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Video 13: Build Trust with your Insurance Website Prospects Through Focused Content

February 16th, 2011Posted by akassover in Content, Insurance Agent Websites, Videos

In case you haven’t already seen it, here’s the video on the Three Questions Your Insurance Website MUST Answer.


Hi, it’s Aaron Kassover from AgentMethods talking about insurance websites.  About a week ago, I gave you the three questions your website must answer to be successful.  I want to talk a little bit more about the first question which is, “Am I at the right place?”  I want to give you some tips on using content to answer this.  Now, it really comes down to one simple thing which is focus.  Focusing on who you sell to and understanding their needs very uniquely.  So there is already some focus that just happens by the nature of insurance being state regulated, which is that there is a geographic region you sell to.  You sell where you’re licensed.  And you might have a few states you sell to.  Maybe you sell nationwide, but also you may focus on the city you live in or a couple of geographic metro regions.  And you also have the lines of business you’re licensed in, and so you probably sell PNC or life and health, but there are some national delineation of types of insurance you sell just because of the licensing.

You want to go further than that; we want to really understand the unique needs of your prospects and focus on showing them that you are better suited at meeting those unique needs than other agents out there.  We’re going to do that through content.  So let me talk about how you can go and develop content on your site to show your prospects that you specialize in them.

The first thing you need to do is understand really why your prospects are buying now.  This is something you probably talked about when you first started selling insurance, which is knowing your prospects needs, knowing what’s making them come to you today, why are they looking for insurance now as opposed to some other time?  And there might be some life milestone things like maybe they are changing jobs, changing careers, maybe they got laid off, or lost a job, or starting their own business.  They might have had a recent birthday, maybe they turned 65, or they got married, they have a new child, maybe there’s a divorce, or it could be something that they got their bill and their policy rates have gone up and it’s too expensive, or they are trying to reduce expenses because they are saving for a down payment on their house.  But why are they buying insurance now?

And the second is looking for a pattern of who your customers are.  Do you have a niche, a specialty, is there something you can really zero in on?  Don’t be afraid here because I think the more you can really identify who your customers are the more they really feel like you meet their needs.  This might be a trade association; maybe you focus on accountants, or self-employed people.  Maybe you focus on people of a certain age, new home buyers, people who are new to the community, obviously over 65 with the seniors, but even more than that, it could be people who are into outdoor activities, or people who are into crafts and hobbies, or musicians — identifying a pattern, a niche, a specialty.

Now, what I recommend you do is in the next week or two, just start taking some notes on every conversation you have with a prospect.  Try to write down why are they buying now and who they are.  Once you have a pretty good inventory of these conversations, see if you can find some patterns.  These patterns become the content inventory of content you need to put on your website.

I’ll give you some examples, and these come from real AgentMethods customers.  We have an agent I talked to last week who focuses on truck drivers.  You can imagine there is a whole bunch of unique needs that truck drivers have and content on your website that can talk about that.  So maybe they are buying a new truck.  Or maybe they are changing routes or just got licensed to carry hazardous waste and want to understand what kinds of insurance they need to have for that.  There is another agent we were talking with who focuses on selling insurance to women.  Talking about sort of the unique needs that women have maybe single mothers, maybe it’s divorced women, women who work from home, but women as opposed to the general public.  Self-employed people, musicians, specific hobbies, just – these are some examples, you can kind of go on from here.

So once you do this, there are a couple of benefits that you’ll see by having content that talks to your niche on your website.  The first is that you’ll answer that question, “Am I at the right place?”  People will come and they’ll see content that speaks to them, speaks to their needs, addresses the reasons why they are buying insurance, and they’ll say, “You know what, this is an agent that understands me; I am at the right place.”

The second is that you’ll build trust very quickly because people will see this person has sold to people like me before.  People like me have trusted them before and, therefore, I can probably trust them as well.  It’s a big milestone to get over in selling.  And the third is that you can use patterns to sell.  So you can do things like saying, “People like you buy these types of policies.”  Now maybe you already know about policy one and policy two, but there’s also policy three and policy four that you should consider and so you’ll be able to increase the number of policies you sell somebody just by using patterns.  And the fourth is that this is going to help you tremendously with search engines.  You’ll develop a bunch of unique content, really good content, that your prospects are searching for and that will get indexed.  You’ll have the right kinds of keywords and people will come and find you.

So, again, the assignment is to just take some notes on the conversations you’re having with prospects, keep track of who they are and why they’re buying, and then use that to find patterns that you can fulfill by content on your website.

So that’s it for today.  Thanks for watching.  I’ll have more for you tomorrow.