How Your Homepage and About Us Page Content Builds Trust

November 4, 2019

laptop illustration with speakerphone

Content is king. I'm sure you've heard it many, many times before, not least from your SEO Consultant here at ITC. There's a reason we go on and on about why content is so important. The most important reason is Google. Specifically Google's algorithm, and their first algorithm update called Panda that occurred in early 2011.

Since then, Google puts an ever-increasing emphasis on the quality of website content. Making sure webmasters create high-quality, unique and relevant content has been one of their highest priorities.

In this post, I am going to show you how to write compelling content for your insurance website homepage and your About Us page. Both pages are necessary for insurance agents.

Homepage Content

Your insurance website homepage is probably the most visited page on your website. It is imperative you make a good impression. There are many ways to do this using website design elements. But, it is also important to make an impression with your words. Insurance is all about trust. You want to show customers and prospects you are trustworthy right off the bat—right from the first page of your website.

How do you show you are trustworthy? Tell them what you've done in the past that made you dependable. Talk about what you're going to do in the future that will continue to build trust. Answering some or all these questions could help:

  • How long have you been in business?
  • Which products do you offer? Do you provide any follow-up services?
  • Describe your customer service philosophy in two to three sentences.
  • What can a customer expect when they walk through the door?
  • How do you want your staff to interact with customers?
  • How do you want customers to feel when they leave your office? 
  • Why should a prospect choose you over your competitor?
  • Describe how your services differ from the competition.
  • What's the best way for customers to reach you?

About Us Page Content

The About Us page has a slightly different goal than the homepage. To a certain extent, you can expect the reader of the About Us page to already be on your side. They already like what they see. Now they want to get to know a little more about you.

The reader of the About Us page is not a stranger, so why not show them some pictures. You should share some pictures of your office or your employees. This is yet one more factor in building trust. You could even embed an introductory video about your agency. It may just tip the scales in your favor and get your prospect to call you. 

Otherwise, answering the following questions about your agency history, employees and community will help to fill out your About Us page.

  • Who founded the agency?
  • Is it family owned? Was it ever family owned?
  • How many employees do you have? How many years of experience do they have?
  • Name and describe the agency principal. 
  • What's his/her background? How many years of experience does he/she have in the insurance industry?
  • How long have you been helping customers in your community?
  • Do you have any community accolades?
  • What is the history of your main office? What are the values and beliefs of your company?
  • Do you have a mission statement?
  • Do you belong to any associations, chambers of commerce or clubs?
  • Do you have any industry awards?

There's nothing worse than leaving default content on your homepage or leaving your About Us page blank. Customize your content with something about your agency. I've given you ample ammunition to do so. Now you don't have any excuses!


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