Your agency's NAP (name, address and phone number) is an important part of your insurance agency website ranking well in local organic search results because search engines take local data, like your NAP, into account when showing geo-targeted search results. Understanding how to use NAP is critical to help search engines determine whether to display your website.
For example, if someone is searching for auto insurance in your city, you want to make sure your business shows up in those local results. Listing your NAP on your insurance website, and doing it consistently elsewhere, like social media and local listings, will give the search engines confidence that your listed location is real. Therefore, they are more likely to show your website in those results.
What to Do
The first thing you want to do with NAP is to make sure it's correct on your website and any other websites that list your agency. As best practice, put your NAP on your homepage and make sure it matches the one you have on your locations and contact page.
Accuracy is most important because if there are any inconsistencies, the search engines will notice it when crawling your website. Inconsistent information can cause them to possibly deem your insurance agency website as untrustworthy and inauthentic.
Another tip is to get your NAP on every reputable directory you can. The more local, the better. Reputable directories show the search engines that your website is unlikely a spammy, made just-for-SEO website.
This is why it is important to make sure your NAP is consistent on your own website but also on other listings like Yelp, Bing, Citysearch.com, Merchantcircle.com, Four Square and Yellow Pages. If you have a different NAP on these websites compared to your website, the search engines will likely drop your ranking.
As you can see, it is important to have your NAP correct for the sake of the search engines. But it's also important to be consistent with your NAP for your clients. If a client gets to your office or calls you, don't confuse them with incorrect street names or multiple phone numbers. Make sure it's clear to your clients where you're located and which number they need to call to reach you.
When it comes to NAP, the key is consistency. As long as your NAP is correct on your own insurance website and other local directories, this will only help your search engine rankings.