4 Reasons Why Insurance Agencies Need Their Own Website
Does your insurance agency have a website?
It's a question that shouldn't even need to be asked in 2018, and yet here it is. If we toss independent insurance agencies in with small businesses in general, roughly one of third of them don't have a functioning website. Let's talk for a minute about why this is a problem.
Last year, more people searched online to take care of their life insurance needs than in any year previously. The number of people who searched for information about life insurance online was 52%. This number is significant enough on its own, but what about the fact that 32% at least attempted to purchase their insurance online?
This represents a significant portion of the insurance market, so what happens if you don't have a website that represents your agency to meet them with online? You miss out on a major opportunity, but your competitors probably won't mind.
In today's competitive digital age, having a great website for your insurance agency is non-negotiable. If you're still hesitant to jump on board, let us explain why a website is so essential.
Not Having a Website Makes You Incredibly Hard to Find
When was the last time you seen or heard of someone using the Yellow Pages? We're not talking about an online directory, but instead that clunky, yellow-paged book that made it to everyone's doorstep once a year. Today, they might still get delivered, but chances are they get tossed straight into the recycling bin.
Why? Because people can discover and locate practically any business they're looking for online. But, not having a dedicated website makes it really hard for them to find you.
We also need to be thinking about what transpires during the initial contact between an insurance agency and a potential customer. Many times, the consumer is shopping around, comparing prices and services. Out of pure convenience many shoppers prefer to forgo the phone call and look online for this information. JD Power backs this up with their claim that 74% of insurance shoppers look online for policy information and quotes.
There's a chance they might call if they can't find you online, but the odds are more in favor of them obtaining enough information from other insurance sites to make a decision that you're not even a factor of.
A Website Helps to Seal the Deal
A website has 3 main goals for the insurance agency it serves - to engage, to inform and provide value, and to lead customers to the finish line of conversion.
If there's one tool on a website that can help you accomplish all three, it's content. People have a ton of questions about your insurance products, but they're looking for something more than just straight answers. Today's consumer, including the ones that are insurance shopping, are looking for different type of experience from the businesses that they engage with.
They want to feel like you really understand them and that during the course of your relationship, you're going to supply them with something more meaningful than a piece of paper with their policy information on it. Content, in the form of blogs, video, images, etc. is the best vehicle for making good on these expectations.
The thing is, content is difficult to share without a website. You could post something on social media, but if you manage to capture their attention, they're going to be disappointed that you don't have a website for them to browse. The same applies for sharing content through email.
If you don't think content is important, consider the person who just moved into the neighborhood and is looking for renter's insurance. Everything is new and confusing enough to them as it is, but if they stumble upon a piece of content that helps them discover something about their new hometown, then it's going to stick with them, and so will the name of your agency.
Legitimacy and Credibility Are Key
The vast amount of businesses on the internet provides seemingly unlimited options for policy shoppers, but it's also caused consumers to be wearier than ever before. They're going to spend lots of time researching and asking questions before they decide to make a purchase, especially when it comes to something as important as insurance.
Everyone has heard the horror stories about insurance providers that gave them a hard time with a claim or didn't follow through on their promises. This isn't who you are, so you need to be taking advantage of every tool that shows policy shoppers you're legit.
A well-designed website gives your agency legitimacy. If you look professional, that's the impression that buyers are going to form. If you provide information and value on your site, buyers are going to feel like you really are working with their best interests in mind.
There's another way that a website can help boost your credibility, and that's through reviews and testimonials. It's hard to find a business out there that doesn't have at least one review floating around in cyberspace. But, you can optimize your own website by including reviews and written or video customer testimonials that convey your dedication, professionalism and excellent service.
That's something that you're just not going to find in a phone book.
A Website Is the Crucial First Step to Building an Online Presence
A website serves as command central of your digital presence. A great site is a high performing marketing channel, a tool for building brand awareness, a means of discovering more information about the people who are looking for you online, and so much more.
Going back to the original question, "Does your insurance agency need a website?", the answer is yes, without a hint of hesitation.
It's time for your insurance agency to take a step forward into the future with great web design that's not only built with all the features that customers love, but also built with features specific to the insurance industry in mind. If you'd like to learn more about why your insurance business should have a website of its own, contact Confluency Solutions. We're the insurance marketing and web design team that can help.