5 Tips to Turn Your Insurance Website Into a Favorite Online Destination

August 27, 2012 Becky Schroeder

What makes your website great? If you don't know, you have some work to do. Consumers have an incredible amount of choices for where to research and buy their insurance policies online. You need to give them a reason to visit you over all those other websites. Your website needs to be the place people love to go for insurance information.

But how do you do that? We've got five ways you can turn your website into a favorite insurance destination.

1. Blog

I know we talk a lot about blogging. That's because it is a very important, incredibly powerful tool for online marketing. Aside from the technical benefits for SEO like increased traffic and better search engine rankings, blogging demonstrates your insurance expertise, shows that you care about your customers and invites communications as it gives you a great chance to listen to your prospects and customers and use their feedback to improve your website and your agency.

Blogging also turns your website into a favorite insurance destination because you are offering valuable, helpful information to consumers. Examples could include tips for how to save money, what to do when you need to file a claim or common insurance myths. By improving your blog, and by extension your website, with such useful content, your website visitors will come back again. And again. And again. They'll also probably tell other people about you and your website.

2. Engagement

You want your website visitors to engage with you. Whether online through quote and customer service forms or by calling your office. So don't make it difficult for them to contact you. It will make your visitors feel appreciated and welcomed if they don't have to hunt for what they want. Encourage any and all feedback, even the negative. Let your visitors know you're excited to talk to them. Knowing that you're willing to listen and to help goes a long way toward building trust with consumers. Also, by showing your openness to two-way communication, your agency will seem more genuine when you talk about great customer service and how your customers are important to you.

Make sure you have a plan in place to respond and follow up in a timely manner. There is absolutely nothing worse than encouraging engagement on your website and not responding when your customers reach out to you.

3. Personality

What makes your agency stand out from the competition? What makes you different? Talk about those differences on your website but also show them. Bring your personality online through your agency colors, pictures of you and your team, and, you guessed it, your blog. Also, use words and content that fit your personality. If your agency is casual, don't use formal language and vice versa. If your website looks and sounds like everyone else's, consumers won't get a chance to know you and they likely won't stick around for very long. People like to do business with people, and companies, they like. So don't be afraid to let your personality shine!

4. Resource

If you really want to make your website a favorite insurance destination, you need to become a resource. Since you can't give away or discount your products, the best way to do that is to offer free information. To name a few: Free reports that can be downloaded on your website. A list of related service providers like restoration companies, mortgage brokers, carpet cleaners, roofers and banks. And (you knew I was going to go here again) your blog.

5. User-Friendly

One of the quickest ways to lose website traffic that will never come back again is to have a website that is hard to use. Bad navigation, graphics that don't load, broken links and missing or incorrect information are just a few ways websites can be hard to use.

To create a website that is a favorite insurance destination, make it simple and easy to use. Make sure your links work and your graphics display correctly. Make it easy to get around your website and find the information they need with simple navigation. And don't crowd your pages with too many graphics so it's hard to read.

About the Author

Becky Schroeder

As Chief Marketing Officer, Becky Schroeder is responsible for driving ITC’s overall marketing strategy for the company and its products. Her specialties include creating and documenting processes; establishing metrics for managing those processes; developing content strategy and generating leads; and developing marketing strategy. Becky was named an Elite Woman in Insurance by Insurance Business America in 2016. She has a master’s degree in integrated marketing communication from Emerson College in Boston and a bachelor’s degree in journalism from Texas A&M University. Becky is a big Texas A&M football fan and enjoys cooking, reading and spending time with her husband and their three daughters.

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