“ADVICE FOR THE ADVISORS”A DIGITAL MARKETING STRATEGY

AXA

Michael Spirito

Michael Spirito

Interest in AXA’s services have slightly decreased in past years.

Source: Google Trends

Michael Spirito

AXA is searched far less than other major competitors.

Source: Google Trends

Michael Spirito

It seems that AXA is somewhat unknown to the general public

AXA is not found within the first 10+ pages on Google when searching for: “Life insurance”,

“retirement”, and “financial advice”

Michael Spirito

While AXA seems unknown to many, its website strategy is very good

Crawlability B+Relevance A-Popularity C-Conversion B+

Michael Spirito

AXA does an excellent job with crawlability

The brand name is very searchableThe site is indexed properlyAll pages are “close to home”

Michael Spirito

While the homepage has links to every major page at the bottom, the addition of an HTML sitemap in the footer could improve navigation.

Michael Spirito

The site would also benefit from using Google analytics, Google webmaster tools, and Bing

webmaster tools.

Sources: Google Analytics, Google Webmaster Tools, Bing Webmaster Tools

Michael Spirito

AXA does a great job of using appropriate meta descriptions for pages and keywords within URLs

Source: Google

Michael Spirito

AXA uses a single and appropriate H1 header for each page

Source: AXA.com

Michael Spirito

The website also makes great use of content. There is plenty of information on each page.

Source: AXA.com

Michael Spirito

However, the website tends to over-optimize by using keywords too frequently.

Consider using the words less or finding synonyms to convey the points being made.

Michael Spirito

The homepage is descriptive but very minimally. For someone who doesn’t know about AXA, it can be very

vague as to what the company actually does.

When you enter the site, you see “Redefining Standards”. This leaves a lot to the

imagination and doesn’t tell site visitors much about the site. Also, while life

insurance is clear, it is confusing as to what industry AXA is in regarding Advice and

Retirement.

Michael Spirito

AXA must build trust on their website

Consider showcasing customer testimonials, certifications, awards, employee experience,

etc. on the homepage.

Michael Spirito

AXA lacks superiority over competitors but seems to have the means to compete

Michael Spirito

AXA has a very polished website and therefore it seems that the lack of business is due to lack of knowledge about the company.

AXA needs a means to drive people to its website. There is a strong lack of searches for

AXA in comparison to competition. The website itself is informative and professional

so more views will result in more conversions. Consider advertising

adjustments and more keyword optimization.

Michael Spirito

Strengths

Fantastic crawlabilityGreat website layout, easily navigableVery relevant

Michael Spirito

Weaknesses

Lack of brand searchesLack of company search results when major

keywords are searchedLow awareness of public about the company

Michael Spirito

Opportunities

There is the potential to Google analytics and Bing/Google webmaster tools to gain a better understanding of site visitors

Advertisement adjustments/additions could raise public knowledge

There may be a need for more financial advice for the younger generation

Michael Spirito

Threats

There has been a steady drop in interest in life insurance according to Google trends

Competition has a much larger portion of the market’s interest and top-of-mind awareness

Michael Spirito

I have plenty more information and recommendations for AXA, all you need to do is ask!

I am happy to talk with anyone who would like more information about my digital marketing

strategy for AXA. I can be contacted at mnspirit@asu.edu