As an insurance agent you know the value of relationships. But your website might be the closest your customers ever get to you. Does your website further your relationships? Does it reflect your professionalism and knowledge? Or, does it encourage your prospect to think of your site only as a place to “get a quote”?
Done properly, your agent website should communicate two straightforward ideas to your prospects:
Why are you the right insurance agent to meet their unique needs? Do you have the experience, knowledge, professionalism, and ethics to meet their needs? Do you understand them?
Do you work with the right carriers to meet their unique needs? Do the carriers you work with offer the right product, with the right rating, at the right price? Can you zero in to the product that is right for your prospect?
If a prospect comes to your website and answers ‘YES’ to these two questions, you have an extremely good chance of closing the sale.
So why are insurance agent websites so complicated? Because, while there are only two things they have to get right, there are lots of ways they can mess them up. We’ve gathered the ten most common mistakes we see insurance agents make with their websites:
1. Confusing a “Quote Engine” with a “Website”
Putting a logo on a quote engine will not help your prospects trust you. In fact, it often does the opposite. By pushing your prospect to “get a quote” too fast, you’re showing them that you are just interested in the sale, not meeting their needs.
2. Burying YOUR information and YOUR contact information
Make yourself present on your site. Put your picture on the home page, add your bio, and most importantly, make sure your contact information is easily found on every page of your site.
3. Failing to keep your site up-to-date
Just as old carpet and peeling wallpaper in your office gives the wrong message to your prospects; stale content tells your visitors that you aren’t minding the store. Update your site often, keep the images seasonal and timely, and let your visitors know that you’re an active participant in their online experience.
4. Skipping the basics
Even if they don’t ask, your prospects don’t know as much about insurance as you might think. Take the time to educate them, explain their options, and help them make the right decision.
5. Ignoring your prospect’s perspective
The images you put on your site tell your client a lot about how well you understand them. Make sure your site reflects them – pick photos of people similar to your prospects doing activities that your prospects are likely to enjoy.
6. Forgetting to spread the word
Don’t just turn your site on – launch it. Send an email to all of your clients, contacts, and business partners letting them know about your site. It’s a great way to remind them of you, and they’ll save the email for the next time they need you. Put your website on your business card, letter head, mailings, and email signature.
7. Isolating your site from the rest of the web
The web is meant to be connected, so don’t isolate your site. Create a page where you feature links to partners you work with, local resources, or even other helpful sites you’ve found. Send an email to all of those sites telling them what you’ve done and ask them to link back to you in return.
While blogs are easy to set up, they are very difficult to maintain. Unless you’re a pent-up writer bursting at the seams with things to say, you’d be wise to skip the blog. At best, it’s going to take time away from selling, and at worst it’s going to make your site look neglected.
9. Cliché images
We’ve all seen the pictures of the men in suits shaking hands, the corporate head quarters, and the infamous globe on home pages. These cliché images don’t communicate anything to your visitor. Select images that show personality and reflect the people that you sell to.
10. Not having a website at all
A website is no longer an option. Your prospects are online. If you aren’t, they are going to go somewhere else. It’s as simple as that.
By John Vaughan