What message do visitors get when they arrive at your insurance agency website?
Is it something about how you have the best markets, the best people, you’ve been around the longest and you’re so visionary, you can see around corners?
Are you trying to get new customers? Or are you just seeking approval?
That’s what I mean by needy.
When you just talk about yourself all the time, it suggests a kind of neediness. Think about the people you know who constantly have to make themselves the center of attention. Aren’t they really kind of needy?
If you were single and going to ask someone out on a date, would you start by bragging about yourself? Would you tell the person that you graduated with honors, recite the family pedigree, brag on about how many other dates you’ve been on and talk about your sexual prowess?
I doubt it.
If you really wanted a date, you’d probably try to find out what that person was interested in. Then you’d suggest a place where he or she might enjoy themselves in your company and offer an invitation. You would make it about them. Their needs and desires. Not yours.
And that’s my point.
Successful relationships are created when people try to satisfy each others needs. That’s why website headlines like these — focused on customer needs — are so much more engaging:
“Tough Medical Issue? Save Up to 73% on Life Insurance.” (Huntley Wealth Insurance Services, California)
“I’ll get you the right insurance protection at the lowest cost.” (Headline from Gary “The Marshall” Sides’ website)
“If we don’t find you the best long term care policy at the best price, we’ll buy you and a friend dinner at Outback.” (I made that one up.)
But most independent agents don’t see it this way.
I looked up the home page headlines of five of the top ranked independent agencies in a major West Coast city:
- Local Brokers Since 1951: Dedicated to providing local solutions
- Providing Property, Liability, Auto and Management Liability Coverages for commercial business.
- [Name of Agency] serving [the area] since 1982
- Going the Extra Mile
- [Name of agency] is an insurance agency focused on creating remarkable customer experiences for its preferred clients
Based on what I’ve been saying, these are all pretty needy headlines. Essentially, they are saying: “We’ve been around a long time.” “We do the best job for our customers (because we say we do).” “We really help customers we especially like.” It’s like, who’s the biggest bore at the party? And not one of them has a call to action.
You know which firms use customer-focused headlines? A few agencies, like Huntley Wealth Insurance Services that I quoted previously. But you know who almost always uses them? Insurance companies. Let’s look at a few:
- Save hundreds when you combine Auto & Home policies — Liberty Mutual
- Here to help life go right. Get a Quote – State Farm
- Learn how Aflac pays you and your family money for the expenses that major medical doesn’t cover. — Aflac
- Life insurance you can count on. Let us help you plan. — New York Life
Which websites do you think bring home the bacon? The ones with needy headlines or the customer-focused headlines?
Isn’t it interesting that all these big insurance companies with plenty to boast about in terms of being the best market, having the best people, having been around the longest, etc. don’t bother to say a word about any of that? They don’t need attention. They just want sales.
If you’re using your website as a lead generator don’t forget to nurture your leads with regular touches. Check out our newsletters.
Teach, build Trust and stay in Touch with your contacts regularly.