Sixty-nine percent of prospects start their insurance search online, which is why it's vital to be listed at the top of local search results. Once a prospect lands on your website, make a positive first impression by having a clean, beautiful site that's unique and easy to navigate. A great website will help you sell more policies and improve your workflows. Here are 10 ways to make your insurance agency stand out online.
1. Check your local search ranking
People will rarely click beyond the first page of Google's search results when they're searching for insurance online. One of the best ways to improve your SEO (search engine optimization) is by collecting 1-4 quality reviews every month. If you collect too many at once, Google may flag your listing because it looks like you're paying for reviews which is against their terms of use. As a result, Google may penalize your agency in the search rankings.
2. Ensure your business information is accurate and consistent
Check the sites where your business is listed to make sure all the information is correct at least a few times per year. You don't want a prospect to find you on Bing and request a quote from an email that's been deactivated. Having your listings consistent across the internet is another way to climb in your local search rankings. If you need help finding everywhere your agency is listed online, there are several resources that can help.
3. Provide multiple ways for website visitors to get in touch
Consumers have many options for insurance, so if it's difficult for a prospect to get in touch with you, they'll likely choose a different agency over yours. Make it easy for people to reach out to your agency in a way they prefer by having your contact information clearly listed on Google and your website. Add web chat options on your website, Google and Facebook so prospects can ask questions and get answers in real time.
4. Use forms to collect information
It takes a lot of time to follow up with customers and prospects to get all the information you need to provide them with an accurate quote or make a change to their policy. Instead of playing phone tag or sending multiple emails, give people a clear way to provide all the information you need directly on your website. Add quote request forms to your website asking for all the information you'll need. Create simple questionnaires for renewals so you can easily compare options and offer additional coverage to clients who need it.
5. Follow up quickly
As an insurance agent, you could use a few more hours in your day. Don't let a warm lead slip through the cracks because you didn't have time to reach out. Create a standardized process where once you have the information you need, you automatically send prospects or clients an email or text with the information they need.
6. Automate more processes
Proactively reaching out to clients and prospects takes a lot of time. Your website should help you automate prospecting, renewals and cross-sell campaigns. For example, if someone requests a homeowners quote, you should be able to automatically send them follow-up emails and texts for the next few weeks to see if they've reviewed it. Make sure your CRM and your website work together to automate as many of your workflows as possible.
7. Avoid using generic content
Many insurance websites look similar and have identical wording. Stand out from other agencies with unique content and a website design that matches your agency's brand. Your site can still be functional without getting lost in the slew of boring insurance websites. Having unique content on your website will also help improve your SEO.
8. Provide a personalized experience
When a client or prospect visits your website, you should display information that's relevant to them. You can create short, targeted messages to appear on certain pages of your website. Use these when you need to notify clients of upcoming renewals, cross-sell certain policies, encourage prospects to leave their contact details or share important agency announcements.
9. Start a blog
Showcase your insurance expertise by adding a blog to your website. This may seem like a time-consuming project, but it doesn't have to be—you already answer insurance questions daily. Instead of typing the same response to each person, turn your answers to common questions into a blog post you can link to in emails or texts. Doing this will save you time and impress people visiting your website. Hosting unique content, like blog posts, on your website improves SEO and increases the likelihood that prospects will find you online.
10. Highlight testimonials from your happiest customers
Prospects visiting your website want to hear what your existing customers have to say about working with your agency. Post glowing client testimonials directly on your website. Your customers will feel special when they see their name on your website, which helps improve retention. And prospects will be more likely to choose your insurance agency after seeing positive feedback from others.
ACT Supporting Partner, ClientCircle® is a leading insurance communications platform in the U.S. Their all-in-one platform helps insurance agencies manage customer relationships, collect and analyze feedback, improve retention and reputation, collect reviews and testimonials, grow referrals, automate cross-selling, build websites made for insurance, and send communications spanning multiple channels. For more information, visit www.clientcircle.com.