On the internet, everyone is an expert. Of course, in an electronic world, everyone is also happily married, thin and fit, and eats a completely balanced diet devoid of junk food. But in real life, we all know that the personas presented on the internet aren’t always completely accurate.
So how is a potential customer, surfing the web for an agent to help them get insurance coverage, supposed to separate the facts from fiction?
Your About Us page is a chance for you to show your prospective clients why you are the best choice for fulfilling their insurance needs. It is also a perfect opportunity for you to create a tangible experience attached to the intangible product that insurance is.
Creating Your About Us Page
The first step to creating the perfect About Us page is to summarize your experience in the industry. But don’t just list all your licenses, designations and awards—instead, make this a conversation. Tell your client about your knowledge, experience and credibility in the industry as you would if you were meeting them in person.
Next, talk about your philosophy. Why do you think insurance is important and what does it mean to you to be the provider for all your clients? Readers are considering entrusting their financial future to you, let them know that you understand and appreciate the importance of this role and that you don’t take it lightly.
It is also a good idea to let a bit of the real you come through on your About Us page so your readers know they are doing business with a person, not a machine. Give them a peek at your hobbies, your family, your interests and your background. Don’t overwhelm them with your passion for rewriting summaries of old Star Trek episodes, but do give them a glimpse at what makes you tick. This also serves the purpose of helping them find some common ground with you that can make the difference between choosing you or someone else as their agent.
Finally, be sure to include a picture of yourself on the page. The more tangible you can make the insurance buying experience, the better. A picture gives them a face to go with the name, product and history. It allows them a reasonable facsimile at eye contact and helps them see you as an individual.
Your website is about the business of selling insurance, but when you sell insurance you don’t just sell a policy, you also sell yourself. Your About Us page is the best way to do just that.
As the Communications Director for Insurance Technologies Corp and a prior insurance agency owner, AnMarie Bozick, CIC has a passion for helping agents succeed. More tips on Internet marketing for insurance agents can be found on her blog or to see these tips in action, sign up for a free sample insurance website.