The Digital Marketing Toolkit – How to build a website that attracts insurance consumers

We’ve all heard the message: ‘go digital…or die!’

That sounds pretty dire, but, of course, we need to be where the consumer is. And, today’s insurance customer is very comfortable in the digital world:

  • 81% research online before shopping
  • 88% trust online reviews as much as they trust personal recommendations
  • 98.4% check their email daily, with most checking throughout the day

And it’s not just millennials. Baby boomers spend more time online than millennials.

In fact, the easiest and most powerful way for you to reach your prospects and customers is through digital marketing – and it’s not as hard as you may think.

Of course, if you’re confused about digital marketing – and how best to make it work for your agency or
brokerage – I can’t blame you.

The digital world changes fast – and there are a lot of moving parts!

But, just because it’s confusing doesn’t mean we should avoid it. The agents & brokers who are growing
fastest today are tapping into a few simple but powerful marketing secrets. And they’re earning the attention and trust of the modern consumer in the digital world.

With this report, we’ve tried to simplify some of the digital marketing world for the insurance industry. Let’s think of digital marketing as a great big ‘toolkit.’

And, we’ll divide the ‘toolkit’ into three ‘trays’ of tools:

  1. Your website
  2. Social media
  3. Marketing automation

Now, let’s take a quick look at the best use of each of those tools. And, we’ll share 45 tips on how to get the most out of each of them. If you have any questions, don’t hesitate to reach out. You can visit our website at Or, simply call us at 888-208-9239.

What it is

Your website serves as your ‘online brochure.’ It’s the easiest place for people to find you online and find out about you. They can learn about your business, about you, about your team – and why they should do business with you. A good website will let people interact with you, request quotes, find information that is valuable to them and much more. Because up to 81% of people do research online before shopping, your website is a ‘must have’ in today’s world.

What it does best

It’s most common business purposes are:

  1. To drive new business, by establishing trust and credibility, and making offers through some ‘call to
    action;’ (like ‘request a quote’).
  2. To nurture and engage existing customers by offering valuable content, such as reports, downloads,
    videos, articles, etc.

Some helpful “Do’s and Don’ts”

Do: Drive traffic by maintaining an active blog. This is a common and powerful way to increase your
‘Search Engine Optimization’ or SEO.

Do: Drive traffic by offering valuable content about topics that your prospects and customers may search for on the internet in articles, special niche pages, video and so forth.

Do: Periodically add fresh content. This can help with your SEO.

Do: Make sure you can easily add most content (articles, pages, video, etc.) to your own site without
relying on a web designer.

Do: Make sure your designer uses compelling images and copy to drive people to your ‘calls to action.’

Do: Make sure you have quote request forms visible on your home page.

Do: Make sure your quote request forms automatically trigger an email response (marketing automation) and a notification to the appropriate part of your team.

Do: Make sure you have an engaging ‘About Us’ or ‘About Our Team’ page. Note: after the home page, this is generally the most visited page for Agency Revolution clients. People develop trust when they get a sense of who you are.

Do: Highlight your activity and engagement in the community and with charities. This gives people a
sense of your values.

Do: Give visitors a sense of the ‘real people’ in your agency or brokerage. You can do this with pictures, blog bylines and videos of and by your team, sprinkled throughout your site.

Do: Make sure that your website is ‘responsive.’ That means that the site ‘responds’ to the size and shape of the device on which is it being read. Hence, it looks appropriate on a smartphone, iPad, desktop, etc. More than half of web visitors view the internet on a phone.

Do: Make sure your design is periodically refreshed with contemporary design. Most consumers visit
hundreds or thousands of websites and have standard expectations for what a modern website
should look like.

Do: Hire a web designer who understands best practices in both contemporary web design and
insurance marketing.

Do NOT: Neglect your website after your designer passes it onto you. Just like new things happen in your agency or brokerage all the time, keep adding fresh and valuable content to your site.

Do NOT: Purchase a site you can’t easily change on your own.

Do NOT: Purchase a ‘cookie cutter’ site with lots of content that other agents have. Your site may be
penalized by search engines if it finds duplicate content. Take responsibility for your messages.

This is an excerpt from the new ebook from Agency Revolution – The Digital Marketing Toolkit for Insurance Agents & Brokers. Discover more great tips on how to become a digital insurance marketing master by downloading the ebook today.


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