What sets one insurance website apart from another? The answer is the ability to get visitors to return again and again, as well as refer others to the site. Insurance websites, aside from good content, need four things to make them the place to stop, and shop. How is this accomplished?
- Engagement – You want your website visitors to engage with you, whether online through quote and/or customer service forms, or by calling your office. Making this process less difficult will make your visitors feel appreciated and welcomed. Encourage any and all feedback, even the negative type. Knowing that you’re willing to listen goes a long way toward building trust with consumers, plus your agency will seem more genuine when you talk about great customer service and your customers will feel like they’re important to you. Make sure you respond and follow up in a timely manner. There’s nothing worse than encouraging engagement on your website and not responding when your customers reach out.
- Personality – Bring your personality online through your agency colors; include pictures of you and your team, and reach them through your blog. These are the things that make your agency stand out from the competition. Use words and content that fit your personality. For example, if your agency is casual, don’t use formal language and vice versa. If your website is just a copy of everyone else’s, consumers won’t get a chance to know the real you and they’ll quickly lose interest. People like to do business with people, and companies, they actually like, so don’t be afraid to let your personality show through.
- Resource – Becoming a resource can really make your website a favorite insurance destination. Unfortunately, you really can’t afford to give away or discount your products, so the best way to reward visitors is by offering free information. For instance, provide free reports that can be downloaded on your website that includes a list of related service providers like banks, mortgage brokers, carpet cleaners, and gardeners, as just a few suggestions.
- User-Friendly – Finally, one of the quickest ways to lose website traffic is to have a website that is hard to use. Bad navigation, graphics that don’t load or run slowly, broken links and missing or incorrect information are just a few ways websites can be hard to use and turn people away. Insurance websites don’t have to be inventive; they just have to be accessible.