How to Make Your Insurance Agency Stand Out in a Saturated Market
November 13, 2024
Categories:
Digital Marketing
As an independent insurance agent, it can feel like an uphill battle to attract new customers and retain your existing ones. But even with a limited budget, there are several things you can do to help your agency stand out from competitors.
Here are three ways to make your agency stand out:
1) Use your review strategy to improve your Google ranking. When people are searching online for insurance, they rarely go to the second page of Google search results. So, there are a few things you can do to help make sure you’re on the first page of Google listings in your area.
Collecting a steady stream of reviews—around one to four per month—from your biggest promoters can significantly increase your Google search ranking. Many of your clients are willing to leave a review if you just ask them. Don’t try to collect too many at once though. This appears spammy to Google and often results in them penalizing your search ranking. Consistency over time is key.
Respond to all reviews, both good and bad, within a few business days. Google’s algorithm boosts business listings that are active with their customers. If you’re not sure how to respond to reviews, here are some tips.
2) Update your website to improve SEO. Another way to improve your search engine optimization (SEO) is by making changes to your website so that it’s unique and easy to navigate. If you choose a company to create or manage your website, make sure they’re familiar with insurance technology and can help you build a site with the intricacies of insurance in mind. Also, your website should include forms so prospects can quickly request a quote and clients can make service requests when needed.
If you use a template for your website with prewritten content, make sure you update the wording. Having identical wording on your website to other insurance agencies is bad for your SEO. By changing the wording on your site and making it unique, you’ll improve your SEO and stand out online. You can use AI if you get stuck but keep these AI best practices in mind.
One of the quickest ways to add unique wording to your website is to use client testimonials because two people are unlikely to say the same thing about your agency. Adding testimonials to your website also acts as social proof to prospects of how great your agency is. People want to hear from your real customers, so show them all the nice things your customers have to say about your agency.
3) Be available in multiple places. Prospects have so many options when they’re looking for insurance. If your agency isn’t convenient to get in touch with, they’ll just move on to a competitor. And if it’s difficult for customers to contact you when they need help or have a question, they’ll become frustrated and may consider looking elsewhere. In fact, insurance clients say communication is the number one reason why they would or wouldn’t recommend their insurance agent to someone they know, according to a Client Circle survey.
You’re already available via email, but is it easy for clients and prospects to get a hold of the person they need the first time they reach out? Give clients and prospects the option to text you as well. Texting is a preferred way to communicate for many customers. Make sure you’re able to text attachments so you can send claims information and other insurance documents to clients on the go.
When prospects are searching online for insurance, be available for a quick web chat wherever they’re looking, whether that’s Google, Facebook or your website. If juggling multiple apps sounds overwhelming, there’s a solution. You can respond to all your web chat messages and texts in one platform made for insurance—you can learn more here.
