The document provides tips for crafting effective content for an insurance website. It recommends focusing content on building connections with consumers by putting them first, highlighting benefits over features, personalizing content locally, and leveraging emotion. Each page should meet consumer needs and build trust before including calls to action. The goal is to use content to connect with consumers rather than just sell to help with web visibility, branding, referrals and revenue.
A Bridge To Success: How To Craft Effective Content For Your Insurance Website
1. A Bridge To Success
How To Craft Effective Content
For Your Insurance Website
Dylan Brooks
SEO Coordinator & Content Evangelist
2. Welcome to Masters of Marketing!
• We will begin promptly at 12 PM CDT
• Follow along on Twitter using the hashtag #MastersMktg
• This presentation will be posted on our blog
(www.GetITC.com/blog)
• Next Masters of Marketing webinar:
• Top Trends for Today's Insurance Website
• Hosted by Karly Baker
• Thursday, November 17th at 12 PM CST
Thank you for joining us today!
Dylan Brooks
(800) 383-3482 x127
dbrooks@getitc.com
3. ITC Agent Conference 2017
• Registration is open!
• April 20-21, 2017
• Hilton DFW Lakes,
Grapevine, TX
• Current ITC customers with
an active account ID qualify
for special pricing
• Learn more at:
www.AgentConference.org
4. A Bit About Me
• Experienced SEO
• Content strategist
• Former TV news producer
• Background in storytelling
5. One Big Takeaway:
The primary purpose
of your website is to
build a connection
with consumers.
6. How Do You Build
This Connection
Throughout A Website?
8. There Are Several Types of Webpages
• Homepage
• About Us Page
• Product/Service Pages
• City/Regional Pages
• Resource Pages
• Action Item Pages
9. These Pages Should All Build
A Connnection
• Ask Yourself:
• What is the page’s
purpose?
• How can I use content
to build connections
with consumers that
will help the page
achieve this purpose?
14. Think Consumer-First
• The purpose of a page is
not to advertise
• Each page should meet
a specific consumer
need
15. Think Consumer-First
• This is true for your:
• About Us Page
• Product/Service
Pages
• City/Regional Pages
• Resource Pages
• Action Pages
• Home Page
22. Go Local & Personal
• Consumers expect a
personal touch
• Your local presence
can be an advantage
• Focus on ties to the
community you serve
23. Go Local & Personal
• Demonstrate regional
knowledge in content
• Geography
• Weather
• Local Events/Holidays
24. Go Local & Personal
• City/Regional Pages
• Each page should reflect
the story of its focus city
or region
• Don’t use the same
content for all city or
regional pages!
30. In Summary
• Use your website to connect instead of sell
• Put the consumer first
• Address specific consumer needs with content
• Remember “Benefits over Features”
• Localize content when possible
• Build trust by connecting through emotion
32. Thank You For Joining Us!
• This presentation will be posted on our blog
(www.GetITC.com/blog)
• Next Masters of Marketing webinar:
• Top Trends for Today's Insurance Website
• Hosted by Karly Baker
• Thursday, November 17th at 12 PM CST
Dylan Brooks
(800) 383-3482 x127
dbrooks@getitc.com