The biggest mistake I see benefit advising agencies making with marketing messages is thinking that those statements should be about the agency. That’s not what buyers want to read. Buyers are experiencing challenges — maybe they’re offering benefits for the first time, they need someone with broader consulting skills, they need help with the Affordable Care Act — and they’re looking for someone who can help them.

What buyers find during their online research carries significant weight in their decision-making. As such, your message must be influential to get their attention. Instead of it being about you or your agency, it should instead be about how you help them with their challenges.

See related: Buyer research has changed your sales process

What I see most often in benefit advising agency websites is a formulaic message about the agency, which only reinforces how you are exactly like your competitors. There are the following categories.

  • About page: A history of the agency
  • Product/service pages: Lists of policies and carriers
  • Outstanding customer service page
  • Free quote buttons on the pages

Now, let’s talk about why these just don’t work anymore and easy fixes to turn them around.
About page

This page is some of your most valuable — yet consistently wasted — real estate. Buyers are there because they’re looking for someone who can help them right what’s wrong in their world. Yet, when they click on your about page, the first thing they see is that Great Grandpa Joe started the agency in 1930, and they then have to wade through paragraphs of family transitions and mergers.

Instead, this page should start with a brief overview of your value proposition and your target market, followed by an explanation of how you help clients build better businesses. Educate them about your philosophy, and let them see how their business will actually be different when working with you.

Product/service page

This is usually a list of the same carrier partners your competitors also display. Use this space instead to capture the imagination of your buyers and let them know how you can be their solution partner.

I’m sure you’ve solved some many routine and complex benefits issues your clients have faced that required your guidance. Describe those challenges and offer explanations of how you helped fix them.

And you know those non-insurance resources you have like compliance tools, HR resources, and wellness programs? Use those as well in your challenge/solution explanations.

Outstanding customer service

This is the bedrock of every agency message. Instead of telling people you have great service, let them see it. Connect with your buyers through stories from happy clients. Help clients craft testimonials explaining their challenges and how you saved the day.  

Get a free quote

For individual insurance, this is a necessary feature. However, when trying to connect with group clients, starting the relationship with a focus on money only guarantees the relationship will also end about money. And, this is also the one place where you are exactly like your competition. Instead, take the focus away from the money and place it on the complete value you deliver.

Here’s the takeaway — you need to review your website. Does it follow the formula outlined here? If so, then review the guidelines I’ve offered and step up your game. Your buyers are looking. Are you providing them a compelling reason to talk to you?

Keneipp is a partner and coach at Q4intelligence in the Seattle area. Reach her at

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