Insurance Website Marketing Bible

Introduction to The Insurance Website Marketing Bible

John — Thu, 15 Jun 2017 22:22:53 +0000

My name is John Carroll and I wrote this book to make it easier for insurance agents to succeed online. I started my career in the insurance industry over a decade ago as an agency sales and marketing consultant. I loved helping insurance agents by day but another passion kept me up late at night … Continue reading Introduction to The Insurance Website Marketing Bible

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Make the Right First Impression

John — Thu, 15 Jun 2017 22:22:41 +0000

Web design is more important today than ever before. Most prospects see your site before becoming contacting you and they don’t have time to read text. They judge the quality and trustworthiness of your business on the feel they get from your site. The most beautiful website on earth won’t guarantee your success but an … Continue reading Make the Right First Impression

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Who, What and How in 3 Seconds

John — Thu, 15 Jun 2017 22:16:57 +0000

Within 3 seconds of landing on your website people should be able to tell who you are, what you do, and how to take the first step.

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Why Your Agency in 10 Seconds

John — Thu, 15 Jun 2017 22:16:34 +0000

Within 10 seconds of landing on your homepage visitors should see a compelling reason WHY they should do business with you. Or at least why they shouldn’t leave your site yet. To figure out your “why” think about what problem brings visitors to your site and why you are the best agency or website to … Continue reading Why Your Agency in 10 Seconds

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Make It EASY to Get a Quote

John — Thu, 15 Jun 2017 22:15:50 +0000

When someone wants a quote from your agency nothing should stand in their way. Have a big button or call to action that’s impossible to miss within a second of landing on your site. People who want to research your agency, learn about insurance or get customer support will poke around if they need to. … Continue reading Make It EASY to Get a Quote

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Get Your Navigation Right

John — Thu, 15 Jun 2017 22:13:44 +0000

Your visitors spend 99.9% of their time on other websites and don’t want to learn new rules for using yours. The first link in your menu should be HOME. It doesn’t matter if you can get to the homepage by clicking the logo – visitors don’t know that. The last link in your menu should … Continue reading Get Your Navigation Right

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Put Your Address in The Footer

John — Thu, 15 Jun 2017 22:12:56 +0000

There’s two great reasons to put your agency’s address in the footer of your website on every page. First, it’s a common website practice to put contact information in the footer so many people will go straight there when they want to contact you. Second, you want to send crystal-clear signals to Google about your … Continue reading Put Your Address in The Footer

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Add Testimonials

John — Thu, 15 Jun 2017 22:12:09 +0000

Nothing sells your agency better than a convincing testimonial from a real client. For testimonials that really sell, ask your testimonial provider questions that will address objections your prospects may have. For example, “How did you feel when you first heard about our agency?” Make testimonials more authentic by using the reviewer’s picture, first and … Continue reading Add Testimonials

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Use Images of Local Landmarks

John — Thu, 15 Jun 2017 22:11:23 +0000

Have you ever watched a movie and saw a landmark you recognized? It’s pretty cool, right? There’s a deep connection that happens when you see something you recognize on a screen when you didn’t expect it. Using local images on your website is a great way to connect with your local audience right away and … Continue reading Use Images of Local Landmarks

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Create a Staff Directory Page

John — Thu, 15 Jun 2017 22:10:05 +0000

People often want to contact one person in your agency directly instead of calling into the main line so make a page on your site with that information. The more useful your website is the more your customers will use it, the more your staff will promote it and the more Google will like it. … Continue reading Create a Staff Directory Page

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Create an Agency Photo Gallery

John — Thu, 15 Jun 2017 22:09:16 +0000

The best insurance websites don’t just look nice, they represent the agency and the people in it. It’s important that your website tells the story of the agency and images do that better than anything else can. Put an agency photo gallery on your website and fill it with pictures that make you look real. … Continue reading Create an Agency Photo Gallery

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Use Carrier Logos to Build Credibility

John — Thu, 15 Jun 2017 22:07:21 +0000

One of the biggest online marketing challenges facing independent agents is a lack of brand recognition. Many of your website visitors have never seen your logo before and people don’t trust new companies right away. Recognizable insurance carrier logos on your site will instantly build trust by association. Many agents want to show all their … Continue reading Use Carrier Logos to Build Credibility

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Build Trust with Organization Emblems

John — Thu, 15 Jun 2017 22:06:30 +0000

Great design, pictures of the staff, testimonials and carrier logos all build trust with new visitors to your website. It can also help to include the logos or emblems of community groups or insurance industry organizations you belong to. Recognizable logos are best but any official looking seals, emblems or logos will help. Helpful Resources: … Continue reading Build Trust with Organization Emblems

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Get a Website You Can Update Yourself

John — Thu, 15 Jun 2017 22:03:42 +0000

Does it take an act of Congress to fix a typo on your website? Can you make a new landing page to sell a new product any time you want? Is your blog easy to update? Your website is a marketing tool and needs to be a flexible enough that you can make simple changes … Continue reading Get a Website You Can Update Yourself

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Optimize Your Map Zoom

John — Thu, 15 Jun 2017 22:03:12 +0000

What does the zoom level of the map on your website say about you? More than you might think. If you service a huge area and your map only shows a few blocks around your agency it’s not telling the story of the market you serve. Conversely, an agency that does mostly local business will … Continue reading Optimize Your Map Zoom

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Test Your Contact Form Regularly

