The 7 Things Every Insurance Agent's Online Profile Must Show

A profile page is a trust machine, and each element either adds credibility or wastes space. After looking at what consumers say convinces them an agent is legitimate, seven elements come up again and again.

The seven elements

One: a real photo. Not a logo, not a stock image; a clear headshot of the person prospects will meet. Two: your NPN, displayed plainly, with a pointer to nipr.com where anyone can verify it. Transparency is the message. Three: licensed states, so an out-of-state relative researching for mom can confirm you can actually write her policy.

Four: specialties in consumer language. 'Final expense and Medicare planning for seniors' beats a list of carrier product codes. Five: testimonials with first names and towns; anonymous praise reads as fabricated. Six: a working contact form, because half your visitors are browsing at night and will not call. Seven: a professional link they can save and share, which is how one satisfied client becomes three.

What to leave off

Rate promises, carrier logos you are not appointed with, and anything that smells like a guarantee. State regulators read agent websites too, and clean beats clever every time.