One of the biggest advantages independent agencies have over the “big guys” is the fact that you are local businesses, part of a community. Having that connection to the other businesses and individuals in your area is something you should be talking about on your website.

While being local is just an attribute of your agency, and a great one at that, you should use your status to be useful and helpful to your community. Do not simply approach localizing your website as a marketing tactic, but rather to truly be a resource to your community.

Here are a few ways you can work to make your agency’s website a destination for your local community:

Blogging

Your blog is one of the most important places to not only promote your community, but also connect with those in it. If your website is on a platform like WordPress, create a blog category dedicated to your local community posts. Not only should you discuss community events and charities your agency and employees are a part of, but you can also write about the local businesses and leaders. Here are some other community topics you can add to your editorial calendar:

• Reviews of local businesses and services
• Major local news stories
• Interviews with community leaders and major players
• Fun community activities and must-sees, for locals and visitors

You can see community blogging in action on Loiselle Insurance’s blog and Spivey Insurance’s blog.

Local Business & Charity Partners

We have already discussed the importance of a commercial partner program, but there are changes you can make to your website to support such a program. Create a page on your website where you feature these local business partners. Offer them the opportunity to post a coupon for your customers and prospects to use at their businesses.

You can do something similar for any local organizations and charities your agency and its employees are a part of. Just as you would with local business partners, highlight these charities and organizations on your website. Provide users with links to their websites and information on how they can get involved.

Community Resources

Help out those in your community find helpful resources they need quickly. Create a page on your website that links to services and businesses that your customers and prospects may find useful. You could provide links and phone numbers for local DMVs and registry offices, disaster restoration and cleaning companies in case of a claim, town hall information, and much more. This type of page can provide quick and easy access for users to get to related community resources in less time. Your agency will be helping to market local resources while also helping your website visitors find what they need in less time and a more convenient fashion.