How does your agency currently stand out among the other agencies in your area? Even if you believe that your customer service and years of experience help differentiate you from the crowd, there are other ways of marketing yourself as unique and more appealing to your customers that you may be missing out on. Arguably the most important way to attract new customers in the 21st century is your website.
If you are ready to take the next step in attracting new leads, reaching a wide variety of customers and boosting policyholder satisfaction, then your website needs to be stellar — even though your products are standard across the industry.
But how do you go about achieving all of this? How do you make your website something more than a traditional platform simply there for giving consumers access to your contact information? These best practices below will create a truly engaging, eye-catching and informative insurance agency website.
Make Your Website Responsive
Studies show that people who use the internet are accessing it through mobile phones more than through desktops these days (51 percent compared to 49 percent). This means that about half of all your new leads and current customers will visit your website through their cellphone instead of their home computer.
And if your website isn’t optimized for mobile responsiveness, you could be missing out on customers who have a harder time visiting your site while on the go. This also will affect your agency website’s position in organic search results through Google.
When Google ranks websites for search results, one of the factors that plays into higher rankings includes being responsive and mobile-ready. For local businesses like insurance agencies, this could have a huge impact on the number of leads your website brings in each month.
Display Resourceful Information
One of the biggest mistakes many companies across all industries make today is not providing enough information on their websites for consumers to read. Whether you provide advice and resources through a weekly blog or you expand your website to include several landing pages or FAQ pages, it’s important that you act as an educational resource to your customers and community members.
This will help you achieve a variety of things. First, displaying resourceful information will often boost your position in Google’s search rankings. It will also allow you to build authority on subjects you are an expert in, which allows your consumers to begin trusting you even before the first phone call or email comes through. You’ll even be able to share these pages and documents with your customers through emails and social media. This way, you can answer many commonly asked questions instead of taking up time you could be spending talking with new clients.
Websites of all kinds need to be easy to use and navigate. This best practice is absolutely vital, since your customers need to be able to find your contact information and other important documents or forms quickly and without frustration. Streamline the structure of your website so that all important pages can be visited from your main homepage, and link to your contact form or about page from all other pages on your website.
Meet the Team Page and/or About Us Page
One of the most commonly visited pages on any website is the “Meet the Team” page or the “About Us” page. Sometimes websites have this information all on one page, while others may split up the information on two pages: one for the team member bios and one for the history, values and mission of the agency as a whole.
Depending on your size of agency and your audience, you may want to do one or the other. However, it’s important to at least have this information displayed somewhere on your website so that your agency can seem more personable and so your customers can learn more about how much experience your agency has, among other information. Just be sure to include engaging and easy-to-read content alongside pictures of your agency, team members or region that will attract customers to your company.
Learn More About ASI
ASI is one of the largest homeowners insurance carriers in the United States. Through a network of independent agents, the company offers home, condo, renters, dwelling fire and flood insurance in over half the country, with plans to cover the rest by 2017. Find out more at AmericanStrategic.com.