Your insurance agency website is your window to the world. It is your store front window, located on Main Street, in a global village in which everyone now lives. When prospects or clients stroll past your window, in this case your agency website, will they like what they see? Will they immediately understand your unique value proposition, will you look like a viable, professional agency, or will you convey a tired, dated, out of touch organization, replete with peeling paint and an antiquated facade? Will you have an up to date window display, current internet fixtures like videos and a blog, and will your graphics and photos help articulate the professional image your agency seeks? Has your website invested in new infrastructure like insurance agency SEO, link development or electronic publishing?
If these answers are not clear, then your insurance agency website is most likely in need of an overhaul. It doesn’t matter if you try to grow by referrals, if you have colorful glossy brochures, or if you sponsor your local golf tournament. Today, every prospect, client and employee, to some extent or another, judges your agency by your website. In my experience, there are two critical elements to an effective agency website, none of which are fancy, expensive or flashy. These elements are:
- Appear Current & Professional – A website should be clean, easy to navigate and professional. The format and graphics should be current. Your copyright should be 2010 or 2011 in very short order. Employee listings should be updated and accurate. The site should rapidly convey that your agency is a reputable organization. When your agents call prospects, the prospects will often visit your website during the call. The website is a tool which should help make your insurance agents’ jobs easier, bolstering their claims of proficiency and professionalism.
- Rapidly Articulate Your Value Proposition – What make your agency unique? How do you provide your clients with value? The answers to these questions should be easily found on your insurance agency website homepage. This could be as simple as showing a picture of a boat with a caption regarding your expertise – making it obvious you provide coverage for boats and yachts. If a visitor to your site cannot see what you offer on your homepage, they will draw their own conclusions.
Today, your website is one of the most important insurance agency marketing and sales tools available to both agency principals and producers alike. Remember the old adage; you only get one chance to make a first impression. Your insurance agency website needs to make it a good one.
John Scranton is a licensed agent specializing in insurance agency leads, insurance agency seo and insurance agency marketing. John works from his virtual home based office in Saratoga Springs, NY. For more information please visit: http://startupselling.com
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Posted in: Insurance Agency Lead Generation
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