Technology provides a myriad of channels for communication, content consumption, and access to information. For any insurance agency it’s challenging to effectively communicate your brand amidst all the competition. Add in the complexity of copywriting for the financial services industry and it’s easy to get an instant case of writer’s block! The four insurance agency copywriting tips we outline today will help you create dynamic, beneficial copy for your agency’s marketing strategy. Copy plays an integral role in driving traffic to your website and other online profiles, but it also communicates an authentic and relatable brand voice to your target audience. Good copy will help further develop your digital marketing strategy.
Without further ado, here are 4 insurance agency copywriting tips to help increase conversions.
1. KEEP YOUR BRAND VOICE CONSISTENT AND UNIQUE
Establishing a consistent and unique brand voice provides prospects and customers alike an impression of relatability, trustworthiness, and authenticity; it makes communication congruent. Consider the following marketing text:
‘ABC Insurance Solutions is a professional agency that has been in existence for 50 years. We value service, good old fashioned fun, and professionalism. Contact us and one of our hilarious, awesome, professional, agents, will provide you with a great quote. Our experience makes us the most trusted agency in the state baby!!! Call now!’
There’s nothing wrong with presenting a fun loving brand voice, or a professional tone, but going back and forth between two identities only creates confusion. Simply put there is no single recognizable brand tone, rendering this marketing text ineffective.
As more insurance agencies, and businesses in general, try to adapt to the era of millennials and technology, it’s very easy to veer away from brand consistency. JC Penney is still trying to recover from their failed “Enough.is.Enough” marketing campaign, which was an attempt from former CEO Ron Johnson to modernize the retail company’s brand identity. As you adapt your agency’s solutions and services to the modern era, keep in mind your company’s core values.
Examine copy on your website, social media, online listings, etc. to ensure your brand voice is consistent across all channels. Also ensure your messaging for special promotions remains in sync with your overarching tone and agency values. Nothing is wrong with adding layers to your agency’s brand voice, but it must be done strategically to avoid conflicting messaging in your insurance agency copywriting.
2. MAKE IT ABOUT THEM
When it comes to digital marketing it’s very easy for copy to become mechanical, “insert name here” styled messaging. When this happens your agency becomes a faceless business to prospects, rather than a brand that cares about customers. To accomplish ditching that mechanical, soulless brand tone your copy needs to revolve around the customer; their pain points, their needs, their goals.
Many agencies make the mistake of revolving messaging around their own services, awards and accomplishments, etc. This usually results in a generic, flat, corporate brand voice that doesn’t resonate with customers. Highlighting your agency’s accomplishments is great for showcasing qualifications, but it may not be relatable messaging for your audience. Any insurance broker will tell you strong client relations is a key component to success, and relatability is crucial to strengthening relationships.
3. CALL TO ACTION
Every website, marketing email, or social media post, should have an action for users to complete. According to Unbounce, more than 90% of visitors to your website who read your headline also read your CTA copy. Whether it’s filling out a form, signing up for a webinar, or subscribing to a newsletter a call to action (CTA) is an effective tool for generating leads. A CTA provides three distinct layers:
- Focus to your website
- A way to measure click through rate
- Direction for your users
None of these benefits matter if no one actually follows through on your CTA. It’s important to communicate to your audience the benefits of responding. What will the user get out of completing the action?
It’s also important to address the user’s questions. Completing a CTA is a step of trust for the user. They may have to provide personal details, which means they may have concerns. Those concerns should be addressed before they take the next step by clicking through. For example if your CTA requests for a user to subscribe to your blog, then use your microcopy to let them know how often they will receive emails from you. Also, let them know it’s easy to unsubscribe at any time. This lessens concern, and communicates gaining a high quality reward for a simple step.
4. BREAK UP THE PAGE WITH SUBHEADINGS
You just need to look at this blog in itself to see how subheadings makes reading content so much easier. Reading text on a screen makes comprehension and retention of information harder. It’s important to provide intervals for the reader. In any workout, breaks are necessary to complete the exercise (I know I need quite a few). The same goes for reading. It makes processing information much easier, and provides a user friendly experience.
Inserting subheadings at logical points in the text, can vastly improve the amount of time website visitors spend on your page, and decrease bounce rate in the process.
INSURANCE AGENCY COPYWRITING IS A CONVERSATION
The insurance agency copywriting tips we outlined will make customers feel like they’re having a conversation rather than being sold to. Good copywriting techniques help increase everything from search engine rankings, to lead generation, click through rates, brand awareness, social media engagement, and of course conversions. When reviewing your agency’s copy, you need to understand what the company’s values are, then communicate them to your prospects. As Robert Collier once said, “Decide the effect you want to produce in your reader”.