Building an Effective Web Presence for Your Insurance Agency

It’s not optional to have a website these days. And lately, even a website isn’t enough—if you want to make the most of the web, you should also promote yourself through social media. It’s not easy, but you don’t have to come into the process with expert knowledge—as long as you’re willing to learn. Here are a few tips for establishing a strong web presence that generates leads, boosts your business, and enhances your company’s visibility online.

Get a professional-looking website. It’s possible to build a website on any budget—and with almost any level of technological competence. If you want free and fairly simple, wordpress.com allows you to build a website using any one of a large number of templates, with a low level of tech-savvy and with the option to include a blog. However, if you want to set yourself apart with a professionally-done logo, polished graphics, and a strong sales proposition, it can be best to hire a professional web designer and copywriter to help you develop your message.

From the simplest to the most complex websites, all should include a Home page that gives an overview of your business, an About Us page, and relevant pages that give overviews of your products. There should also be a way to contact you.

Start a blog. Once you have your website up, the work isn’t done. Updating it regularly improves your search engine placement—which can make a big difference for your business. It can also attract attention and links from other high-profile industry sites, showcase your expertise with customers, and boost your business. While daily blog updates are usually the most often recommended, you can also build an article library that’s updated more intermittently.

Be aware of SEO—especially local search. Search engine optimization (SEO) involves helping your site rank higher in search engine results. This is jointly a technical and a marketing endeavor, and it can be highly complex. If you have the budget, look into hiring an SEO—or check out free resources such as the SEOMoz guide or the WordPress SEO tutorial.

Because the insurance business is so often local or statewide, insurance agents in particular should be concerned with local search. Google sometimes delivers different search results depending on where the searcher lives—so be sure to use keywords in your tags and copy that indicate your location. Learn more about driving traffic to your site through keyword optimization here.

Establish a social media presence. Facebook and Twitter can help you communicate with your customers, promote sales and new insurance products, and generate new leads. It can also help the search engine optimization for your business site. Check out Forbes.com’s recent article on using social media for small businesses, or get started with one of 20 free ebooks on the subject.

Establishing a strong media presence for your insurance business isn’t a simple process. It involves a long-term plan. It also requires either a budget for hiring consultants and specialists or a willingness to roll up your sleeves and become an expert in the topic yourself. But it’s not impossible. With all the free or low-cost resources out there, you should be able to build up the knowledge you need to set up a web presence that effectively promotes your business.

In closing, we hope you found this post informative and please remember to check out our insurance continuing education course catalog.

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