To blog or not to blog, that is the question. The answer for most insurance agency websites is yes. However, for some it may be not yet. ITC President Laird Rixford discusses why it's important for some insurance agencies to blog last.
To blog or not to blog, that is the question. The answer for most insurance agency websites is yes. However, for some it may be not yet.
Blogging is definitely important to the success of your insurance agency website. But, if you're not ultimately reaching your audience, your hard work will be in vain.
There are website pages you should add content to first before you start blogging. This optimizes them for search engines and helps your visitors.
In order of importance, you should optimize: Your home page, your agency’s About Us page, and your line of business pages.
In most cases, the home page is the most critical page on your website.
For Insurance Website Builder clients, every home page comes with the same default content. That means it is duplicate content until you've added your own. Search engines penalize websites with duplicate content by displaying them lower in search results.
Luckily, if you’re an Insurance Website Builder client, it’s easy to replace the default content with your own content. On your home page, add a paragraph about your agency's history and who your audience is. Talk about the line of businesses you offer and what geographical areas you serve.
Add plenty of informative content to your About Us page. It helps customers get to know you and search engines to find you.
Your About Us page should include a complete history of your agency. Round out the page with any taglines, mottos, value propositions, line of businesses offered, and carriers you write for.
And finally, you’ll want to update your line of business pages before you move on to regular blogging.
If your line of business pages come with default content, you will need to add your own content to those pages too.
Line of business pages can rank decently in some cases. But, your pages will have a better chance of being seen if you add your own unique, localized content.
If you don't know where to find local insurance content, try adding useful local insurance data. There are several resources out there. Just make sure to paraphrase and not copy and paste their content onto your website.
If your website content is not optimized, you're leaving policies on the table. Having fresh and relevant content on your Home, About Us and line of business pages are the easiest wins when it comes to SEO. Do these first before you start blogging.