Giving prospective clients a clear idea of the services you provide is critical to your success in the insurance industry.
A website bio is the quickest way to establish credibility and demonstrate your expertise to prospects. It “humanizes” your business and is the first step in building the relationships that grow your client base.
The following helps you create a website bio that gets your future clients to take the first step in learning about and purchasing your insurance products and services.
What’s the Purpose of Your Bio?
Identifying a purpose is the first step in crafting a compelling bio. The information you give prospects is more than just a first impression.
Your bio gives you a chance to let others know about the value you provide. It highlights the immediate benefits that prospects can achieve by choosing to buy from you.
Information that includes your work history, education, and accomplishments may all be included in your bio. But you need to present it in a way that engages the reader and compels them to learn more.
Creating a Website Bio Strategy
Define the brand message that you want to share with your site’s visitors. Do some competitive research and find out how others have written their bios.
Pay attention to the strengths and weaknesses of competitors and determine how you can create a unique bio that distinguishes you from others.
The voice and tone of your bio are critical to its effectiveness in attracting new clients. A conversational voice is usually the best option. But you may need to use a professional or authoritative tone depending on the target audience.
Determine what action you want the reader to take after reading your bio. Including a call-to-action is essential to moving your prospects forward to the next step in your sales process.
Include Information That Answers the Right Questions
Users won’t always land on your homepage. In some cases, site visitors may arrive at your bio from some inbound link.
That’s why you must clearly articulate what you do and who you do it for so that new visitors understand what they can do next.
The information you include must be relevant to the questions that visitors have. In addition to knowing what you do, you should provide some description of how you do it.
Include information that’s indirectly related to your work. For example, your involvement in other industries or in the local community can support the message you present to your prospects.
The Information Your Prospects Need
Creating website bios that are too long and filled with irrelevant information is a common mistake that insurance professionals make when creating website bios.
Take the time to review and edit your bio to remove anything that might get in the way of the reader’s experience.
Everything you include must deliver value to the reader. It should support their purchase decision and offer a clear and concise presentation of the services you provide.
It’s a good idea to create multiple bios of different length. This makes it easy to share it across different platforms without having to rewrite or edit your existing one.
It also helps you test different lengths to determine which one is the most effective for increasing engagement and improving your page’s conversion rate.
Finally, your bio should be updated over time. Add any industry awards or other accomplishments that you achieve. New skills and specializations should also be added to your bio to accurately reflect you and your business.
Creating a website bio is a vital part of your online marketing. Understanding the elements that meet the needs of your audience helps you achieve lasting success in the insurance industry.