Trends Report

Use Needs-Based Content To Improve Insurance Sales

Digital Feature Fix: Product-First Sales Strategies Are Shortsighted And A Competitive Disadvantage

December 20th, 2018
Benjamin Ensor, null
Benjamin Ensor
August du Pont, null
August du Pont
With contributors:
Alyson Clarke , Piers Conway , Sam Bartlett


Our reviews often reveal that insurance websites and mobile apps are missing important content, features, or functions that help customers complete their goals. While most insurance agents take a needs-based approach to sales when talking to prospects in person, many insurance companies fail to do the same on digital touchpoints. This brief explains why goal-oriented content is important in driving sales, illustrates good practices from leading firms, and helps digital teams understand how to implement goal-oriented content effectively.

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