Insurance agency value statements are an important piece of content on your insurance website and in your marketing campaigns.
In fact, when we onboard new customers onto the Leadsurance platform, if they don’t have a value statement for their insurance agency, we help them create one.
A good insurance agency value statement has the ability to connect with your ideal prospect and help convert them into a client.
Alternatively, the wrong statement may be detouring folks from taking action on your website.
I think the best way for me to express just how important this piece of content is, would be to show you some real examples – both good and not so good.
So, let’s dive into these value statements and I’ll share some notes on each to help give you ideas for creating your own.
1. The Best Example
Let’s begin with the best example from our list. You will notice, this is the shortest value statement of them all. I think it is important to note that quality is greater than quantity when writing a value statement.
Takeaway: This statement is good because it is direct and clear while expressing to buyers the actual value of purchasing insurance with this agency, protecting their important possessions. The addition of “we don’t stop there” expresses that they go above and beyond protecting your possessions, creating even more value.
2. Another Good Example
This example is completely different. In this case, the agency has incorporated their value statement on their ‘About’ Page. This is usually the best place for your statement, and you can do what this agency did or separate the statement out like the previous example.
Takeaway: This agent kept it personal by saying, “We take every day with three things in mind; provide exceptional service for each individual client, create relationships, and have fun along the way.” Being personal will go a LONG way. Especially for independent agencies, personality is perhaps your biggest selling point to consumers who want that personal touch they won’t get with the Geico’s of the world.
3. A Not So Good Example
In addition to providing good examples, I think it is important to address things that may not belong in your value statement as well. So, with this example, I want to point out that the agent opened his statement by declaring he wants to be the “Top agency”.
Takeaway: Now, let me preface this by saying, it is a common approach to mention being #1 in the value statement. So, it is worth addressing. Being the top agency is a good goal to have, however, your value statement should be customer focused. Talking about your agency may sound egocentric or at the very least simply not grab your target customer’s attention. Remember, this is your opportunity to speak directly to your target prospect and sell the unique value you provide. Unfortunately, being #1 doesn’t directly benefit the client, although some may argue it brings perks – sure. I’m not saying remove that language from your website, I’m just saying focus on your clients when writing your value proposition.
4. A Niche Example
If you serve a specific niche, then address your specific target in your value statement. Speaking directly to your customer is going to attract more inbound leads from your website.
Takeaway: This insurance agency for American Farmers speaks directly to their customers. Making a statement directly at your niche will make it much more powerful.
5. Commercial Insurance Example
Commercial insurance agencies may want to consider mentioning ethics in their value statements. Afterall, every corporate employee’s ears perk up when they hear the word, immediately establishing trust. When I first began my career in accounting, I had to endure multiple ethics courses. I quickly learned that long-standing corporations placed a high value on ethical standards and business practices.
Takeaway: When serving corporate clients, speak their language. This could mean using terms like Ethics or EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization). All of these terms will resonate with corporate finance people researching insurance providers.
6. More Examples
Below are a few more insurance agency value statements worth looking at to get some ideas. For each statement, I have underlined the meat of the value statement. Use these examples to get ideas for crafting your own statement following these guidelines:
- Address your target customer specifically
- Make the statement short and sweet, one sentence is fine
- Pack the statement with value and no fluff
- Express exactly how your customers benefit from working with you
Improve Your Insurance Agency Value Statement
Congratulations on making it this far.
Through all 11 examples of insurance agency value statements.
Mostly good ones to give you ideas for crafting or improving your own value statement.
Alongside a few examples of what not to do.
So, what are you waiting for? Start working on your value statement now.
Or you could always join the Leadsurance Family and have us help you with that.
Questions about value propositions and mission statements? Drop a comment below and I’ll do my best to help.