When considering creating a website for an agency, the first step should be taking the time to think through the expectations of the site. Is the site merely a place to tell consumers about products and services? Or is it to illustrate why their services are superior to others vying for position in the same marketplace?
An insurance agency may create a website simply because everyone else has one.Or, an agency decides it needs the equivalent of an online entity, a place in cyberspace to advertise and showcase the firm"s history and capabilities. While the latter may be far more often the case, most people would probably agree that the main purpose of an insurance agency website is to be a salesand marketing tool to generate leads and to be used alongside the other tools available, such as email, telemarketing, webinars and direct mail.
Avoid copying bad examples made by existing sites
It would be a mistake to focus a website only on the firm"s capabilities, or to get distracted by implementing a slew of website features that don"t add up to a coherent marketing or sales strategy. Go beyond the typical capabilities statement and provide lots of helpful information on the site, like newsletters, webinar offerings and maybe a free policy review.
Creating a clear set of goals, rather than rudimentary functions, like straight quote engines (when the agency philosophy is to cultivate long-term relationships) can also be contradictory to the actual mission of the agency. This should be evaluated carefully and discussed as to how to best balance the need to generate leads and offer quotes with educating the consumer and being presented as a thought leader.
When deciding on the goals the website is being designed to achieve, keep the user uppermost in mind.
What a well structured insurance website should provide
Some of the main reasons a website could be an essential marketing/sales tool for an insurance agency:
Provides existing customers with helpful information, including account details, claims reporting, coverage summaries and access to online bill payment or benefits management service
Builds a brand and increases name recognition
Finds prospects
Targets specialty market niches
Sells products
Builds relationships with prospects and customers
Once the decision has been made to have a website for one or more of these reasons, express those reasons as goals and build a website with features that serve those goals.
Build relationships with prospects and customers by: offering a client newsletter, blogging; having an active social media presence with FaceBook and Twitter; and post Testimonial and case studies.
These and other methods help bring people back to a website on a regular basis.
To find new prospects, optimize search results and offer quotes from the website (if this indeed within the agency culture). Offering quotes can be effective especially where collecting minimum information sets the stage for a call-back and to begin the process of setting up a long-term relationship.
Whatever the reason is for having a website , be sure it is clearly articulated, so that focus remains on satisfying the kinds of user needs required to achieve the company"s sales and marketing goals.
An insurance agency may create a website simply because everyone else has one.Or, an agency decides it needs the equivalent of an online entity, a place in cyberspace to advertise and showcase the firm"s history and capabilities. While the latter may be far more often the case, most people would probably agree that the main purpose of an insurance agency website is to be a salesand marketing tool to generate leads and to be used alongside the other tools available, such as email, telemarketing, webinars and direct mail.
Avoid copying bad examples made by existing sites
It would be a mistake to focus a website only on the firm"s capabilities, or to get distracted by implementing a slew of website features that don"t add up to a coherent marketing or sales strategy. Go beyond the typical capabilities statement and provide lots of helpful information on the site, like newsletters, webinar offerings and maybe a free policy review.
Creating a clear set of goals, rather than rudimentary functions, like straight quote engines (when the agency philosophy is to cultivate long-term relationships) can also be contradictory to the actual mission of the agency. This should be evaluated carefully and discussed as to how to best balance the need to generate leads and offer quotes with educating the consumer and being presented as a thought leader.
When deciding on the goals the website is being designed to achieve, keep the user uppermost in mind.
What a well structured insurance website should provide
Some of the main reasons a website could be an essential marketing/sales tool for an insurance agency:
Provides existing customers with helpful information, including account details, claims reporting, coverage summaries and access to online bill payment or benefits management service
Builds a brand and increases name recognition
Finds prospects
Targets specialty market niches
Sells products
Builds relationships with prospects and customers
Once the decision has been made to have a website for one or more of these reasons, express those reasons as goals and build a website with features that serve those goals.
Build relationships with prospects and customers by: offering a client newsletter, blogging; having an active social media presence with FaceBook and Twitter; and post Testimonial and case studies.
These and other methods help bring people back to a website on a regular basis.
To find new prospects, optimize search results and offer quotes from the website (if this indeed within the agency culture). Offering quotes can be effective especially where collecting minimum information sets the stage for a call-back and to begin the process of setting up a long-term relationship.
Whatever the reason is for having a website , be sure it is clearly articulated, so that focus remains on satisfying the kinds of user needs required to achieve the company"s sales and marketing goals.
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