Five Things Every Insurance Agency Website Should Offer

Does your website need an overhaul? If you haven’t updated it in a few years, chances are it does. Your website can be an important source of business, and it’s crucial to keep it current and in line with what your customers and potential customers expect. Here are a few tips to make sure you’re getting the most from your website—and your customers are, as well.

Up-to-date information. The insurance landscape changes all the time, and no matter what type of insurance you sell, it’s important to keep the information you provide updated along with the most current developments. It’s crucial that your customers and prospects see you as a reliable source of information—and if you leave outdated information on your website, it could hurt your credibility.

Mobile functionality. Most people access the web on a variety of devices—including, increasingly, cell phones and tablets. Is your website mobile-ready? Mobile-responsive design means they can more easily navigate your site and find the answers they need. It also means your site will rank better in the search engines, as Google gives priority to mobile-responsive design.

A way to get a quote online. In most markets, prospects don’t want to call you to get a quote. They want to see what type of insurance policy they can buy instantly and compare your offer to your competitors’ without talking to anyone on the phone. Make it easy for them by offering a streamlined online quote option that they can use easily—either on a laptop or on their phone.

A clear reason to do business with you. Why should your prospects buy their insurance through you rather than through a competitor—or directly from the insurance company? Is your customer service second to none? Do you have expertise in a broad range of products that most insurance agents don’t? Have you been in business longer than your competitors, with a better track record? Know why you’re the best option for your prospects, and make sure they know.

Good SEO. Your website should be optimized to show up in local search—if your market is local—for the type of insurance you sell. If your site isn’t in the top ten results in Google, you’re missing out on a lot of business. Do the research to make some basic changes to the site that will help you rank better, or hire an SEO expert to help you give your site an overhaul. The money spent will be worth it.

Your website is an extension of your business, and it has to provide your prospects and customers with the information and functionality they need—otherwise it isn’t hard for them to seek out your competitors. Make sure you’re searchable for the types of insurance you sell in your local market and that the benefits of doing business with you, rather than a competitor, are very clear in your copy. Give your customers what they want—an online quote generator, mobile-responsive design, and up-to-date information. If you do, your website is much more likely to work well as a crucial business tool.

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