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How to Make Your Insurance Agency’s Website Sell, Not Tell

How to Make Your Insurance Agency’s Website Sell, Not Tell

Thursday, March 3, 2016/Categories: Business Tips

If you have a website for your insurance agency, you’re already ahead of the curve. Nearly half of small businesses don't have a website, according to a recent survey by Clutch, a B2B research firm.

It seems like a no-brainer. Businesses need a web presence to increase visibility and growth. But are you making the most of your agency’s site? Many insurance agents use websites as a business placeholder and nothing else – and that means they're missing out on valuable marketing opportunities.

Jordan Markuson (@StaffingAdvice), an insurance broker at (@Heffernan_Ins), says a brochure website will only be visited once because the user will get all the information they need quickly.

“An engaging website will give users a reason to come back to your website and stay on it longer,” Markuson says.

So it’s time to step up your website sales game. Learn how to effectively optimize your agency website to maximize its marketing potential with these four tips from experienced pros.

1. Build a responsive site for your insurance agency

Once potential clients find your website, you don’t want to drive them away with pages that won’t load or hardly display on mobile devices.

Veteran web developer Chris Love (@ChrisLove), owner of , shares a story about a large insurance provider client that had a painfully slow online application.

“They received numerous complaints from their independent sales agents. The insurance company's developers could have cared less,” Love says. “This was costing the company money because agents were not even using its system to get quotes.”

Pro tip: Love recommends businesses test sites on a variety of real devices and browsers. “Responsive design gives you the ability to reach devices of all sizes as well as a long-term return on your investment because you need to update the code less,” he says.

It’s the best chance of providing a maintainable user experience that reaches everyone, Love adds.

2. Remember valuable content is king

Instead of just telling users about your agency, show them what you can offer.

Chelsei Henderson (@_chelsei), a content marketing consultant, says it’s easy as ABCDE: Always Believe Content Drives Education.

“When the market is overwhelmingly undereducated, you’re sitting on a potential goldmine!” Henderson says. “It’s all about educating the customer and adding immense value to their lives.”

Pro tip: Henderson suggests creating content that solves problems or answers practical questions your target customer has. “Create an eBook, kit, or tool that solves the biggest problem you identified,” she suggests. “Offer it for free in exchange for an email address.” Before long, you'll have generated your own leads list.

3. Entice prospective insurance clients with a call to action

If prospects are already on the site, the next goal is to get them to act. That means you need strong calls to action across the entire website.

A call to action is a banner, button, or prompt on your site meant to engage your audience and encourage them to take action, whether that's giving you a call or entering their email address.

Tim Jaekle, a senior consultant at management consulting firm (@ChappuisHalder), says a successful call to action is reliant upon good web design.

“Test and learn what approach works best in terms of placement and appearance,” Jaekle says. “The more you learn to optimize your site, the better chance you’ll encourage folks to provide their information.”

Pro tip: Jaekle recommends making sure any call to action is placed “above the fold,” meaning as soon as someone lands on the page, they can see that call-to-action button. “You don’t want users to need to do any scrolling,” he says. “Visibility is essential.”

4. Reel ‘em in

You’ve got potential clients hooked with great content and strong call-to-action items on your site. Now it's time to seal the deal.

David Cuevas (@DCuevasIM), inbound marketing manager at (@InTouchM) and a licensed insurance agent, says customers are on a buyer's journey that includes three different stages:

  1. Awareness. Buyers are aware that they have a problem.
  2. Consideration. Buyers are considering solutions.
  3. Decision. Buyers want to take action, which may mean working with sales.

“Most websites cater only to the decision making stages, which is why they don't work in terms of results that agents are looking for,” Cuevas says.

Pro tip: Cuevas recommends adding value to the customer experience. “If you have done nothing to address this on your website and provide zero value, you will never be able to speak with prospects about your solutions,” he says. “You have not earned their trust.”

Online Marketing Mistakes? General Liability Insurance Can Help

As you develop your website, remember to exercise caution about what you say and put on your site. Write original content only and stay honest about your services, lest you run into copyright infringement claims or false advertising claims from clients.

Luckily, your General Liability Insurance benefits can help cover third-party advertising injuries by paying for court costs, attorney fees, and damages. 

Looking for more ways to step up your online marketing game? Check out “4 Ways Agents Can Stay Relevant for the Online Insurance Customer.”


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