With 75% of people judging a company’s credibility based on their website and only 10 seconds to grab a visitor’s attention, it’s no secret that every business should have a website. Especially in 2021 when the world is online now more than ever, you want to make sure your brokerage isn’t left behind.
Building a website may sound like biting off more than you can chew, but the benefits are sure to pay off. Besides, Siva is always here to help! Let’s dive in.
Why Should Your Brokerage Have a Website?
Whether your brokerage specializes in car insurance, life insurance, or insurance bundles, a website is key to growing your reach and converting potential clients into successful business partnerships.
Reason 1: Credibility
Your potential clients are shopping for the safety of what means the most to them – their homes, their families, their vehicles, and so on. When considering which insurance to choose, clients will lean toward an insurance company they feel they can trust. With a website dedicated to your brokerage, there is concrete proof online of what you do, and what you stand for. It’s true that 30% of buyers won’t consider a business if it doesn’t have a website. Your website is the first impression of your brokerage, and likely establishes a relationship with potential clients before any emails or phone calls have taken place. With a website that’s inviting, easy to navigate, and consistently updated, you will keep future clients in the loop and let them know they can rely on you.
Reason 2: Accessibility and Visibility
Websites are critical for any business since they have all of your most important information in one place! Especially in the case of an insurance brokerage, potential clients will want to know if what you offer is a good fit for the type of insurance they’re looking for. Your services, bundles, location, and contact information should be neatly and obviously presented. If potential clients can easily see everything you have to offer, they are more likely to take the next step with your brokerage, rather than continue shopping around. A significant bonus to your website (that you should consider integrating) would be an automated chat feature. This lets potential clients have their basic questions answered promptly, giving them the impression that your care is available 24/7 (and saving you time in the long run – shh! We won’t tell).
Reason 3: Google, Google, Google
Did we mention Google? Having a website is the first step in your journey to the top of Google’s search results. If you’re not familiar, SEO (also known as search engine optimization) is a pillar of digital marketing. Having a website containing keywords and phrases that apply to the insurance industry will help your brokerage appear first when potential clients are looking for coverage. Having a website that is SEO-optimized guarantees organic traffic to your website, in other words, visitors that found you without a paid ad. Especially when over 50% of users search on mobile compared to desktop, you want to ensure your website is appearing near the top of the search results on those smaller screens.
Reason 4: Marketing and Leads
Like we said earlier, now more than ever, marketing and business start online. A website acts as the foundation for any marketing you plan on doing now, or down the line. Compared to a press release or print ads that require upkeep, websites are a) less expensive, b) less time consuming, and c) more effective. A ‘set it and forget it’ tool, if you will. No matter what marketing initiatives your brokerage is performing (email marketing, social media, blog posts, paid ads, etc), they all need to connect potential clients to one place with all the necessary information. This is how you convert leads into sales. Not only that, but the backend of your website will give you vital data you can leverage. Which insurance packages do they click on most? After visiting your about section, do they stay or click away? Where are your visitors being directed from? Your website will essentially give you the answers on how to better target your audience, for free. When you’re ready to move onto paid ads, using this data will give you a head start to know where to invest your money.
Reason 5: Competition!
Here, the title speaks for itself. If not for any other reason, your brokerage needs a website because all of your competitors have one! We know you believe in your business, and your services are arguably the best. However, if the average brokerage is online and you aren’t, potential clients will choose your competition simply because they have more exposure. The insurance industry is becoming increasingly saturated – put your best digital foot forward and stand out amongst the competition.
Don't Do This
In case you’re just getting started, we’ll save you some headaches. When creating your website, make sure to avoid these mistakes.
Unprofessional Images: Poor quality photos or irrelevant stock images may lead prospective clients to question your brokerage’s credibility. It’s best to use your own photos to avoid having the same stock images as another site, but if that’s not an option you can create visuals for your website on Canva.com for free!
Disorganized Content: If your website’s navigation is confusing or your pages are too cluttered, it will be difficult for clients to find what they’re looking for. Having organized and clear content may be the deciding factor for potential clients to choose your brokerage over the competition.
Versatile Design: With over 50% of users accessing the internet from their mobile devices compared to their desktops, it’s crucial that your website is optimized for mobile. Be sure to preview your site from a mobile device and verify that your content is still accessible and organized.
We hope this helped you get the ball rolling! Without a website, growing your insurance brokerage will be that much harder. If you have any questions on how to start building your custom website, the Siva team is ready to help! Not ready to go completely custom? Launch by Siva offers website blueprints specifically built for insurance brokers.
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