What should be on your insurance agency website?

If you’re an insurance agent or agency owner, you may not have a degree in marketing. That doesn’t change the fact that in today’s world you (along with any business owner) are expected to have a functioning website that accurately and positively reflects the products and services your agency offers. 

Luckily, there are a number of ways you can get a website quickly, easily, and affordably. If you’re considering building a website yourself there are many user-friendly “what you see is what you get” tools you can use. If you’re thinking of hiring a professional, we’ll cover some of the most important pieces of information you need to have on your website.

What every insurance agency website should include

Don’t pass go. Don’t collect $200. Before you do anything else, make sure your agency’s website includes the most basic information to help your potential clients find you, as well as answer some of their common questions. 

This includes: 

  • Where are you located?
  • What states are you licensed to do business in? 
  • What are your office hours?
  • What lines of business do you sell? 
  • Which carriers do you work with? 
  • How can someone get in touch with you?

If you’re truly new to the world of websites, covering these points is the bare minimum of what your site should include. Even a one page site with this information is better than no website at all. 

Put your best photos forward on your insurance agency’s website

We’ve all seen websites that use the same stock photos of the same smiling insurance agents and their clients. Take the time to make it personal instead. Photos that convey who you are and what makes your insurance agency unique will go further towards building credibility and authority. If possible, include high-quality images of yourself and any key agency staff, your building, or your actual clients. If you have to use stock photos, it’s a best practice to use those that truly reflect your client base and potential clients.

Keep your information up-to-date and post regularly to social media

People may visit your website to find your phone number, email address, physical location, business hours, and which services you offer. If these items aren’t up-to-date on your website, you can lose out on potential clients. It’s also disconcerting to visit a website and see the last blog was posted five years ago. In fact, that can give customers the impression that your business is no longer functioning. Frequently update your website and include a feed from one of your social media accounts so your most recent posts automatically populate on your website. This can help assure visitors that your agency is active and running.

Make sure your insurance agency’s website is mobile optimized

Over 68 percent of all website visits in 2020 were done on mobile devices. This number goes up each year, so there’s a good chance your potential clients are browsing your agency’s website on their smartphone or tablet. So you can’t ignore mobile optimization for your site. Depending on how your site is built, it may be necessary to make some changes for mobile. Your best bet is to look for templates labeled as “responsive” so most of the work that goes into making it mobile friendly is already done.

Include testimonials and client reviews

You know how powerful word of mouth can be for your insurance agency. Put that power to good use by including client testimonials on your agency’s website. Studies show that over 70 percent of consumers trust a business more after seeing client testimonials. By adding real statements from your clients to your website, you can show potential clients why they should choose you over your competitors. One more tip when it comes to testimonials is to put them across your site on pages people will be visiting anyway, rather than dedicating a whole page just to testimonials.

Let clients get quotes on your insurance agency’s website

As an independent agent, you know the value you add to your clients. But today’s consumers are accustomed to a user experience that provides them with instant quotes. The idea of having to call you up for a quote may not be appealing. To avoid losing out on business, make sure your agency’s website includes a quick and convenient way for prospective clients to get a quote. In some cases, you may be able to integrate a real-time rating system into your website. In other cases, you might just need to collect some basic information and run a quote on your end. Either way, providing an option for someone to submit their information and receive a timely insurance quote will help you close more deals. 

If you start with these basic elements, your website will quickly become an asset to your agency and your clients.

Thanks for reading our educational resource! Any above reference to a specific company, method, or product is meant for educational purposes only and is not specifically endorsed by Pie.