In looking at hundreds of insurance agency websites, I see so much of the same message, which is generally focused around the agency, its story, and how they feel they're different. Which unfortunately takes us back to the top that it's mostly the same message; there really is no material difference. It's only different in the biased eyes of the agency owner, but it is simply a commodity message to the reader.
Let's take a look at how this breaks down. What must an agency do as a function of the business in order to be in business?
- Take prospects and/or clients to market.
- Present them with the return quotes.
- Help them make a selection.
- Put the policies in place.
- Service any issues.
- Help manage claims.
- Rinse and repeat.
These are minimum expectations for being an insurance agency. If you couldn't do these things, you wouldn't even be in business.
Buyers assume you're capable of the minimum
Because you are in business, your readers already assume on your behalf that you are perfectly capable of doing all those things. If you couldn't, the carriers wouldn't distribute through you, other businesses wouldn't be working with you, and there would be no website for the reader to be reviewing.
They want to see you can do more than the minimum
If you're spending your valuable marketing real estate talking about these minimum expectations, you are wasting it. You are wasting the few fleeting moments you get when a reader passes by your site.
Give your readers some credit. They're smart people looking for some smart help.
Instead of telling them you are good at meeting minimum expectations, tell them things they don't already assume on your behalf. According to CEB (The Corporate Executive Board Company), B2B buyers develop loyalty to partner companies who teach them something new that they value, rather than just selling them something they need.
As I've shared before, your buyers/clients develop that loyalty when you:
- Offer unique and valuable perspectives on the market
- Help them navigate alternatives
- Provide ongoing advice or consultation
- Help them avoid potential land mines
- Educate them on new issues and outcomes
Go bold and share your advice!
The bottom line is that your prospects and clients want your opinion, your advice, your consultation. And they want it all the time, during the marketing, selling, and client experience phases of the relationship.
The more you can get these types of ideas in front of them, the better and stronger the connection. This type of information – your thoughts – is what they don't assume on your behalf.
If prospective clients only see minimum expectation information and don't see anything new, different, or thought provoking in your marketing, they have no reason to think that you'll bring anything except minimum services during the client relationship. And who wants to sign up for that?
Make yourself attractive to your readers: Draw them in with your ideas and advice that challenges their current thinking and can help improve their businesses. Now they have a reason to call you.
Photo by ID 33955085 © Paul Jantz
