“Information is power”. This is a common and assertive quote. You can see it in your line of work: people come to you because you know and have the information to seek the best policy for them. That’s why you need to provide information basics in your websites for insurance agents so potential clients get a better sense of who you are.
In marketing, information serves as a way to enable conversion. Potential clients need certain information from you and about you to make sure they’re doing the right decision by working with you. Remember that these people are trusting you with their lives, homes, and health, etc.
If you have a site and you want it to be an effective marketing strategy, there needs to be certain key elements that let the visitors know who you are, how you work, among other things. By ignoring them, you may encounter a bit of trouble:
According to research by User Interface Engineering, Inc., 60% of the time, people can’t find the information they seek on a website.
What’s even more alarming is that, an investigation by Forrester Research states that half of potential sales don’t follow through because users can’t find some of that basic information and this causes 40% of visitors to steer away from a site (and a business) after that negative experience.
Basically, what this means is that, while an online marketing strategy will help you get more quality leads, a lack of information may very well be pushing those interested potential clients away from your business and into your competitor’s arms!
To make sure this isn’t happening to you, go through this checklist and audit your own insurance agent websites. This way, if there’s anything missing, you’ll be sure to step up your game and be ready for interested visitors!
Back to Basics: A Checklist for A Website for Insurance Agents
This is a no-brainer: your phone number, email, your office’s address, among other information should be in your site. Preferably, in a prominent and visible spot across all the pages. If people want to find you, make it easy for them and give them a way they can contact you. Let them come to you!
Tied up to the point above, are the service hours. At what time are you available? You can’t have people calling you at 9pm when you’re trying to have dinner with your family. By establishing limits, you’re letting them organize their day in a more effective way.
In this example, you’ll be able to see these first two information basics in action. Make sure you include them to give your visitors the information they need to get in touch with you!
Call to Action:
A Call to Action (CTA) is one of the most important elements of your site. It’s the hook that reels in and separates those who are ready to convert from the ones that are just researching about your business.
Your phone number is one, for example. Others are buttons or links that capture their attention or interest. Do you offer free quotes? or the first consultation for free? Let them know!
In the image below, the Call to Action is in a prominent space: on the top, right corner. The “Get QUOTE” button can be effective to get those visitors that are interested in you but that still need a little bit of convincing.
Services / Types of Insurance you Offer:
Insurance agents are varied in their services and the type of insurance they offer. This can be often confusing for potential clients and if they don’t find the information they’re looking for, they’ll move on to another agent really fast.
By including the services you provide, you’re making it easier for potential clients to decide whether they want to work with you or not.
In this section of the site, this insurance agent provides a list where he states what kind of insurance he offers and who could benefit from it. Be sure to do the same to tilt your customers in your direction!
In insurance, it’s sometimes required for you to have certain credentials. People want some reassurance that you know what you’re talking about.
By including your education, for example, they’ll have some validation that they’re dealing with a real insurance agent that can help them with their needs. Remember that they need to trust you, so give them an idea of who you are in the business!
This example shows a picture and some information about the agent. From what he studied and where, to part of his curriculum. Make sure to keep this information updated as you grow in the business!
These are very important: people want to be sure of what they’re getting, if they can trust you, etc. Testimonials are a great way to do this because they give your business credibility.
By sharing the experience of current or previous clients, you’re letting leads know that you are trustworthy and that you have clients to back you up!
Information is a great tool to get business rolling. People are looking for you but they want to find the information that will get them to convert. Go through this checklist and make sure you aren’t missing the mark and with it, quality leads in your website for insurance agents!
Have a question about this post? Feel free to ask!
Image source: http://www.nickruickoldt.com/