YouTube video (Andy Neary, Complete Game Consulting) explaining three essential elements an insurance agency website needs to attract ideal prospects: (1) an attention-grabbing headline that shows how the site helps the prospect survive or thrive and includes a clear CTA, (2) a prospect-focused story on the page (what’s at stake → solution → offerings → proof/testimonials) rather than the agency’s own story, and (3) a learning/resource area (videos, articles, blogs) to keep visitors engaged and warm leads. The creator links these changes to increased visit duration and inbound leads.
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In this video, you are going to learn the three key things your agency's website must have if you want to attract the attention of your ideal prospect. Hi, my name is Andy Neary, CEO and founder of Complete Game Consulting, where we are on a mission to help 25,000 insurance producers sell their first $250,000 of insurance. And in today's video, we're going to talk about websites because let's face it, most agencies websites sell suck. Number one, they are telling the wrong message. If you go to most insurance agencies websites today, who do they talk about? They talk about themselves, what year, where they were founded, what their team looks like, all the services they have, all the capabilities they have. At the end of the day, your prospect doesn't care. All they want to know is what's in it for me. And in this video, I'm going to teach you the three things you can add to your website today to make sure your website grabs the attention of your ideal prospect and holds that attention so they stay on your website and keep exploring. Because the longer they stay on the website, the warmer the lead they become. So let's talk about the three things your website has to have if you want your website to stand out. And to do this, I'm gonna use our organization's website. The first thing your website must have to stand out is an attractive headline statement. If you, you were looking at our website here, ours says unlock your potential in your insurance career to discover a clear path to more success, more money and more fulfillment. You see, this headline statement is what's going to grab your prospect's attention in a matter of seconds. And that statement must help your prospect thrive or survive, one or the other. You either have to help them survive or you have to help them thrive. Remember, our brains are primitive and and they want to know how are you going to help me survive or thrive. So this headline statement must grab their attention. If this headline statement tells me, the viewer, your prospect, that you can help me survive or thrive, you've got my attention. The second thing you see in the headline statement is a clear call to action button. When you click work with us, it goes right down to a call where you can schedule time with my team. You've got to make it easy for people to do business. So a headline statement is number one. It's got to tell your prospects how you're going to help them thrive or survive so you can grab their attention in a matter of seconds. The second thing your website must have if it is going to stand out with your ideal target prospects is as I scroll the site, it has got to tell the prospect story. Too many agency websites are focused on the agency story. And the reality is your prospects just don't care. Remember what I said a couple minutes ago, they want to know what's in it for them. And as you scroll down a site, a good website story works this way. You've got a headline statement followed by what's at stake. This is what their life looks like today because they haven't hired you. Followed by your solution. How are you going to make their life look better? Then we've got what we offer, all the programs we offer a free training so they can get a taste for what it's like to work with us. And then testimonials as proof of the work we have done for people. You see, a good message on a website isn't telling your story, it's telling the prospect story. So before you go redesigning the message on your website, make sure you sit down and you complete the five star prospect profile, an exercise we use with our clients. You can go find it in another video here on my YouTube channel. But sit down and create and identify your ideal target and then go to work pick building their message for your site. And the third thing that your website has to have if you want to attract and keep your prospect's attention on your site is a place where they can go and learn. Whether that is coaching, videos, that is articles, as we have here, you have to have a place where prospects can come, get resources like videos and articles and learn from you. It's that simple. You see, if your website has these three things. A headline statement that attracts their attention. A story that you're telling along that site that is their story. And you've got a place they can come learn from you, where you are housing videos and articles and blogs. You have created a website that is giving them an environment from which they can learn. And the longer they stay on that site, the more they're going to warm up to you and the warmer the lead they're going to become. And before you know it, your website will become a sales rep you didn't know you have. So my advice for you today is as you leave this video, go sit down and look at your website right now. Look at that headline statement. Is it speaking to your prospect? Is it teaching them how you're going to help them thrive or survive? Is there a clear call to action button under that title? What story are you telling on your site? Are you telling yours or your prospects. And then do you have a page on your site dedicated to learning? Videos, blogs, articles. That is how you build a site. That's powerful. When we built our site this way, we saw a huge uptick, not only in the visitors, but the length of time these visitors stayed and the number of inbound leads we saw as a result. I know it could do the same for you. Sit down. Accomplish these three things and your website is going to be five times more effective today. Give it a shot. Let me know how it goes.
