Work with a pro who understands your industry.
If you work as an insurance agent or own an insurance agency, you know the challenges associated with getting clients. It can take years to build a sizable, sustainable business. Ask yourself these questions:
A professional copywriter, someone who knows how to write marketing copy for the insurance industry, could be an affordable and practical way to grow your business.
Need help writing your insurance website or blog? Get a free quote.
A copywriter for insurance agents can help accelerate the growth of your business.
Today’s insurance agents – whether for health, life, car, home or other insurance – face unprecedented competition. Over 881,500 licensed insurance agencies and brokers are operating across the U.S. as of 2022. Not only is there an abundance of local insurance agents; you’ve also got to compete with the big insurance companies themselves. And the internet has made it so easy for clients to access these resources!
As a result, insurance agents — and related professionals such as public adjusters — need to be more proactive in marketing and business development than ever before. You probably know you can’t rely on referrals and other word-of-mouth techniques as the sole means to attract clients. You won’t survive.
Promoting your insurance products and services begins with a quality website written by a professional copywriter who understands the insurance industry. It can help prospective clients searching for insurance policies find you.
Even consumers and businesses that have been referred by a friend or one of your existing clients are likely to look at your website first before picking up the phone and calling you for an appointment. If they don’t like what they see, you’ll never have an opportunity to win their business. So you want to get it right.
Facing ever-increasing competition, today’s insurance agents must be proactive in marketing their services.
Take a look at your current website (if you don’t have one, that needs to change now!) and ask yourself these five questions.
Unless you’re able to give a definitive “yes” to those questions, you’ll want to begin investing resources into improving your website to grow your insurance agency.
Need help writing your insurance website or blog? Get a free quote.
Imagine you’re a homebuyer who’s just found your dream home. Your offer has been accepted by the seller. Now you need to get an insurance policy and preferably sooner rather than later, as you don’t want to delay the closing.
The first thing you do is go online and search for insurance agents in your city.
One company has a website that looks like it was designed by a 12-year-old. It has no photos, minimal copy and very little useful information.
Another company’s website looks professional and upscale. It has lots of information about the insurance purchasing process and the agency itself. You’re impressed with their credentials and feel confident they know their stuff.
So, which of those two companies do you think you’ll call? Which one would you choose for something as important as applying for an insurance policy on your new home?
It’s a no-brainer. The second company would get your call, of course. Choosing it over the one with the unprofessional website is clearly the less risky decision.
A professional caliber website is crucial to attracting new clients and gaining their trust.
As an insurance agent, can you now see how your business website could easily become a lead-generating machine or, like the three-week-old leftover Chinese food still sitting in your fridge, the thing that turns off visitors and sends them running in the other direction?
Because people will often start their search for insurance online, you need a professional website that reflects well on your company and outlines your services and qualifications as an insurance agent.
Whenever you write marketing copy, you want to keep your reader in mind. What’s important to them? What’s their mindset?
There are two main types of prospects for insurance agents, and each has its own agenda:
Individuals
Businesses
Depending on which group you’re pursuing, you’ll want to craft your copy to resonate with their needs or concerns.
Your insurance website is critical to getting new customers to know you and trust you.
If you’re targeting both groups on your website, create separate pages: one for consumers and one for businesses. When you write your message with the specific audience in mind, you’re more likely to engage the customer and get a response.
Get help writing your insurance website or blog. Request a quote on your writing project.
While price tends to be the dominant theme in insurance acquisition marketing, insurance agents need to bring more attention to selling points like discounts that reward loyalty, safe driving and other loss-mitigating habits of consumers.
In addition, during 2022, firms like Ethos and State Farm made acquisitions/investments across horizontal industries. These types of partnerships are likely to continue, presenting opportunities for insurance agents to highlight how their brands are helping customers navigate the insurance world of 2023 through added value.
To be effective, your website needs to communicate what makes you unique and better than your competition. Website visitors must be able to get an accurate impression of your agency and services within a few seconds of landing on your site. First impressions count. And your message can’t be subtle or wishy-washy. It must quickly make the best case for your services and prove you offer value.
