Developing a great website with relevant insurance website content is important both for building your brand and so your prospects can find you when searching on search engines like Google or Bing. While you should create the best website design for your insurance agency, it’s important not to get caught up in visuals at the expense of your content. No color scheme, image, or logo will overcome gaps like not having relevant content on what your insurance business does and how prospects can become your customers.
Furthermore, websites need to be friendly to both people and the search engine bots reading and indexing your site (this is how you get found in search results – click here to learn more about SEO for insurance agents). Even though pictures can convey more than text in the same amount of space, it’s important to know that search engines can’t currently read or understand imagery. So text (or content) matters. The better your website content is, the more effective your other marketing efforts can be, such as capturing leads who visit your website after seeing you on social media.
Even if you don’t consider yourself much of a content creator, there are still a few basic types of insurance website content you don’t want to overlook, such as adding up-to-date contact information, the types of products and services you provide, as well as information about you and your agency. From there, you may decide to work with a copywriter or similar creative professional/agency to create more engaging content. Focusing on content for your insurance website is important because having good copy can help insurance agents reach a wider audience and hook visitors who do make it to their website.
In this guide, we’ll explore the main types of insurance website content you should include, ranging from case studies to pricing information to blog posts that boost SEO.
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Content on Services
Creating great insurance website content should start with making sure you have engaging, fulfilling content about your services. That doesn’t mean you need to include every single detail about different policies or write essays on every page, but you should aim to answer the most common questions someone would have about your services and leave a prospect feeling like they understand:
- What insurance products and services you provide
- How those products and services benefit them
- How they can obtain your services or purchase a policy with you
To accomplish that, you might want to include insurance website content that covers:
If you offer different types of insurance policies, explain what those are and why someone might want to obtain them. For example, if you sell commercial insurance, be specific and write about the different commercial policies you offer, such as workers’ comp insurance or cyber insurance.
Insurance agents should also aim to create content on pricing options. You may not be able to provide a single rate on your website the way that an e-commerce clothing store could, for instance, but you can explain things like what factors affect policy pricing. From there, you should make it clear how the prospect can obtain a more detailed quote, whether that’s going through a platform they can easily use on their own like Wheelhouse or contacting you to receive quotes.
Adding case studies to your website can be valuable content. Explaining how you provided insurance policies to different types of target customers can help other prospects envision how your services can apply to their own situation.
“In the pantheon of content types, the case study takes a special place. While blog posts and white papers are often for consumer education purposes, the case study is one of the best ways to shine a spotlight on your brand, services, differentiators, and successes,” explains Brafton, a content marketing agency.
As important as it is to explain what type of insurance services you provide and how that can help prospects, that doesn’t do much if your website visitors are unsure how to take the next step. In addition to using platforms like Wheelhouse for insurance quoting, make sure to also provide clear contact information for anyone who might have follow-up questions or if they want to chat with you before obtaining pricing.
To make it easy for others to get in touch with you, consider putting your contact information in multiple locations or make it accessible from multiple pages on your site. For example, you could create a separate contact page on your website that’s easily accessible from your main menu. Then make sure your home page clearly links to your contact page or triggers a way to contact you through other means, such as a contact form.
For example, if you list your insurance services on a separate page, you might put a button beneath these services that says something like “Contact Us” or “Get in Touch.” That page could then link to your contact page which includes information like your email and phone number. Or, if you’re uncomfortable sharing that information, you could use a form that asks visitors to fill in a few simple pieces of information like their name, email address and message to you.
Even though this may not seem like content when compared to more creative areas like case studies or blog posts, getting the right contact information on your website can be the difference between a lead following through or bouncing from your website.
Not every website visitor will be ready to buy from you right away, receive a sales pitch, obtain a quote, or even want to contact you for more info. Instead, they may simply be looking to learn more, whether that’s about insurance or another relevant issue that draws them into your site in the first place (e.g., if a commercial insurance agent writes about entrepreneurship advice). That’s where blog content can come in.
Blog content can be a great addition to your insurance website for several reasons, including:
- Boosting SEO
- Increasing your credibility
- Providing social media content that can draw people back to your website
Add Value Through Content
When creating blog posts for your insurance website, aim to add value through your content, rather than just writing about your services. If you can write about issues your audience cares about, such as those that help them perform their jobs better, or provides a unique take on a relevant news topic (such as economic news that affects business owners), then you can reel in a wider audience and get them to trust what you have to say. Over time, that can lead visitors to take actions on their own, like subscribing to your email list, reading about your services, or getting in touch with you directly through your contact page.
“Blogging provides the opportunity for you to connect with your existing and potential customers in a different, more conversational way,” says CBO, a digital marketing agency. “Blogging is a good way to build trust with your target audience through high-quality content that they find relevant.”
Draw Prospects in Through Search
When creating blog content for your insurance website, keep in mind the importance of driving traffic to your website from search.
“Every time you create and publish a blog post, it’s one more indexed page on your website, which means one more opportunity for you to show up on the search engine results page (SERP) and drive traffic to your website in organic search,” says Hubspot.
Moreover, you can use SEO tactics like conducting keyword research to find relevant blog content to create and then incorporating those keywords strategically to improve your SERP rankings. That way, more prospects can find your website organically.
Keep Your Content Fresh
Whether you have a simple website or an in-depth one, it’s important to not let your content get stale. That doesn’t mean you need to change it up every day, but don’t think of your website as a set-it-and-forget-it ordeal.
“Simply put, if you update your website often with high-quality content, search engines will love you for it,” says SEO Site Checkup, an SEO tool.
One way to update your website frequently is to add blog content. Even writing one new post per month is generally better than nothing at all. But, even if you don’t have a blog, it’s still important to keep your content fresh, if not for SEO then for your customers’ and prospects’ sake. Any time you have new information to share, whether that’s a new type of policy you’re offering, an update on your office hours, or anything that customers and prospects might want to know, then it’s good to update that content on your insurance website.
Overall, creating insurance website content doesn’t need to be overly complicated, but it’s important to focus on. Aim to create content that provides relevant information to customers, including those that explain your services, how to contact you and how to obtain quotes. Ideally, you can also add value through content such as case studies and blog posts.