Connected Conversations in Insurance | Episode 5 ft. Chris Langille
Hi, Nick Berry here. On a recent Connected Conversations in Insurance episode, I had the pleasure of sitting down with Chris Langille, the founder of Advisor Evolved.
We covered a lot—from the challenges insurance agencies face in today’s digital world to practical strategies they can use to stand out online and generate consistent growth. Chris brings a unique blend of tech-forward marketing know-how and industry experience that makes this conversation incredibly valuable for any insurance professional looking to level up.
Let’s dive into some of the highlights from our chat.
Finding Passion in Insurance
Chris’s story is a great reminder that some of the most impactful careers don’t start in a straight line. He didn’t grow up dreaming of working in insurance but once he found his way into the industry, something clicked.
“I eat, sleep, and breathe it. And it doesn’t feel like a job to me.”
Chris Langille, Founder at Advisor Evolved
That kind of passion is what drives not just personal success, but innovation within the industry. With a background in creative work and digital design, Chris eventually found a niche helping insurance agencies grow through better digital marketing. His story shows that when you bring curiosity, creativity, and commitment to the table, the insurance industry offers plenty of room to thrive.
The Evolving World of Google Search
One of the biggest topics we covered was how Google’s search engine is constantly evolving and how that impacts small businesses, especially local insurance agencies.“Google is trying to keep people on their platform,” Chris noted.
He’s referring to the shift toward AI-generated summaries and zero-click search results, where users get answers without even leaving the search page. This shift means traditional organic traffic to websites is declining, and agencies need to rethink how they appear in search.
That might sound discouraging, but Chris emphasizes that staying ahead of the curve—by adjusting your strategy and paying attention to what’s working—is the key to staying competitive.
Mastering Local SEO
For local agencies, Chris points out that your Google Business Profile might matter more than your actual website when it comes to being discovered.
Why? Because when people search for insurance near them, Google prioritizes local listings. That’s your opportunity to shine.
Chris recommends optimizing your profile with accurate information, frequent posts (yes, just like social media), and consistent NAP (name, address, phone) details across the web. Add to that a steady stream of reviews, and you’ll be in a strong position to show up in local searches.
The Power of Google Reviews
Reviews are more than just social proof—they’re a key signal Google uses to determine whether your business is active, relevant, and trustworthy. “Google wants to see, are you consistently getting reviews and are you replying to them?” Chris explained.
That ongoing engagement not only improves your visibility but also builds credibility with potential clients. Chris suggests making reviews part of your standard follow-up process with clients—don’t just ask once and forget it. Create systems that encourage happy clients to share their experiences regularly.
Strategic Paid Advertising
Paid advertising can feel daunting, especially for smaller agencies, but Chris breaks it down in a practical way. He encourages agencies to treat ads as just one part of a larger system.
“The most successful agencies are the ones that have a documented follow-up process and are good at sales.”
Chris Langille, Founder at Advisor Evolved
In other words, it’s not enough to just drive clicks—you need to have a CRM, a defined pipeline, and a clear sales process in place to convert those leads. When done right, paid ads can provide a fast track to visibility, particularly in saturated markets where organic growth can take time.
Harnessing the Power of Video Content
If you’re not leveraging video yet, now’s the time to start. “YouTube’s the second-largest search engine,” Chris reminded us.
Video content—whether it’s a quick FAQ, a local spotlight, or a personalized message—can make a huge impact on engagement. It helps build trust, answer questions at scale, and showcase the human side of your agency. And with platforms like YouTube, TikTok, and Instagram all emphasizing video, the opportunities for reach and connection are only growing.
The Dual Brand Strategy
One of the most interesting insights from Chris was the idea of building two brands: your business brand and your personal brand.
“The best marketers have two brands: a personal brand and one they’re passionate about.”
Chris Langille, Founder at Advisor Evolved
This approach helps build connection and trust. People do business with people—and when they feel like they know you, they’re more likely to trust the agency behind you. Whether you’re posting insights on LinkedIn, sharing behind-the-scenes content, or simply showing up consistently online, your personal brand is an extension of your business.
Improving Your Local Presence
Chris wrapped up with some simple, tactical advice: treat your Google Business Profile like a living, breathing marketing channel.
Post updates. Add photos. Share blog content. Reply to reviews. Treat it like a mini social platform, and you’ll increase your chances of showing up in the "map pack"—those top three business listings that appear in local searches.
He also encourages agencies to consider paid local search ads if you’re looking for a visibility boost. While organic strategies take time, paid ads offer immediate placement in front of high-intent searchers.
Connect with Chris Langille
If you want to learn more about digital marketing strategies for insurance agencies, Chris Langille is a fantastic resource. You can check out his work at Advisor Evolved or connect with him directly on LinkedIn.
As the insurance industry continues to evolve, staying informed and adaptable is key. Chris Langille’s insights offer a clear roadmap for agencies looking to grow in today’s digital-first world. Whether it’s refining your local SEO, leveraging video, or building a personal brand, small, strategic changes can lead to big results.