A skilled copywriter for insurance agents can help you create a website or blog that builds your brand, positions you well against the competition and converts visitors into qualified prospects for your products.
When someone lands on your website, they must be able to tell within seconds whether you’re the solution they’re seeking.
With the level of competition between lenders continually rising, standing out in the crowd isn’t easy. One proven strategy is to develop a specialty versus only being a general practitioner.
You’ve certainly heard the expression, “You can’t be all things to all people.” Narrow your focus by choosing a niche or specialty such as:
It’s simple. Just find some specific specialty that will attract customers from the target group. That doesn’t mean you can’t do business with other types of clients. It just means you’re especially qualified to help folks who meet certain criteria in a way that other insurance agents may not.
Once you’ve identified a niche, the best way to establish authority is to develop content that demonstrates your expertise. You don’t have to focus only on that line of business, but well-developed niche content posted on your website or blog will help searchers find you. You can also offer a lead magnet, a free report that offers actionable insights to people in your targeted group.
Keep in mind, you can grow your insurance business to include more than one specialty. A skilled copywriter for insurance agencies can help you focus your website around your specialty, build your online profile and position you as the authority in that space.
You want everyone who comes to your website to immediately know your area(s) of expertise. And as a specialist, clients are more likely to seek you out because an expert in the field always trumps a generalist.
Can you see how choosing a specialty can help distinguish you from other insurance agents? It’s a critical part of building your brand and creating a marketable image for your insurance services.
When you select a specialty, you are building your brand and positioning yourself as an authority in that arena.
While having a website about your insurance services and products is a necessity, it isn’t the only marketing tool you can use to promote your specialty. Once you’ve identified your specialty, you can also do paid ads targeting your chosen market segment. A copywriter for insurance agents can also help you create:
By promoting your insurance services within your chosen specialty, prospective clients and referral sources, will get to know who you are and send business your way.
Having a specialty doesn’t restrict your insurance business. It’s a proven sales technique for standing out in a crowded market.
Need help marketing your insurance services? Get a free quote.
The most successful insurance agents are continually creating great content. They know clients today want information, and they want to become a resource for facts related to their specialty.
Once you get in the mindset of creating content, you’ll find a plethora of topics for you or your professional copywriter to write about. Consider these ideas:
Today most people start their search for a product or service with Google. If you don’t come up on search engines for your specialty or geographic area, then you won’t be found. And that means, you won’t have a chance to try to win the visitor’s business.
A copywriter who understands SEO best practices, can help you climb in your ranking on Google.
Search engine optimization (SEO) is a necessity if you want your website to come up organically (as opposed to paid ads) in search results. Your firm needs to be on page one of Google or it may as well not be listed at all—55% of all clicks go to one of the first three organic search results.
If you want your insurance website to come up in Google search results, you must use SEO best practices.
By writing and publishing valuable insurance-related content, using the relevant keywords your prospective clients are searching for, you can improve your insurance agency’s website ranking in search engine results, which makes it easier for people to find your business online.
Every page on your website should be optimized to rank for a careful selection of 1-3 keywords. Those words should then be skillfully woven throughout the content., including into some of the headlines and subheads.
A copywriter who understands SEO can write copy and employ proven techniques to help you rise in the rankings.
Almost as important as a professional website is customer reviews on sites such as Google reviews, Yelp and Facebook.
You don’t need to appear on every review platform, but pick one or two that fit your business model, and make sure you create a solid presence.
Additionally, you can make use of good reviews on your website. Request testimonials from your satisfied customers. Place their comments on your web pages as examples of your real-life customer feedback.
Need help marketing your insurance agency? Request a free quote.
Let’s summarize the key points.
You need to be continually marketing your insurance services if you’re to eliminate feast and famine cycles in your business.
If your insurance business is ready to grow, hoping prospective clients will find you is not a strategy. A professional copywriter with a marketing background can help you find opportunities to promote your services and position you as a leading insurance agent in your area.
Work with a pro who understands your industry.
Susan Greene
Professional Copywriter
Affordable Rates
Orlando, Florida
floridacopywriter@gmail.com
(407) 578-5528
