Show Some Love to Your Website

February 12, 2018 Neal Smith

laptop with two hearts

Ah, Valentine’s Day. The most romantic day of the year!

But, before you plan to leave the office for a relaxing evening, you’ve probably still got a lot of things on your plate. Running an insurance agency comes with steep responsibilities, after all.

Competition in the insurance world is fierce. One of the best ways to market yourself is with a strong online presence.

Your website is often one of the first places customers go for help with their insurance needs. You don’t want to lose out on business because clients cannot find the information they need.

Your website should serve as an easy-to-understand point of reference for clients. Website maintenance should be a regular task in your agency. It’s another way of showing customers you care about them.


1. Update Your Website Regularly

Agencies must make themselves appealing to earn and maintain business. Your digital platform is crucial to this. If you don’t have good information on your website, customers might decide to look elsewhere.

The insurance market changes often. Both state and local law govern industry practices. Agencies should update their website content to reflect current industry trends and regulations. This can help customers get the most up-to-date information on their coverage.

Furthermore, frequent website updates show a great degree of customer service. Clients want to see frequent updates to your website. It indicates you are consistently bringing them better information. It shows you are on top of your game.

2. Write in a Way that Clients Can Understand

Keeping your website updated is great. But, updates mean nothing if your clients cannot understand your content.

Remember, the average consumer usually doesn’t understand the intricate details of insurance. It’s up to you to help. Your website content should explain ideas in client-friendly terms.

Most Americans read at a level of the average middle schooler, roughly sixth to ninth grade. Your content should contain clear, concise information. Make sure it is consistent with the average reader’s ability to understand. Refrain from using complicated jargon or discussing lofty topics in your content.

The information you provide should also get directly to the point. Many online readers scan websites for the simplest answers to their questions. Talking about more intricate details of various policies likely won’t mean a lot to your clients.

You should strive to highlight the most important aspects of the topic you’re discussing. If you wish to discuss more detailed topics, do so only after the important information.

3. Make Local Information Your Priority

All websites must cater to their audiences. Most independent agencies have strong roots in their local communities. This means you should direct your content toward your community’s understanding.

When writing content, always market it in location-specific manners. For example, when discussing weather coverage for homeowner’s insurance, talk about weather damage common to your area.

Content should also sound familiar to your clients. Make your approach to writing accommodating and friendly. Even though you can use local jargon in content, use correct spelling, grammar and syntax. There is a difference between including local color and making content sound unprofessional.

Not least, respond to local needs. Should a change develop in your local insurance market, immediately notify your clients.

For example, some insurers freeze the issuing of new homeowners policies before hurricanes. Use your digital platform to help clients get immediate access to relevant information.

At the end of the day, your commitment must be your clients. Think directly about them as you write for your website. While the website reflects your agency, it must serve your customers. When all's said and done, it must adequately reflect your local services.

About the Author

Neal Smith

Neal Smith is ITC’s content writer. He focuses on line-of-business specific blogs for ITC clients. He also writes and edits website content for ITC’s SEO customers. His specialties include creative writing and targeted line-of-business content. He also prepares social media content for SEO clients. He holds a bachelor’s degree in Journalism and Mass Communication from The University of North Carolina—Chapel Hill. He is an avid Dallas Cowboys and UNC Tar Heels fan.

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