If you think about the typical prospect looking to buy insurance, most would rather do their own research before scheduling an in-person meeting. While Googling, they might find hundreds of agents ready to sit down with them and sell them insurance, but they’re not ready for that yet. And if every advisor’s website has the same, basic contact info, the prospect won’t know who to go to once they’re actually ready for a meeting and will simply pick an agent at random.
That’s where the power of a great website comes in. Set yourself apart from your competition and make a memorable impression by creating more than just a simple webpage with your address and contact information. Instead, get your knowledge and expertise in front of the prospect while they’re still in the initial research phase and deliver information that’s impactful and relevant to their research. By making a few simple tweaks, you can make your website work for you by answering your prospect’s questions, establishing yourself as a trusted advisor and preparing them to start planning for the future without ever making a single phone call.
Be professional and personable
When a prospect first lands on your site, ensure you make a great first impression by appearing professional and organized. If you’re starting from scratch, consider hiring a professional to build a site for you. Or, if you’re more technically savvy, I recommend using WordPress as a free and easily customizable tool with several ready-made templates. If you’d like more theme and template options to apply to your WordPress site, check out ThemeForest. To make it easier on your clients, streamline your website into a simple, easy-to-navigate structure: Home, About Me, Contact, Blog, Insurance Education.
Hosting a blog on your website is one of the best digital ways to establish an emotional connection with a prospect before they even meet you. Simply having a blog page isn’t enough, though. You’ll need to keep consistent and post on your blog several times a month with light and personable content to keep readers coming back. Add stories of client successes, comment on news in the insurance industry or post photos from a recent MDRT meeting. The goal of the blog is to appear like a “normal person,” not an inaccessible expert. Remember that the more a prospect feels they have things in common with you and can connect with you, the more likely they are to trust you and choose you for their initial meeting.
Be an expert
The Insurance Education tab is where you’ll focus on educating your prospects to provide information to them without being too “salesy” or overly promotional of your own services. The goal with this section is to appear knowledgeable and trustworthy while also answering their potential questions about certain products. Though many advisors might not know where to begin, you can start by listing your frequently asked client questions on a piece of paper and then writing separate articles with your answers to each question.
One of the best ways to capture the interest of more prospects who are doing a cursory Google search is to write the title of the article exactly the way someone would ask the question. For example, more people will search for “Who is the beneficiary of the insurance?” instead of “Who are the insurance beneficiaries?” If you align your titles with the questions people are organically searching, your articles will be displayed higher on a Google search result page and you’ll bring more visibility to them. (continued on page 2)