget to re-engage your insurance website visitors. Re-engagement platforms, such as Aimtell, can identify the intent of website visitors and deliver targeted messages that bring them back to the website to take action. Request your Aimtell demo here.
Looking To Drive More Traffic To Your Insurance Website?
Digital Media Solutions is a leading provider of technology-enabled digital performance advertising solutions connecting consumers and advertisers. We can help you connect with your ideal insurance target audience and drive them to your website, your marketing team or your call center. With our performance-based model, you pay only for your desired results.
Interested in getting more high-intent insurance leads and calls? Click here to get started with ZipQuote, our agent-centric insurance performance advertising platform.