Make it PersonalWays to Personalize your Website

Nell GentzWebsite Coordinator

Why should I personalize my website?

Recognition

• By echoing the branding and personality of your agency, you create a sense of consistency and therefore familiarity.• Your branding will come to be associated as

therefore “recognized” as uniquely you.• Use your personal touches to make you stand out

from the competition- not get lost in the herd.

For Instance…

“Warm & Fuzzy”

• In this age of technology, everything is so removed and impersonal. Humans as a species live in “groups”- we are wired to like the “personal”.• Websites by nature remove the need to

communicate with a human being- it is very easy for a website to become “impersonal”. • Therefore, one of the great challenges faced by

companies today is re-inserting the “personal touch” into something automated and removed.

More “Fuzzy”…

• Part of your marketing should include the “personal touch” or “warm and fuzzy” that your agency brings to the table.• Without the “fuzzy,” you are no different than

Esurance or another online, direct writer. • What will separate you from the captives is the

relationship you build with your clients.

For Example…

“I’m a Person, too!”

• “Warm and fuzzy” makes people feel good inside. That ties in very closely to the MOST important reason to personalize your website-

…to Humanize it!

• You are a person, capable of meeting and understanding another person’s needs.• Your agency is professional- you know how to help

and what to do when your customer has an emergency.• You understand that accidents happen- and your

customer can trust you to take care of them.• You are a real person with a real face, and a real

agency full of real people who really care- and it can’t get any realer then that!

How to add that “Personal Touch”

We have talked about:

• Congruent branding• Consistent colors, shapes and symbols• Imparting a sense of “warm & fuzzy”• Getting around the tech “mumbo-jumbo” to show

that you are a human, too.

Where are the best (and most effective) places to add “personal touches” on my

website?

About Us

• Your Homepage should be used for talking about your niche market or your primary lines of business• Your About Us page should be just that- about your

agency!• What makes your agency unique?• How long have you been in business? • What is the history of the agency?• How many people work there?• What do you have a passion for?• What is your goal for the agency?

For Example…

Photography

• “A picture is worth a thousand words”• “Familiarity” is ALWAYS better- it creates an instant

association and makes bonding easier• Too much stock photography can make a site look

“canned”• This does nothing for brand reinforcement• It also says NOTHING about your agency on a personal

level

For Example…

Also…

And Finally…

Blog Posts

• Blogs are an excellent way to have constantly fresh content on your website- which will only HELP your SEO. • Blogs also provide an acceptable avenue to get “a

little personal” on a business page.

For Example…

Special Sections

• Around Town• What is going on in the local news (local small

crime/vandalism, neighborhood watch, etc.)

• In The Community• What is happening at the local Chamber of Commerce,

Boys and Girls Clubs, Senior Center events and even Rec Center classes.

• Good Works• Some agents sponsor/ work with local charities and/ or

churches.

For Example…

To Recap:Some ways to add a personal touch to your website are…

• A Detailed and descriptive “About Us” page• Preferably featuring pictures of the agents or agency• Your agency motto or values• Language about how long you have been in business and

other background information about the agency

• Utilizing photography• Photos of local landmarks, the outside of the agency,

Team group shots, etc.

• Blog Posts• Ok to brag about your agency and achievements!• Added bonus of being great for your SEO

• Creating Special Sections• Underscore the agencies’ values by highlighting

charitable acts• Show local involvement and investment through

community service • Become a resource for local news and items of public

interest

And Another Thing!

• Don’t forget to reinforce all of this personalization on your Social Media sites• Facebook• LinkedIn• Twitter• Instagram• Vimeo/ YouTube

And Finally…Website Homepage Samples!

Lavender Insurance

The Biggest Little Agent

Thanks for listening!