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Best practices to sell insurance online

5 May, 2023 · 5 min read·Insurance brokerage
Best practices to sell insurance online
This blog post outlines the best practices for selling insurance online, covering everything from building a user-friendly website to utilizing social media marketing. If you want to succeed in the digital age of insurance sales, this is a must-read.

Everything can now be done online, and insurance is no exception. With more consumers browsing insurance providers and policies online, selling insurance digitally has become a must for insurance companies. 

The online market offers greater reach, convenience, and efficiency for both insurance providers and customers. For nearly 70% of customers, they prefer researching insurance options before scheduling an appointment with agencies. 

In this post, we’ll highlight key elements for a successful online insurance sales strategy, how to build your online sales ecosystem, and how to create effective insurance product pages. Join us as we explore the benefits of online insurance sales and ways to propel your online sales strategy to success.

Why selling insurance online is important for insurance agents

The internet has radically transformed the way we conduct business, and this includes the insurance industry. An insurance agency can now offer health insurance and other products to a much larger audience. Consumers, on the other hand, can easily compare different coverage options from the comfort of their homes, without the hassle of physical visits to a broker or insurance agent.

Consumers today are better informed. They’re more price-sensitive than ever before. And they’re looking for online insurance solutions that are accessible and easy to use. To stay relevant, companies need to develop a strong online insurance sales strategy that meets the needs of the modern customer.

Understanding the online insurance market

Understanding the online insurance market is crucial to success in selling insurance online. The market is highly competitive, with thousands of independent agents vying for consumers' attention. A significant advantage of the online space is its relatively low entry cost. Meaning, new competitors can emerge frequently. So how do you increase your chances of success? You need to thoroughly understand the market. This includes the types of products in demand and the primary players in the industry.

Market research is, therefore, an essential element of understanding the online insurance market. It involves analyzing data related to consumer demographics, purchasing preferences, and other relevant trends. This information can assist you in identifying gaps in the market. You can also identify opportunities to differentiate your offerings from competitors. Market research can provide insights into consumer behavior as well, such as buying patterns and the factors that motivate them to purchase insurance products.

Knowing your target audience is key to crafting an effective online insurance sales strategy. Insurance products are often complex and require careful consideration and research. Consumers may not understand all the technical terms and jargon associated with insurance products, leading to confusion and buyer's remorse. To be successful, companies need to develop tailor-made solutions that are easy to understand and offer suitable choices to their target customers.

Plus, the online space is vast, making it challenging to know where to focus your efforts. So identify your target audience and craft tailored campaigns. Doing so can increase the likelihood of attracting the right consumers. Know your target audience and what their needs are. Consequently, you can determine the types of products that will most likely resonate with them.

Key elements of how to sell insurance online successfully

A successful online insurance sales strategy includes a few notable elements critical to its success. 

Define your target audience 

Clearly define your target audience. Identify your ideal customer and the specific needs they have. This will help you tailor your sales strategy. Plus, it will help you create effective messaging. The more effective your messaging, the better it will resonate with your target market.

Optimize your website 

Make sure your website is visually appealing, informative, and easy to navigate. It should also be optimized for search engines. A website that is difficult to navigate, cluttered, and outdated will harm your sales. Plus, more people now use their smartphones to browse the internet and make purchases. So ensure that your website is mobile-friendly.

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Use social media 

Invest in building a strong social media presence. This is a cost-effective way of reaching out to your target audience and building brand awareness. Join social media platforms like Facebook, Twitter, and Instagram. These platforms are a great way to engage with your customers while providing them with information about your insurance products and services.

Build a sales funnel

Create a sales funnel that guides your customers through the buying process. This can include targeted landing pages, email marketing campaigns, and retargeting ads. The goal is to make it as easy as possible for potential customers to buy your insurance products. You can achieve this by providing them with all the information they need and addressing any concerns.

Implement these key elements to create a successful online insurance sales strategy that attracts new customers and helps you retain existing ones. Remember that building an online insurance sales ecosystem is not a one-time event. It's an ongoing process that requires continuous monitoring, tweaking, and optimization. Continuously refining it ensures you're getting the best results possible.

