Because you're an insurance agent, visitors to your Web site expect two general kinds of information or content: 1) information about insurance and the products and services you offer, and 2) information about your agency. Products and services vary from agency to agency. But agency-specific content is what really distinguishes you from other insurance agencies and provides a showcase for your agency's unique personality and features within the marketplace.
What is agency-specific content?
If someone were to ask you to describe your agency, how might you respond? Where would you begin? What about your agency might make an interesting story or add life to your business? What could you say that might make a memorable impression? What could you say that might entice them to do business with you? If you can answer these questions, you're well on your way to developing agency-specific content.
Agency-specific content is often found in an "About Us" or "Who We Are" section of your Web site. Other agency-specific content may be found in links indicated by words such as "contact us," "e-mail," "locations," and others.
The goal of agency-specific content is to personalize and humanize your agency. Your agency is more than a nondescript storefront or a series of cubicles in an office park. Your agency is operated by people and has a personality, an image, a brand, a context, and a place within the community. Your Web site projects a visual and textual impression about your agency even if no one ever comes to your physical location. Here, then, are some ideas for what to include.
Agency story: Every business has a story to tell. Sometimes it takes the form of a history of sorts, describing how the agency got started, its colorful founder, or a series of important events or milestones. Your agency's story is unique. Whatever took place in the past is what brought you to where you are today. That could provide some helpful insight for someone making a decision about who to buy from.
Location: Unless you work completely in a virtual environment, your agency has a physical location. While much business can be handled over the phone, through the mail, and electronically, customers and prospects still come to your office. People need street addresses, office numbers, and directions, including where to park. Maps and a photo of your location and related signage are also helpful.
Contact information: Phone and FAX numbers, e-mail addresses, request forms, and contact links within your site provide obvious and necessary contact information.
Agency staff: Including information about agency staff members is a key element in personalizing your agency. Names, photos, title or function, direct e-mail links, telephone number and extension, brief biography statements, and professional designations create a humanizing factor and help build relationships.
Community involvement: Your Web site is a self-promotion tool. Use it to showcase your community involvement and link to other community resources. Don't be shy. Highlight accomplishments, relevant news items, memberships and affiliations, community service, sponsorships, special events, new programs and services, or significant issues. Where appropriate, add support with collateral PR efforts such as e-mail, snail mail, and press releases.
Content sources
By its nature, most agency-specific content is self-generated. However, the help and input of third-party copywriters and graphic specialists can add perspective, ideas, and sparkle to your efforts.
It's your Web site and your business. Make the most of showcasing what makes your agency unique, significant, and special to work with.
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