Your insurance agency website matters. A lot. In fact, your website will be the reason you win (or lose) the
next decade. In this new reality, financial services shopping starts online, for better or worse. They may
not be ready to buy online, but they’ll at least do research, perhaps before even speaking to an agent.

If you can capture some of this traffic, then you’ll be able to create your own insurance lead generation
machine.

Here are 3 keys that will help you drive more leads to your website and turn them into clients.

Your website must cater to your target market, but the insurance industry is a broad subject. And more often
than not, most insurance agencies have specialties they want to focus on.

Your website should speak to that target audience in a way that is meaningful and relevant to them. This
means focusing on your core offerings. Don’t try be everything to everyone. If you do, you’ll be competing
with much larger companies with more resources.

1) Understand your audience

Your website must cater to your target market, but the insurance industry is a broad subject. And more often
than not, most insurance agencies have specialties they want to focus on.

  • The difference between term and permanent insurance
  • How much life insurance do I need?
  • Best companies for auto insurance
  • How to plan for retirement

Your website should speak to that target audience in a way that is meaningful and relevant to them. This means focusing on your core offerings. Don’t try be everything to everyone. If you do, you’ll be competing with much larger companies with more resources.

2) Establish a branding guide

Your site must stand out from your competition — but in the right manner. Our industry is one of the most highly regulated in the U.S. You have to be intentional about your online persona.

We recommend creating an internal style-guide for any online publishing. The ensures that your voice and tone are consistent across your entire web presence, including all pages on your website.

3) Integrate social media

It is imperative that you use social media to promote your agency. Obviously, it’s also important to add your site URL to your agency’s active social media channels. Use these mediums to drive traffic. You’ll lose credibility if your social channels are out of date.

“We love helping advisors build great websites and generate leads from their online marketing.”

These tips will help you improve your insurance agency website right away.