When done right your insurance agency website can be the best tool in your marketing toolbox. When done right it can actually help you sell insurance.
I know what you're asking. How do you build a website so it's done right? First, you need to realize that a website is more than just a pretty design. You should first focus on why you need a website and what you want it to do instead of what you want on it.
Do you want a website that is basic and has your agency's information on it? Or do you want a website that allows you to do online quoting, generates leads and integrates with social media? In other words, do you want a website that is an integral part of your online marketing plan driving leads, educating prospects and communicating with customers?
Here are 8 things to do before you get started on building your website:
1. Set goals. Make them realistic and measurable. Here are some great ideas to get you started: Generate leads online. Increase brand awareness. Expand your market to surrounding areas. Improve conversions.
2. Learn SEO basics. You absolutely will want help in optimizing your website for search engines. But understanding the basics of search engine optimization is something you need to know too. Plus, when SEO starts working, you don't have to spend so much time trying to improve your website traffic.
3. Plan on creating a mobile version of your website. 25% of the traffic to our client's websites comes from mobile devices. This number will continue to rise as more people buy smartphones and tablets and start using their mobile devices to surf the Internet instead of their desktops or laptops.
4. Look at your competitors. Are they doing something right on their websites? What do you like? What don't you like? This is your chance to identify opportunities your competitors might be missing out on that you can take advantage of on your new website.
5. Develop custom content. One of the most important elements of online marketing is custom content. When done correctly, it improves the readability of your website and helps to optimize it for search engines. Custom content also differentiates your agency from your competition and can improve the time visitors spend on your website.
6. Include calls to action. A call to action will clearly indicate what you want your website visitors to do. Offer online quoting? Don't just say "We'll give you a free online quote." Say "To get your free online quote, enter your information below and click submit." Have free reports to download? Instead of saying "Free report on the basics of a homeowners policy" say "Click here to get your free report on renters insurance 101."
7. Answer the "Why?"question. Visitors won't subscribe to your newsletter or follow you on social media if you don't give them a reason why they should. Don't just put up a subscribe box or follow buttons without explaining what visitors will get out of subscribing or following.
8. Trust your web designer. You've hired an expert because building websites is what he does for a living. He knows the latest trends and tricks to make your website great. Let him do what he does best, and he's more likely to not only meet your goals but exceed them.
About the Author
As vice president of marketing, Becky Schroeder oversees ITC’s growth through marketing and drives the overall marketing strategy for the company and its products. Her specialties include advertising, social media, email marketing, content marketing and public relations. Becky 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 two daughters.
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