No one enjoys things that are out of date.
Prospective insureds coming to your agency’s web site are looking for reassurance, rapport – a reason to trust you with their business. Having no web site is terrible – you’ll never even be considered. Having a web site with no information is really bad – they won’t see the reasons to trust and want to be in business with you. But having a little info that is very old is just as bad – and may be worse.
This is why online marketing experts strongly suggest having a blog. A blog is the easiest way possible to add fresh new content to your web site on a regular basis.
Adding fresh content via a blog causes a helpful cycle to start:
- One of the ranking items from search engines is how recently a page or site has been updated. Having fresh content means that when someone searches for words that are found on your site the link to you will come up higher than it would have if you had not had recent updates.
- That higher ranking causes more people to come to your site.
- When those people come to your site they see that you’re active, that you care about providing relevant information, and that your information is not old and stale. This increases their confidence in you and therefore will increase your conversion ratio (the percentage of those people who will call, email or otherwise contact you to proceed through the sales process.
Doing a blog takes effort. You may not feel up to the challenge. In all likelihood you already get more than enough good ideas from your current customers and their insurance questions to fill hundreds of posts. At iMGA we get great ideas from our agents constantly, and we use those to make sure we produce at least one new post each week. It’s not setting the world on fire, but it is consistent, and after a year or so we’ll have 100 posts. That’s 100 pages of content on our web site, 100 updates to Google and the other search engines, and 100 pieces, some of which will have value to each visitor who finds us, especially if they’re Texas Independent Insurance Agents looking for a great personal property market. 🙂
Last, but not least, it keeps our web site fresh.