Working with lots of online insurance companies, we are always amazed at the lack of content on their websites, yet insurance companies sell some of the most complicated financial products online, so why are they not educating the customer as best as they can so that they can make an informed decision. This can only be done by adding content.

Maybe it is because they don’t have idea for what to write about. Here are 10 ideas for insurance content for insurance broker websites and these are in no order of importance…

1. Frequently Asked Questions – By now you should have a huge range of questions and answer that you would have provided to customers over the years, either via email, by letter, or over the phone. Collect the more common ones and publish a webpage with this content on. If you have enough you can add a FAQ page per product.

2. Product Information – Don’t just hope that the customer will understand your product because he has found your website. They are looking for information – Give it to them. Glossaries and product guide are great content and these can be split over several pages

3. Editorial Section – Do you add your own voice to your website? Add an editorial section or article section.

4. Question and Answer Sessions – Why not run a Q&A session either with a product specialist in your industry, a related industry that would be useful to your clients – Why not run a Q&A with a local accountant or a mortgage broker. You can use this as a basis for a webpage or if you record it, audio or video, you can publish this on your site and promote it. Or do both and get twice or thrice the content for one bit of effort.

5. Product provider information – Who do you work with, what are they about and why do you work with them. Build a page per partner.

6. Detailed Biography of you and your staff. Add a page for each staff member, get personal. Remember people like people so adding a page per staff member will give a prospective client a good feel about what you are all about.

7. Blog – Could you add a blog to your site? And have more tips and comments on the issues on the industry or on topics that relate to your clients.

8. Video – We touched on this before but some products or application processes could be better explained by hosting a video. This can be done with simple screen capture software. You could offer a whole range of helpful videos which you can add to your website.

9. Forum – The daddy of user generated content. Add a managed forum on your website which you patrol and engage with your customer and clients.

10. News Section – You can add a section on your company news, new staff, new partnerships, or about your work in the local community. In addition add in some industry news from other trusted news sources or rewrite news stories with your own comments or slant.

As you can see there are some very simple steps here to add a raft of great content to any insurance website.