John — Thu, 15 Jun 2017 22:01:38 +0000

You’d be surprised how many insurance agents have broken contact forms on their website and don’t even know it. Test that thing every now and then. It seems hard to believe but contact forms can stop working over time if your email system changes their security settings. They could also be getting bounced to your … Continue reading Test Your Contact Form Regularly

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Include a Pop-up Chatbox

John — Thu, 15 Jun 2017 22:00:21 +0000

It’s hard enough getting people to your website, you have to do everything possible to make some kind of contact with them. There are several online chat services you can put on your website to pop up and ask visitors if they have a question. Most systems allow your operator to be unavailable and will … Continue reading Include a Pop-up Chatbox

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Link to Your Carriers’ Websites

John — Thu, 15 Jun 2017 21:59:30 +0000

Carrier links on your website will make it easier for clients to contact their carriers directly. It’s good to encourage that because it saves you servicing time and helps clients resolve their issues sooner. And by encouraging your clients to use your site to get to the carrier’s site you’re keeping the agency in the … Continue reading Link to Your Carriers’ Websites

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Producer Profile Pages

John — Thu, 15 Jun 2017 21:58:41 +0000

Do each of your producers have their own page on your website they can share on social media and use in their email signature? A page that will show up in Google if someone searches for him or her by name? It shouldn’t be hard to make if you have a good website. Create one … Continue reading Producer Profile Pages

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Put Service Requests Online

John — Thu, 15 Jun 2017 21:55:39 +0000

Is your staff interrupted a few times a day about ID Cards or certificate requests? Try to move as many of your regular service requests onto your website. Many agents like offering personal service but a lot of your clients would prefer to avoid phone conversations for stuff like this and they’d like to ask … Continue reading Put Service Requests Online

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Use an Image on Every Web Page

John — Thu, 15 Jun 2017 21:54:51 +0000

Just a general rule I like to follow. Whenever I land on a webpage with text only, my first reaction is to hit the back button. Stock photos work when you need them but images of your own staff and customers on your website always works better! Unless you’re REALLY ugly I guess. Helpful Resources: … Continue reading Use an Image on Every Web Page

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Make a Welcome To Our Agency Page

John — Thu, 15 Jun 2017 21:52:44 +0000

Make a hidden page on your website and email a link to your brand new clients. Record a video message, introduce your staff, referral program, office procedures and list all the other products you sell. Include anything else you want all new clients to know. It’ll take some time to make, but do it well … Continue reading Make a Welcome To Our Agency Page

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Optimize Your Google My Business Profile

John — Thu, 15 Jun 2017 21:50:53 +0000

Google My Business is a Google-operated program that allows you to maintain a profile of information about your agency. Google uses this profile to learn what your agency does and how to display your agency in the search results. Claim your profile and provide 100% accurate information. Answer every question they ask with as much … Continue reading Optimize Your Google My Business Profile

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Set up a Places for Bing Profile

John — Thu, 15 Jun 2017 21:50:02 +0000

Don’t forget about listing your agency with Google’s little brother, Bing. Bing powers more than 25% of US searches and they’ll also let you set up a robust profile for your agency. Upload agency photos and answer all the questions they ask as completely as possible just like you do for Google. Helpful Resources: Click … Continue reading Set up a Places for Bing Profile

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Use the Google Keyword Planner

John — Thu, 15 Jun 2017 21:49:11 +0000

If you’re trying to decide what keywords to focus on in your website (page titles, page headings, etc.) take advantage of Google’s Keyword Planner tool. It’s within their Adwords System and it’s free to use but you will need to sign up for an Adwords account. The tool allows you to type in the keywords … Continue reading Use the Google Keyword Planner

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Optimize Your Page Titles

John — Thu, 15 Jun 2017 21:48:16 +0000

A webpage’s title is in the code of each page and displays in the tab of your browser when you visit the page. It’s also the words that make up the blue link in Google search results and often in social media when you share a webpage. Page titles are one of the first places … Continue reading Optimize Your Page Titles

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Create Individual Pages for Every Product

John — Thu, 15 Jun 2017 21:47:26 +0000

It needs to be crystal clear to Google which insurance products you sell otherwise you won’t rank in searches for that product. And consider prospects on your website. If someone wants to buy landlord insurance but it’s only a bullet point hidden somewhere they won’t know you can help them. If they find an entire … Continue reading Create Individual Pages for Every Product

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Create Quote Pages for Every Product

John — Thu, 15 Jun 2017 21:46:39 +0000

There’s a simple reason to have an individual quote page for every product you sell. When someone goes to Google and types in “landlord insurance quotes” you want Google to have a page on your site to send them to. If you don’t have a page specifically for landlord insurance quotes and the competitor down … Continue reading Create Quote Pages for Every Product

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Write Meta Descriptions That Sell

John — Thu, 15 Jun 2017 21:45:26 +0000

Meta Descriptions are the text that shows under the blue link in Google search results and are hidden in the code of every individual page on your website. They’re supposed to be a description of the page. It’s pointless to stuff keywords in there because Google doesn’t use the words in your meta description for … Continue reading Write Meta Descriptions That Sell

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Get Mobile-Friendly

John — Thu, 15 Jun 2017 21:44:08 +0000

Is your site mobile-friendly? It better be. Google doesn’t show websites that aren’t mobile-friendly in search results when people are using a mobile device so you’ll miss out on a huge amount of potential traffic. But there’s another reason mobile visits are great: mobile visitors are only a tap away from being on the phone … Continue reading Get Mobile-Friendly

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