Insurance is a necessity these days. From home and auto coverage to health and life insurance, people have numerous types of policies to choose from. Furthermore, businesses require various types of coverage. In some cases, insurance is required by law. In other instances, it's simply a positive move toward greater security. With all those aspects in mind, many people may think that insurance companies don't need to put much thought into digital marketing. After all, the customers are bound to come to them.
Few things could be further from the truth. Several policies exist in each category of insurance coverage. At the same time, quite a few coverage providers are available. By some accounts, there are nearly 6,000 insurance companies providing coverage in the United States with more than 850,000 agencies offering their policies. In excess of 1.5 million individual agents are currently vying for consumers' attention. Because of all that variation and competition, marketing is essential. Keywave Digital is here to help insurance companies make the most of digital marketing.
Digital Marketing in a Nutshell
Digital marketing first got off the ground in the 1990s with the onset of the internet. Over the 30 years since, it has evolved and branched out in various directions. At this point, it encompasses a variety of components. Of course, they all revolve around making companies more visible online, drawing in prospects, making conversions, and keeping existing customers interested.
Understanding the components of digital marketing is one of the keys to success. Working with professionals to make them all work in a company's favor is also essential. Take a look at the following overview of some of the main elements of effective digital marketing and why they're important to today's businesses.
Why Is Professional Website Design Important for Insurance Companies?
Website design is one important component of digital marketing. It's crucial for companies for several reasons. Keep in mind that approximately 80 percent of consumer experiences with a company begin with a website, though that figure varies slightly by source. This aspect alone covers numerous factors. They apply to the appearance of a business's website as well as its functionality.
Websites need to be attractive to catch visitors' attention. They must also include all the necessary components to hold people's attention long enough to draw them further in and result in sales. In terms of functionality, the links on a website should all work properly, and visitors should be able to navigate quickly and easily through the various pages within. Those are only a few of the elements that make for effective website design.
Businesses can handle their own website design if they so choose. That's not necessarily the best option, though. Professional website designers can transform a company's vision into a beautiful, dynamic, and fully functional website that helps to showcase its strong suits. They can also provide ongoing support for updates, upgrades, new content incorporation, and other needs that may arise in the future.
SEO for Insurance Agent Websites
SEO, or search engine optimization, is another crucial variable that factors into digital marketing. Websites need to be effective and functional to draw consumers' interest and sustain it, but if the public never sees that website, any effort put into its design will be wasted. That's where SEO comes into play. It works in several ways to ensure people see an insurance company's website and take the desired actions from there.
Before a website can be visible to the public, it must be visible to search engines. That requires the use of keywords that are relevant to users' search queries. Simply using the right keywords isn't enough, though. They must be used in the right ways to prove a website's relevance and quality. Search engines' crawlers scour the internet to find websites and file them away for later, so the search engines can present them in users' search results pages.
Sites the crawlers don't find or that don't seem relevant don't make the cut. On top of that, websites need to load quickly and work properly. Otherwise, search engines will take notice and push the inadequate sites down in their rankings. Whether a website offers mobile responsiveness can affect rankings as well. Those are only a few of the criteria search engines look for when presenting websites to their users. With professional SEO in place, insurance agencies can enjoy higher rankings in the SERPs and greater visibility. In turn, that leads to more traffic and conversions.
Providing High-Quality Content
Content is yet another leading factor in digital marketing. Truly effective written content provides helpful information for website visitors. In the case of insurance companies, that could include details about different types of policies and what they cover. It could also explain the differences between policies and offer advice to help visitors find the right types of coverage. Written content provides the perfect opportunity to use various keywords that can catch search engines' attention.
Content includes more than written information on web pages, though. It encompasses many other elements. Those could include pictures, videos, and blog posts to name a few. Even calls to action, “about us” sections, and cost-of-coverage calculators count as content. All those pieces of the puzzle must function properly and work toward the end goal of boosting visibility and, ultimately, improving the overall visitor experience.
Staying Afloat in the Digital Age
Remaining visible among vast and ever-growing competition isn't an easy feat. To make matters even more complicated, consumers' needs and expectations are constantly changing. Catching their attention and keeping their interest takes planning and tactical prowess. Today, that largely comes in the form of effective digital marketing.
Websites that outrank the competition are more visible to prospects, so they're more likely to become visitors. From there, the sites that give visitors what they're looking for can generate higher levels of interest and draw prospects along insurance agencies' conversion funnels. Creating an effective digital marketing strategy that covers all the essentials takes knowledge and experience. Keywave Digital's experts know how to help clients rise to the top of the insurance sector and outshine their competitors.