You compete with national brands that outspend you infinitely on advertising. What you have that they don't is being a person in the same town who answers the phone — and your site should make that unmistakable.
The site is a carrier-supplied template that looks like every other agent's, with a quote form that goes nowhere useful. Nothing on it explains why you rather than an app.
Enough captured up front that your first call is a real conversation, not twenty questions.
What each type actually covers, in language a normal person understands. This is what people search for.
Your face, your history in the area, your reviews. The thing a national brand cannot replicate.
Certificate requests, policy questions, and claims info handled online instead of by phone.
Not everything on this list will fit you. The plan decides which ones do.
Insurance is bought on trust and searched locally. Review volume and recency move you in map results more than almost anything else you control.
Automated outreach before renewal. Retention is worth far more than acquisition in this business, and most agents do this manually or not at all.
Articles answering "does my policy cover X" — the exact thing people search at the moment they need an agent.
Certificates and documents self-served. Certificate requests are high-volume, low-value work that software should absorb.
Free, and yours to keep. Reviewed personally, back to you in 24–48 hours.