If you’re like most agents you’ve got a website for your agency, but are likely struggling to get traffic. Unfortunately, the mantra “If You Build It, They Will Come” doesn’t apply here. With a little elbow grease, however, any agent can achieve success on the web.
Regularly Add New Content
The days where you can put up a brochure style website are long gone. Content has and will always be king.
Don’t worry if you aren’t the world’s most gifted writer. If you subscribe to a print or email insurance newsletter service, post a copy to your website after each mailing. Add testimonials from satisfied clients. You can even purchase professionally written insurance articles from us to use under your byline.
Above all else make sure you add new website content on a consistent basis. Nothing looks worse than displaying old information. Give visitors a reason to return.
Keep It Relevant
If you are a group benefits broker, for example, your website should provide resources on new regulations, latest medical trends, etc. And don’t fool yourself into thinking visitors care about the definitions for HMOs, PPOs, and the like.
Similarly, if you are a commercial lines producer specializing in the oil and gas sector, make sure your content fits with your target market.
Write for Search Engines Too
Search engines, like Google and Yahoo, index your site using keywords. Website content that’s keyword rich will help you get to the top of the search results.
To start you need to identify relevant keywords that apply to your business. For example, keywords such as “Georgia Health Insurance”, “California Employment Liability”, etc.. Google offers a free keyword tool that you can access here: https://adwords.google.com/select/KeywordToolExternal
Once you’ve identified these high volume keywords, place them into the titles of your pages, the meta tags, and work them smartly into your page content.
Optimizing your website is not a one shot deal. Just like anything it takes a bit of effort to be successful, but a few hours every week will get the job done.