In past blogs, I’ve written about the six most important things a successful insurance agency website must have. Two are engagement devices (calls to action and quote forms), one is content (newsletters, coverage summaries, blogs), one helps build traffic for your site (SEO) and the other two tell people who you are and what you do (your mission or positioning statement) and that they have confidence in you (testimonials).
All but the last two function as stagecraft, props and scenery to showcase the main attraction. The real stars of the website — what gives life to and creates real interest in every element you see there — are you and your agency.
The point is that the positioning statement — and the personal profiles that go along with it — are the most important parts of your insurance agency website.
Here are some guidelines to keep in mind as you write your agency or position statement, often called the “about us” page:
- Make your agency stand out from the crowd. What is it about how you do business or the kind of business you handle that makes you unique? I’ve written before about the importance of finding a special niche, whether it’s certain types of insurance products or customers that you specialize in or maybe a style of doing business or any other way you see your agency as unique. You want the people in your target audience to know that they’re the kind of people you want to do business with. That in turn will make them feel they want to do business with you.
- Make it personal. Tell an interesting story or two that illustrates what’s unique about your agency. Our experience with social media reminds us that people like doing business with people they know, so help people get to know you better. Provide links to places they can find you on the Web, your Facebook, LinkedIn, Twitter accounts or media forums. Let them know you’re accessible and that you invite them to contact you and get to know you through social media.
- It’s a people business. Writing profiles of your sales and staff people is almost as important as writing about your agency. Use the same approach here as when writing about your agency. What makes each person stand out; how does each individual’s skill set make your team stronger?
- Say it with pictures. Don’t forget to include photos with every profile. By the way, when placing photos on your other pages, don’t use stock photos of people in meetings and making presentations. They may look nice and they’re easy to find, but to really give your site personality, take photos of real people in your agency in real meetings and making real presentations. Hire a professional photographer if necessary.
As you write your “about us” material, try to humanize your company and people to help your clients and prospects discover what’s unique about your agency and the people who work in it.