How Storytelling Can Improve Your Insurance Website

January 4, 2017 Dylan Brooks

storytellingIf you want to your agency website to compete online, you'll need relevant content on it.

This is a statement we make repeatedly at ITC. Consumers expect relevant content as they shop online, be it your website or

Relevant content earns the trust of online consumers. Trust closes sales and builds a loyal customer base.

But, there are tens of thousands of insurance websites in the United States alone. How can you make your website content stand out from the crowd? The answer lies in a storytelling approach.

Let's take a closer look at how storytelling can improve your insurance website.

The Why

When you think of a story, what comes to mind? The Bible? The Knights of the Round Table?

I'm sure your insurance website wasn't top of mind when you thought of stories. But, there's no reason it shouldn't be.

Let's take a closer look at the two examples I listed above. Both have characters who must respond to adversity to reach a destination.

Now, think about the insurance shopping or claims processes from a consumer's perspective. There's a story to tell.

The How

You don't need to be Charles Dickens to spin compelling stories. But, there are some general principles to follow for the most success.


First, take note of the classic story structure. Most stories feature an introduction, rising action, climax, falling action and resolution.

Here's an example of these principles in action:

Introduction (Nikki is a suburban homeowner.)

Rising action (A storm sends a tree branch through the roof of Nikki's home. Her upstairs bedroom floods.)

Climax (Nikki files a claim, and the insurance agrees to cover most of the damage.)

Falling action (Nikki gets the roof repaired and the water damage rectified.)

Resolution (Everything's back to normal, and Nikki isn't left footing the bill.)

This hypothetical story illustrates home insurance better than a list of coverage options. This format is also more effective at inspiring consumers to take action.


Next, choose a hero in the story. Make sure it's not your agency. It's tempting to paint an insurance agent as the one who swoops in and saves the day. But, this move can burn consumer trust.

Consumers are in control of the online marketplace. Make sure they are the hero. In the example from earlier, Nikki is the hero. Consumers reading that story could face a similar situation in their home. Thus, consumers are likely to trust the story.

Designating the consumer as the hero is critical. It demonstrates the services you offer can help them in the wake of life's minor speed bumps. And isn't that what insurance is all about anyway?


Finally, you need to make sure the story resonates with insurance consumers. The narrative must be relatable to your audience.

In the example from earlier, many homeowners are aware of the damage a fallen tree branch can cause. Even if they don't share Nikki's experience, the story will resonate.

To create stories that resonate, you'll need a thorough understanding of your target consumers. Recognize their insurance-related challenges and frustrations. By writing to this in story form, you'll be able to spin a tale consumers understand.

If you don't have enough information on your clientele, don't despair. You can still create content consumers will notice. But, it will take a bit of creativity.

A recent Farmers Insurance commercial is a great example of this. A dog starts a house fire by leaping for a slice of pizza on the stove. While this scenario is not realistic, its absurdity causes viewers to take notice.

Ultimately, the purpose of your insurance website is to build a connection with consumers. Use storytelling to craft your website content. Then, you can earn consumer trust and grow your customer base. Get started today to reap the benefits and improve your agency marketing!

Want to learn more about the internet marketing solutions ITC provides? Contact us for a consultation.

About the Author

Dylan Brooks

Dylan Brooks helps ITC clients improve the visibility of their agency websites, working directly with them to improve their search engine rankings. Dylan has a bachelor’s degree in communication from the University of Miami and an MBA from Southern Methodist University. Dylan has extensive experience with writing, strategy and marketing analytics. In his spare time, Dylan enjoys cooking, participating in 5K races, and spending time around Dallas.

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