The About Us page is a seemingly simple and unimportant page, but this is where most insurance agencies get it wrong. In fact, the “about us” page is often one of the most visited pages on a website.
The worst mistake you can make with the about us page is not having one. The about us page is where your prospects can learn more about who you are. This is where the relationship with you often starts. The prospect can buy insurance from anyone, but why should they buy from you? Without an about us page, your website and your agency is just another cold “virtual entity” that provides no compelling reason for a prospect to choose you over another agency.
The second, but most common mistake often made is when the agency makes the about us page “all about them”. The page usually focuses on the partners’ and key producers’ credentials, designations, and years of history. The page may also mention a couple of programs and provide the long list of carriers they represent. Sound familiar?
But shouldn’t “about us” be about us, the agency?
In short… No.
Don’t get me wrong, some prospects may care about your years of experience in the industry and the carriers you work with, but does it truly distinguish you from your competition, or give them a reason to give you their business? Unfortunately, this isn't enough to drive conversion on your website.
Remember everyone’s favorite radio station? It’s WIIFM, or otherwise known as “What’s in it for me.”
In a previous blog, “How to Win Even When the Price is Wrong,” we discussed creating your USP, or Unique Selling Proposition. We reviewed the following questions:
What is unique/better/special about my products/services?
What is unique/better/special about how I provide that service?
What industry norms does my company bend or break?
What is unique/different/special about my character?
What is unique/different/special about my story, me or my agency?
Who or what are my ‘enemies’? (This is not a person. Examples are economy, dishonest business people, large companies with poor service, etc.…)
What is unique/better/special about my best customers?
Your about us page should focus on your USP. In essence, why do clients like to work with you and continue working with you? Information about you and your business isn’t enough. You have to show them why you're better than the rest, and ultimately why they would want to work with you and not your competitor.
Remember, your prospects really don’t care that much about your degrees, titles, or designations; the other guy might have the same if not more than you. What your clients and prospects really want to know is if you can solve their problem, solve it fast and hopefully at a reasonable price
Remember, WIIFM or “What’s in it for me.” The ‘About Us’ page should be about how working with you will solve your prospects’ and customers’ problems. They want to know how they will benefit from working with you and not just about how great you think you are.
Instead, focus on solving your clients’ and prospects’ problems and key concerns. Put yourself in their frame of mind and write about what they want to and should know most about you and how you will help make them with their needs.
If you aren’t sure where to start, begin by asking your top clients why they’ve enjoyed working with you and why they’ve stayed with you. Ask new clients you brought onboard about why they chose you. This will give you better insights into why they chose you and why others may do the same.
By focusing on your clients and not about you, your about us page and your website will be far above many agency sites we’ve seen. By making an effective ‘About Us’, you will gain a competitive edge in the market place.