Lead Generation Tips for Insurance Agencies

Whether you’ve just started building your insurance agency or have been established for years, you need to obtain new leads to sustain business growth. As competition heats up in the insurance industry, attracting potential clients may seem like a difficult task.

But not to worry, we’ve got you covered with these top lead-generation tips that you can use to boost conversion rates and help you land more clients.

1. Implement a strong referral program

One of the best ways to obtain high-quality leads is through referrals. Referrals are a proven way to boost sales figures and acquire new clients for cheap. That’s why every insurance agency should implement a referral program to encourage (and incentivize) existing clients to recommend your products/services.

Considering that the insurance industry is people-based, referrals are more open to working with your insurance agency for the long term. In fact, 18% of referrals are more loyal than customers acquired through other means. If you haven’t created a referral program just yet, now is the perfect time to consider

2. Stay active within your local community

Having local visibility is just as important as being discoverable online. If you want to bring more foot traffic to your insurance agency, being active within your community is a good place to start. For example, you can host free seminars on how business owners can secure adequate insurance coverage or educate students about the importance of insurance.

You want to take advantage of these opportunities by delivering as much value-packed information as possible. While it can feel tempting to close in with a sales pitch, your focus should be contributing to your community and establishing rapport with the locals. The leads will come naturally, and you’ll have no problems guiding them down your sales funnel once you acquire their trust.

3. Go old school

While most rely on digital marketing to acquire new leads, that doesn’t mean you should completely abandon the old-school methods of lead generation. When paired with a modern marketing strategy, these tried-and-tested techniques can help bring new eyes to your agency:

  • Print advertising
  • Word-of-mouth marketing
  • Direct mail
  • Promotional merchandise
  • Attending conferences/trade shows
  • Radio advertising

These are just some examples of old-school lead generation tactics that you can implement into your marketing strategy. Try them out and see what type of results you can achieve!

4. Use Google Ads

While Google doesn’t reveal how many searches it gets per day, it’s estimated that it handles an average of 63,000 queries per second. This is impressive! Now imagine what kind of exposure you would get if you appeared on the first page of Google.  

Google search ads put your products in front of the right audiences at a time when they need them most. For instance, if you run ads for an educational policy, depending on your targeting options, you’ll appear among the first search results every time a customer searches for information about such policies. This kind of real-time targeting enhances the efficiency of your lead-generation efforts. 

Lead generation for insurance agency.

5. Optimize your content for SEO

Agencies looking to build their online presence should first and foremost start with search engine optimization (SEO). Good SEO will help drive traffic to your website and attract high-quality leads. Your goal should be to rank high on search engine results pages, as a higher position will mean better discoverability than your competitors.

When creating content, you want to use keywords that have good traffic potential and that it aligns with the user’s search intent. If you’re unsure which keywords to incorporate into your content, you can use free tools like Ahref’s Keyword Explorer to get you started.

Implementing SEO requires extensive trial and research, but the results are more than worth it, especially if you want to generate leads through organic means.

6. Keep your website up to date

Your website is your primary driver for generating leads, and if users experience any issues upon visiting it, they’ll leave faster than you can blink an eye. You want your website to be the best representation of your insurance agency online, and to achieve that, it should exhibit the following characteristics:

  • Clean, simple design
  • Responds well on mobile devices
  • The user interface is smooth and easy to navigate
  • Has clear call-to-action buttons (CTAs)
  • Visible contact information
  • Pages load quickly

Evaluate your website from a client’s perspective and see if it functions according to your expectations. Is the browsing experience consistent between desktop and mobile? Can clients access the information they need in a matter of seconds?

Better yet, ask your clients directly for suggestions on improving your website’s experience. Doing so ensures you minimize bounce rates (the number of users who navigate away from your website) and create a good first impression on site visitors.

7. Get listed on online directories

Listing your insurance agency on online directories can help amplify your online presence and improve your lead-generation capabilities. Firstly, you want to set up your Google Business Profile to ensure local visibility. You’ll need to include details such as your business number, address, website, and operating hours.

Next, you’ll want to list your agency on websites like:

  • Foursquare
  • Superpages
  • Yellowbook
  • LinkedIn
  • Yelp
  • Bing Places
  • Better Business Bureau

The more directories you list your agency, the more exposure it’ll get, and the more leads you’ll be able to generate as a result.

8. Provide Valuable Content

Insurance is a complicated topic for most people, and often this barrier hinders them from getting the coverage they truly need. So, how can you address this particular problem and gain the trust of your target audience? Simple; by providing valuable content.

Both short-form and long-form content play a crucial role in your content marketing strategy, and using the two in combination can bring immediate results to your agency. You can use short-form content (TikTok and Instagram Shorts) to deliver information in bite-sized pieces and long-form content (blog posts and newsletters) to discuss more complex topics.


Lead generation is a constant challenge for every insurance agency. Regardless of the size of your business, your goal should be to find potential clients and establish relationships with them. Hopefully, these tactics will help you draw more eyes to your insurance agency and facilitate the growth of your business.

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