Doing business with plenty of online insurance companies, I am always surprised at the lack of content on their sites, yet insurance companies sell some of the profusely complicated financial products online, so why are these businesses not educating the consumers as best as they can so that these people can make an informed choice. I really think that this can only be done by adding substance to their websites.
Then again, maybe it is because the people who maintain insurance websites do not have that much idea of what to write about.
Firstly, you can post frequently asked questions. By now, you must have a huge variety of questions and answers that you have provided to customers over the years. Collect the more common ones and put them out in your webpage. If you have more than enough, you can even add a FAQ page per product.
Second, include product information.
Do not just expect that the customer will understand your product for the reason that he has found your website. They are searching for information; give it to them. Indices and product guides are great content and these can be divided over several pages.You may also add your own voice to your website. Insert an editorial section or article section.
Attach some information about you as the product provider - who do you work with, what are they about, and why you work with them. Create a page per partner.
Give a detailed biography of you and your staff. Include a page for each staff member, and get a bit personal. Remember, people like people so building a page per staff member will provide a prospective client a good feel of what you are all about.
Lastly, you can add a managed insurance forum on your website that you patrol, and interact with your clients and prospects.
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