In 2011, more than three million Americans purchased auto insurance policies over the Internet – up more than six percent from 2010. What’s more, studies suggest that up to one-third of Americans indicate they are likely to purchase car insurance online sometime in the future.
These numbers add up to one conclusion: If your insurance agency doesn’t have a strong online presence yet, now is the time to get one. These ideas can help you get started.
Pay for a Professionally Written and Designed Website
If the first impression you make on your auto insurance leads is a website that screams “amateur,” they will take their business elsewhere. It’s worth the extra money to pay a web designer and a writer to create a tasteful, professional-looking website with strong content and easy navigation.
Make Sure Your Website Offers Choices
An increasing number of people are willing to purchase auto insurance online, but the majority still prefer to speak to an agent before making a commitment. Your website should offer your leads both a “purchase now” option and a “speak to an agent” option. It’s a good idea to have a dedicated agent whose job is to follow up with prospects within the first 24 hours of the prospect’s initial contact with your agency.
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Content Is King
Content and search engine marketing are what drive most auto insurance leads to insurance websites. It’s important that your site offer timely material related to your business. You can do this by blogging or by offering a series of professionally written articles about various aspects of the industry and what your clients need to know when making their purchase decisions. If you do communicate with your customers by blogging, publish your blog posts on a predictable schedule so that clients will know when to head over to your site to look for new material.
Become a Social Media Presence
The more contacts a client has with your agency, the more likely he or she is to buy auto insurance from you. You can increase the number of lead contacts and your search engine marketing potential by becoming active on sites like Facebook, Twitter, LinkedIn and Google +. These sites don’t need to take up a great deal of your time, but regular updates that share valuable information with the online community will help make your business popular and attractive to prospects.
More customers are buying insurance online each day. To stay competitive, you need to maintain a strong web presence.