SAM Logo Long White Small

How to Get Passive Insurance Leads Through Your Website

How to Get Passive Insurance Leads Through Your Website

When it comes to building a website, we’re firm believers in this idea: you get what you pay for.


There are many insurance agents who don’t have a website. The idea of structuring a site overwhelms them. As we’ve said before, if you don’t have one, you’re really missing out. Today, we’ll discuss how to get passive insurance leads through your website.

Why We’re Building Insurance Websites

Secure Agent Marketing is building insurance websites for two main reasons:

  1. People work with people who educate them. You need to inform users with many foundational pages of content. Your website is an extension of your brand. It’s your home base, where you can imbed YouTube videos and post blogs.
  2. You have a website. Now what? It needs to get found. So, we create unique content that’s infused with the right keywords to get a particular domain authority. It must be SEO-optimized.   

For example, we have client websites now that are getting 100 Medicare leads per month, organically, because of the work we did a year ago. 

Develop Short-Term and Long-Term Strategies

It’s important to understand the difference between a short-term and long-term digital marketing strategy. For the short-term, you’ve got your leads that you’ll pay for now, whether it’s direct mail, TV buys, Facebook, or Google pay-per-click. 


Then, there’s the leads that will come “passively” through your website — every week and every month. We’re suggesting that you invest in website content, unique content, and videos that will result in leads in perpetuity — endurance, stability, and durability. It’s for the future. It’s why we say that content marketing, web development, and SEO is the best return on investment. Invest for 12 months and see what happens! 

Make Sure Your Content Is Unique

Next, a lot of agents are using a subscription service for their website, usually costing $50 or $100 per month. But you don’t really need that. The service is usually taking a WordPress or web template and duplicating it for you. They might offer a monthly package where they write blog posts for you, but this likely won’t be “unique” or “original.”

Google is extremely clear — they don’t want duplicate content. If your website copy is found on any other site, word-for-word, this can hurt you and keep you from getting found. To make sure it’s unique, you can run pages and blog posts through Grammarly, which has a plagiarism checker. We aim for a 99% “original” threshold when we check for our content being unique for our clients. If it comes back at 2-3% plagiarism (or more), we’ll rewrite the content to make sure it meets the threshold.

Buy Your Own Domain

Here’s another box to check. A common mistake that agents make is not owning the web domain (identification string), and it affects their ability to implement a long-term strategy. The Yellow Pages was notorious for this — offering a digital package, including a domain they controlled. But this wasn’t helpful.   

You need to own your own website and be in control of your domain at all times. Be aware of sub pages and sub domains. Instead, buy your own domain name and build your personal brand. We guarantee you’ll get more leads that way!

Invest Time and Money into Content Marketing

Insurance agents always need to be thinking about two, five, and ten years from now. Based on personal experience, going with the cheapest solution for today isn’t the stepping stone for building your brand. Invest in content marketing. We do 60 pieces of content per day, between the three brands we have. And this builds inbound inquiries every week.   


To generate passive leads, you’ll need to Invest time AND money. It takes time to see results, and you’ll learn some things along the way that you can apply.

You Get What You Pay For!

Remember, you get what you pay for. Some agencies we’ve worked with have spent $65,000 on their website and content marketing over 8 months — this sounds big, until you see the results. When you look at the analytics and see 100+ inbound inquiries per month coming through this content engine you created, you’ll see the payoff.  


We know that digital marketing works. So, spend the money and know that it’ll come back in the form of passive leads.

The Bottom Line

When you’re building that website, keep in mind you need to serve two audiences. 


You need to have a good website that educates your current customer base AND comes across, from a brand perspective, as I want to educate you. That’s an asset. It solidifies that you’re a good person to do business with, because you made an effort to educate others. 

Then, you need to structure your site the right way and include foundational content pages with relevant keywords. This isn’t Field of Dreams. If you build it, they won’t come. Having the proper website structure will ensure that Google can find you because you’re ranking for those keywords, like “Medicare agent near me”, “Medicare insurance plans”, “insurance broker office”, etc.  

Contact the Website Development Experts

Your website says a lot about you as a brand. Whether you’re looking to build a site from scratch or you need to restructure your existing one, we can help. Our web development team has created hundreds of insurance sites, and we can get you ranked on the first page of Google search results. Call Secure Agent Marketing at (833) 402-4368!

Leave a Comment

Your email address will not be published. Required fields are marked *