It is important to be selective about which websites you link to on your insurance website. For instance, what value does this link have for your customers? Does this website also offer insurance products? Or do they have an agency locator?
Every link that you add to your website is one more chance to lose a site visitor. Is it worth loosing a site visitor to this link?
When linking to sites it is always good to type out a sentence or two explaining where the link goes. FAQs are an excellent resource for external links.
Example of a valuable FAQ with a link to an external site:
Question: How do I find out about state insurance laws?
Answer: Washington State has valuable resources located at: http://www.insurance.wa.gov/
Replace Washington State with a state that you write business in and you are set.
The following screenshot (located here) illustrates how you can have a page that is specific to an external site. In this example we are linking to the Trusted Choice website; but instead of just putting a link we created a page with the Trusted Choice® Pledge of Performance.
Why is Linking to external websites this way so Effective?
We are explaining to the user what the site is and why we are members of the site.
The page is content rich providing us a great SEO page.
We are able to link to the website, include a logo, and still keep the visitor on our website.