During normal circumstances, your clients depend on your insurance agency website. During this unusual situation, your website is even more important.
If regular maintenance is your focus, your website is a resource for your clients. It should be your best one.
Below are three tips to keep your website updated while your office is closed.
1. Create A Special Page
The purpose of this special page is to provide a hub of resources for your clients. We’re going for consolidation of resources here. Don’t make your clients search for what they need from your website.
First things first. Title your page in such a way that it is a clear indication of what it’s about. We’d recommend going with COVID-19 Resources or something similar.
If you’re going to put a call to action (CTA) that directs visitors to your COVID-19 resources page on your website home page, that’s fine. However, consider that not everyone who visits your website navigates to your home page.
This could be because your auto insurance page ranks higher in Google than your home page. Someone might also have bookmarked your homeowners insurance page for easier access. If these scenarios are the case, they’ll miss your special page.
Whatever the reason, you need to have a dedicated page. If you have a blog, include a CTA within your blog to navigate to your new resources page.
Here is an example of what this looks like on the ITC website.
Now, what do you put on this page?
Avoid doom-and-gloom messaging. Stay focused on informative content. Include as many helpful links and information from trusted sources about what’s happening in your area as you'd like.
You should include what your agency is doing in response to COVID-19. Especially what you’re doing for the people in your community.
Use the page to provide updates. Like when you’ll be opening up your office and how you’ll continue to service your clients in the interim. Make sure to include how they can stay in touch with you.
It doesn’t hurt to include some lighthearted content. My neighborhood recently had a social-distancing Easter egg hunt. Houses that wanted to take part made a paper egg and taped it in the window or somewhere in the yard. Kids strolled by and took pictures or wrote down how many eggs they found. That would be a great thing to share with others.
The main objective with lighthearted content is sharing how people are making the best of this situation. With so much negativity surrounding COVID-19, people are searching for the good. You can provide that.
2. Create A Standout Link in Your Website Navigation Menu
Since not everyone lands on your home page, how are they going to find your COVID-19 specific page? That's why navigation menus exist.
Make an obvious and clear stand out link in your navigation menu. Below are some examples.
The navigation menu is the best option because it shows up on every page. Studies show that people use the navigation menu first when they can't find something.
Don’t worry about colors here. You want this navigation item to stand out. If all your buttons are red, go with a different complementary color that is part of your branding. We’re going for eye-catching here.
3. Keep Social Media Updated
There's probably not a lot going on in your office right now to share with your followers, but you still need to keep them engaged. Everything you post on your website or agency blog should make its way to social media and vice versa. This is how you’re going to get traffic to your website.
When creating social media posts, check out my previous blog post on creating shareable graphics. It includes information about Canva - a free and easy-to-use tool for creating graphics. I recently logged into Canva, and you can now make your own Zoom backgrounds!
Keep your followers engaged with fun blog posts from your website. Share unusual quarantine meal ideas or Netflix shows that you're binging. When posting these somewhat non-traditional blog posts to your social media, engage with your followers. Ask them what they’ve been making or watching. I'm sure the parents have some crazy stories about how to keep kids entertained. Post your own crazy stories and start the conversation. Allow your followers to bond through their mutual circumstances.
You're three steps away from enhancing your website significantly. Step one is to create your COVID-19 specific webpage. Step two is to create a standout link in your navigation, so your resources are readily available. Step three is to share everything you post on your website to social media. A website without backlinks is a house without roads. Use these three tips to make your insurance agency website your best tool.
About the AuthorMore Content by Jayci Morrison