Building your online insurance sales ecosystem

Building an online insurance sales ecosystem means creating a digital environment that includes a range of tools, services, and resources designed to streamline the insurance buying process. The ecosystem can include tools like online chat support, mobile apps, and customized dashboards, all of which can help make the insurance shopping process more user-friendly, efficient, and enjoyable for customers. The goal is to provide a seamless online experience that promotes customer engagement and satisfies their insurance needs.

Building an online insurance sales ecosystem can help insurance companies generate leads, increase revenue, and expand their customer base. To succeed in this space, insurance companies must develop a comprehensive digital strategy that incorporates key elements of successful online sales. These include website design, user experience, lead generation, and customer relationship management.


Central to building a successful online insurance sales ecosystem is a website that is user-friendly, visually appealing, and optimized for search engines. A website that is easy to navigate and provides a clear value proposition to customers can help convert casual browsing into actual sales. A company's website should also work seamlessly with other digital marketing efforts. These include your social media and email campaigns.

Lead generation

A key component of any online insurance sales strategy is lead generation, which involves using various channels to attract and convert potential customers. Some effective lead generation tactics in the insurance industry include creating educational content, offering free consultations or quotes, and using targeted online advertising to reach specific demographics. Once leads are generated, it is crucial to have a robust customer relationship management system in place to nurture those leads and convert them into sales.

Testing, analyzing, and optimizing 

Building an online insurance sales ecosystem requires ongoing testing, analysis, and optimization. Insurance companies must constantly refine their digital strategy by monitoring website analytics, analyzing user feedback, and evaluating the performance of various channels and tactics. By doing so, they can identify areas of opportunity to improve engagement, conversion rates, and overall customer satisfaction.

Creating compelling insurance product pages

When it comes to selling insurance online, the product page is the most crucial element of your website. It's the page where your potential customers go to learn about your insurance policies, features, benefits, and pricing, and ultimately make a purchase decision. That’s why your insurance product pages need to be both effective and compelling.

Cater to your audience

Aim to understand who your target audience is. For instance, what are they looking for in an insurance policy? Get a clear picture of your audience's needs, so you can tailor your product pages to meet those needs. This means highlighting the key features and benefits of your policies that are most likely to resonate with your target market.

Optimize your product pages

Make your product pages visually appealing. They should be easy to navigate and mobile-friendly. Your potential customers should be able to find the information they need quickly and easily. Avoid overwhelming them with too much text or confusing layouts. Including high-quality images and videos can also help to enhance the user experience and showcase your policies in the best light.

Add social proof

Showcase customer reviews and testimonials on your website. Social proof can persuade potential customers to choose your insurance policies over your competitors. By displaying positive feedback from your existing customers, you can build trust and credibility with your audience.

Include a CTA

You should consider implementing a clear and visible call to action (CTA) on your product pages that encourages potential customers to take action. For instance, add a "Get a Quote" or "Buy Now" button. Your CTA should be clear, concise, and prominently displayed. 

By implementing these elements, you can create compelling insurance product pages that drive conversions and propel your online insurance sales strategy to success.

Propelling online insurance sales strategy to success

Leverage marketing

Once you have established your online insurance sales ecosystem and optimized your insurance product pages, it is time to propel your online insurance sales strategy to success. One key way to do this is through effective marketing. Consider using various online marketing channels to reach a wider audience. These include social media, search engine optimization (SEO), pay-per-click (PPC) advertising, and email marketing

Refine your strategy

In addition to marketing, it is important to continually evaluate and improve your online insurance sales strategy. Regularly analyze your sales data to identify trends and opportunities for improvement. Conduct customer surveys to gather feedback and identify pain points in the sales process.

Keep up with trends and changes

Stay up to date with the latest technology and industry changes to ensure your online insurance sales strategy remains competitive. Attend industry conferences, read industry publications, and stay informed about the latest trends and developments in online insurance sales. By constantly improving and adapting your strategy, you can propel your online insurance sales to greater success.

Boost your online insurance sales strategy with B12

The online insurance market is a great opportunity for insurance agents to expand their reach and increase their sales. However, to be successful, it is important to have a solid online insurance sales strategy. With a successful online insurance sales strategy, an insurance company can create a strong online presence and connect with customers on a deeper level. 

Need a professional online presence for your insurance business? With B12, you can get a website built by AI and refined by expert designers, copywriters, and SEO specialists. Launch in 30 days or less and showcase your accolades, social proof, and offerings through compelling product pages. Try B12 today!

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