Your agency website is the first touchpoint that potential customers come to, so it needs to be eye-catching, effective and communicative. But with so many articles out there telling you what elements your website needs to have, how do you know which will work for your agency? We’ve done the heavy lifting for you. Here are the essential elements you’ll need to include that will boost your website’s efficiency.

An eye-catching value proposition. 

As soon as someone lands on your website, they should be able to tell who you are, what you sell, and why you’re different from other insurance agencies. The easiest way to capture all of these elements is to craft a value proposition. This is a short, descriptive sentence or phrase that captures why your agency is unique, and what you offer that other agencies don’t. 

Do you personally reach out to clients every month to check in? Write a value proposition that highlights a personal connection. Are you a small-town insurance agency that knows the housing market in your area better than anyone? Highlight your expertise! Sit down and write out a list of what makes your agency unique, then choose a few to highlight.

A services section and page. 

Have a bullet-point list of services and policy types that you offer near your value proposition. You’ll hook people with your unique characteristic, then give them a full menu of services you offer so they can quickly determine if you’re a good match. Then, be sure to build out a page dedicated specifically to your services and expand a bit more.

A clear call to action.

The next thing your website needs to do is encourage your visitor to take an action – namely, to become a customer! Include a form that interested prospects can fill out asking for their name, email, phone number and what type of insurance they’re looking for. This will give you a better idea of their needs before you can get them on the phone or set up an in-person meeting to get the nitty-gritty details. If you don’t want to include a form, feature a button with a call-to-action like “Schedule a call” or “Learn More” that leads them to more information or another way to contact you. Your call to action should be clear and to the point.

Contact information.

In addition to the form or call to action we mentioned above, you should have a designated section with contact information – your hours, phone number, physical address, email address, social media links, and any other information someone might need to get in touch with you. You should include this info in your footer, as well as featuring it on its own page. Make sure you include a link to your contact page in your navigation pane so visitors don’t have to hunt around to find it.

Clean and simple navigation.

This may seem like a no-brainer, but make sure your navigation is straightforward, descriptive, and easy to use on a desktop and on mobile. Your main navigation (usually at the top or along the side of the page) should be visible on every page of your website. Additionally, you should include links to relevant pages within your site. For example, add a button to your services and contact pages from your testimonials page so people can quickly link to relevant information.

Testimonials and quotes from clients.

Research shows that visitors to your website are more inclined to trust feedback from your current customers over what you say about yourself. User-generated content, like testimonials, hold more weight with potential clients and give you the support and credibility to convince your website visitors that you’re the agent they can trust. If you have a few positive reviews or glowing feedback from customers, capitalize on them! Show potential clients that you’re trustworthy, and let your current or past clients do the talking.

A blog.

It can seem daunting to consider starting your own blog. What do I write about? How often do I write? To begin, brainstorm a list of common topics or questions you tackle with your clients. Is there a trend in the policies you’ve been writing lately that can help inform a future client? What’s something people seeking insurance coverage don’t know that you wish they did? These will all help you come up with a list of potential blog ideas. From there, you need to (realistically) decide how often you’ll have time to write. Whether it’s once a month, once a week, or once a day, any content is better than no content. If you don’t want to write these blogs yourself, look into hiring a freelancer or an agency to handle it. 

Featuring blogs on your website not only provides visitors with useful information, but it will position you as a thought-leader and reliable resource in the industry. Also, having a blog and posting new content regularly will help boost your SEO, which can mean a better search engine result ranking. 

Be sure to feature each of these seven elements on your insurance website to help boost efficiency and clearly communicate with visitors. If you’re in need of more customers or leads, touch base with us for an account wellness check and call 800-820-2981.

Bailey Hubner

Bailey Hubner is the Email Marketing Manager at Hometown Quotes and Staff Writer for Hometown University.

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