If you're like most agents, your Web site has two basic goals: increasing your credibility and generating leads.
A good design is a good place to start -- even the most untrained eye can see the difference between sites that work and those that don't. But Web design is only the first step. An attractive and intuitive Web site will persuade online consumers to look more closely at what you have to offer But then what?
This is where your words take center stage. Your words will make the difference between a prospect who almost immediately leaves your site in favor of another and a prospect who becomes your client.
Fortunately, writing online content that makes you look professional and generates exclusive leads isn't as hard as you think when you use the following seven secrets of effective Web writing.
Secret #1: First, educate; then, convert
Retailers and researchers have found that most online consumers follow the same patterns whether they're shopping for hotel rates or health insurance. They take full advantage of the Internet to research their purchases. And they tend to look favorably on Web sites willing to provide them with the information they seek.
That's why your Web site needs content that educates visitors about their insurance options.
Don't assume that your online visitors know as much as you do about insurance. Instead, your writing should make them feel as comfortable as possible with the decision they're about to make.
To get you started in the right direction, consider including these pages on your Web site:
- Glossary - Provide a list of definitions to common terms that insurance prospects will encounter.
- Coverage summaries - Add separate pages with quick summaries of your basic coverage options.
- Process - Many consumers don't know where the insurance shopping process will take them; be one of the few to give them a guide.
- Tips - Shoppers appreciate suggestions that will help them save time, aggravation, or money.
- Testimonials - Positive comments from your satisfied customers can have a big impact on prospective clients.
Secret #2: Speak directly to your audience
Studies have shown that a conversational style is the most effective approach when writing for consumers, and the easiest way to make your words more engaging is by addressing your visitors personally. Simply picture your average customer and pretend you're writing directly to them.
The best business-to-consumer copywriters use a second-person writing style for this purpose. This means relying heavily on the word "you."
So, as you review your writing, every time you see the word "people" or "we" on your site, replace it with "you." You may have to rewrite the sentences slightly so they still make sense. But the overall effect will be to build a connection with visitors.
Secret #3: Don't be negative
Fear is a motivator, but the topic of insurance is already serious enough. If you use fear as the focus of your content, you'll run the risk of visitors increasing their doubts.
This can lead them to put off their insurance purchase for another day -- or another agent. Your fear-driven negative writing can come off sounding like hype, and you can wind up being associated with all the negatives you bring up.
Another reason to focus on the positive is that tests have shown that consumers more frequently take action on positive rather than negative imagery. To that end, keep your content focused on the benefits of insurance, not the risks of not having insurance.
For example, when you have a sentence such as:
Did you know waiting one more minute to buy insurance could cost you your life's savings?
Consider replacing it with something more positive such as:
Did you know buying insurance now could save you thousands of dollars over the life of your policy?
You're saying the same thing with both of these sentences, but the second approach conveys your message in a much less threatening manner.
Secret #4: Every word you write should help solve a problem
No one's visiting your site just for fun. Your prospects all have a problem: They're uninsured, they have gaps in their coverage, or they want to switch companies. And they all need an answer -- fast.
As you write the content for your site, take a second to consider what specific problems would lead consumers to a particular page on your Web site.
For example, someone visiting your "About Us" page may be looking for reasons to trust you. So give them those reasons -- and facts. Give them specifics on your history and insurance background. A list of awards and certificates you've received is especially good at demonstrating some of your expertise.
If you feel really ambitious, take a survey of your current and past clients to ask them what information they were looking for as they shopped for insurance. Then, write specific sections or pages to address those problems and challenges.
If you don't have the time to write a couple of short articles, at least create an FAQ page to help answer the most common visitor questions.
Secret #5: People don't read; they skim
Did you read every last word in this article? Chances are, you probably didn't. Your eyes only stop when something grabs you.
To make it easier for prospects to glean the information they're looking for from your site, use formatting to make them stop on and pay attention to your key points:
- Bold (only the important points, not just for emphasis)
- Bulleted lists
- Smaller paragraphs
- Alternate larger paragraphs with smaller ones
- Headlines and sub-headlines
Format your text so it's easy to skim and understand -- but don't go overboard. Too much emphasis is just as bad as none at all. For example, if you bold too much, nothing will stand out. (And don't underline text for emphasis. It looks like a link that visitors can't click on.)
Secret #6: Always include a "call to action"
Remember the basic sales mantra of ABC -- "Always Be Closing"? The same principle applies with your Web site copy. Your words are meant to turn your visitors into leads and, ultimately, clients. That's what you're doing every time you write something that educates and helps your site visitors. That's also what you're doing when you write to solve their problems and help them make an informed decision.
And if your words succeed, the last thing you want to do is leave them hanging.
This is why you should always include at least one call to action on every page of your Web site. Your call to action can be as simple as a button or a link. It can invite visitors to compare plans using your quote engine. Or, it can suggest another page or article the visitor can read.
The bottom line is that calls to action help guide your online prospects to an eventual buying decision.
Secret #7: Proof and re-proof everything
A content-rich Web site can make you look professional, credible, and informed. It also proves you care about your customers' needs. But silly mistakes can take away much of your gains. At best, grammatical errors, typos, and misspellings make you look sloppy. At worst, they can make you look too careless to be trusted with your prospects' hard-earned money.
So before uploading your writing, make sure to follow this three-step process:
- Run spell check. Most will even check your grammar.
- Ask someone else to proof it. A fresh set of eyes will always catch things you miss.
- Take a break, then proof it again, especially if you make any changes (no matter how small).
Then, after adding your new content to your Web site, I recommend checking it once again -- just to be absolutely sure your pages are error-free. The great thing about publishing on the Web is you can always make corrections.
Harnessing the power of words
The right words can help make your site's visitors do what you want them to do -- whether it's calling your office, getting a quote, or joining your mailing list. The wrong words, however, will encourage people to keep shopping elsewhere.
By applying these seven secrets, your Web site will be well on its way to having the kind of content that will project the professional image you deserve and generate the sales leads you need.
Jeremiah Desmarais is vice president of marketing at Norvax. He can be reached at jdesmarais@norvax.com.
