How to drive more protection business to your website in 6 easy steps

Covid-19 has seen a sharp rise in demand for protection policies, with consumers' attitudes towards the importance of financial protection shifting overnight.

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As concerns for financial security for households inevitably increase, more consumers are proactively seeking protection advice online. Consumers are now looking to understand what protection products are currently available in the market to enable them to protect their future income.

With more consumers using digital channels to educate themselves on protection before engaging with an adviser, advisers are having to cater for this evolving need by increasing their online presence and ensuring they have a website that enables them to generate protection business, and shape the way they do business in the future.

At Synaptic, we engage with advisers on a daily basis, and a key challenge that advisers are currently facing is understanding how to optimise their website to increase traffic. With this in mind, we've put together six easy steps to help advisers increase the visibility of their website in search engine results, and generate more protection business.

  1. Make sure your website is mobile-friendly

    In 2018, Google announced it would be using mobile-first indexing, as the past 10 years has seen the number of mobile searches consistently rising. This means that your website is indexed based on its mobile version instead of its desktop version. Understanding if your website is mobile-friendly sounds like it could be a complex task, however, Google has created a 'mobile-friendly test' tool that can analyse your website to determine if it's mobile-friendly, and if not, you are given advice on how to fix any errors. Just visit

  2. Keyword research

    Firstly, what is keyword research and why does it matter? Conducting keyword research helps you to understand the key search terms that clients are entering in search engines. Understanding exactly which keywords clients are using means that you can ensure you are surfacing these words or phrases within your website, ultimately helping you to rank higher on search engine results pages. The quickest way to get started is by looking at other advisers' websites to see if you can spot any emerging themes and by using free tools such as Google's Keyword Planner, Google Trends, and

  3. Use tags

    When creating a page on your website, you'll have the opportunity to add 'meta tags'. These tags are not displayed on the page but they provide additional information about the webpage and can be used for ranking purposes, such as displaying snippets in search results. Make sure you include the keywords and phrases identified in your keyword research!

  4. Content creation

    Creating content is another great way to increase website traffic and it also enables you to showcase yourself as a subject-matter expert. The majority of clients like to educate themselves about protection online before engaging with an adviser, so having educational content in the form of blog posts, FAQs, infographics, and guides on your website is crucial and will increase your visibility in search engine results pages. Ensure your content is relevant and informative for the client as the more engaged the client is, the more likely they are to share your content on other digital channels, ultimately increasing traffic to your website.

  5. Use of social media

    More and more advisers are using social media as a communication tool. Having an active social media presence enables you to showcase your expertise and knowledge and to connect with your clients and prospective clients. You can use this channel to drive website traffic by optimising your profile using one of the many guides available online and by sharing your website content, for example, a blog post. To maximise the reach of social posts ensure you are using relevant hashtags and are encouraging users to comment and share your posts.

  6. Install Webline Play

    Another way you can meet the dynamic changing needs of clients when it comes to buying protection is by installing Webline Play on your website. While this may not drive traffic to your website, it helps to convert all the traffic that you've driven to your website (using the steps above) into protection business. Webline Play is a simple, easy-to-install, lead-generation web app that sits within your website to offer easy access to income protection quotes and streamline your clients' experience.

To find out more about Webline Play, visit or email