ICYMI: How To Craft Effective Content For Your Insurance Website

October 20, 2016 Dylan Brooks

If you're looking to compete in the online insurance marketplace, you'll need effective content across your agency website. But coming up with unique content that moves the needle can be a tedious process.

In this Masters of Marketing webinar, I unveiled the key to crafting an effective insurance website content strategy, as well as four concepts to focus on while writing content for individual pages. These tips can help your website build trust, gain visibility and ultimately yield targeted leads.

I've included a short summary of my presentation, but you'll want to watch the recording here or review the slides below for more details.

Setting a Content Roadmap

What's the primary purpose of your insurance website? If you answered "To sell policies," you'd be wrong. The primary purpose of your website is to build a connection with consumers. Effective content demonstrates you understand consumer concerns and can provide relevant solutions in their time of need. Keep this goal in mind as your put together content for all of your website pages, from your homepage down to your quote forms.


Executing Your Content Strategy

Now, it's time to put the plan in motion. When writing content for each page, keep the following concepts in mind.


1. Think Consumer-First

Thanks to the Internet, consumers are now firmly in control of the purchase process. As such, your content shouldn't advertise to them as much as address their needs. Make sure you've researched your target consumers to ensure you're reaching them effectively.


2. Benefits Over Features

It's tempting to list of all the amazing features included in your policy offerings. But consumers care more about the "why" than the "what." Demonstrate how your agency can help solve specific consumer needs.


3. Go Local and Personal

Consumers crave personal connections with the companies they do business with. Leverage your status as a locally based business to build this connection. You can personalize your content by incorporating such features as geography, weather and local events.


4. Connect Through Emotion

Consumers lean heavily on their emotions when making purchasing decisions, so it pays (quite literally) to incorporate emotion into your content. Demonstrate empathy for consumers' problems and then provide relevant solutions through your services.

By following this framework, you can create content across your website that focuses on connecting, rather than just selling. This can help grow your brand, online visibility and bottom line.

Want to see more? Here are the slides from the webinar:

Join us for the next Masters of Marketing webinar - Top Trends for Today's Insurance Website, presented by Karly Baker - on Thursday, November 17th at 12 p.m. CST (1 p.m. EST, 11 a.m. MST, 10 a.m. PST). If you are not currently registered for Masters of Marketing, you can do so here. You can also follow the webinar on Twitter using the hashtag #MastersMktg.


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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