When it comes to insurance agency websites, agents are likely confused by the disparity in pricing. Some platform websites cost $2,000 or more per month! At the other end of the spectrum, there are companies offering to create websites for $500, as a onetime fee. So how can an agency decide? Let’s begin with the sites that are $500, which are clearly constrained by the amount of time and/or the talent they can leverage in creating the site. This is simple economics, as a 20 page insurance agency website costs $25 per page. When we consider that there is writing, editing, formatting, and image selection, we quickly see that very little time or talent can be spent on this type of site.
Platform providers typically include web analytics and eMarketing software, but the talent and resources to interpret and act upon the analytics, or to create the content and fulfillment for the eMarketing is normally an additional cost. Platforms offer plenty of functionality, but agencies will likely need to staff up internally to take advantage of the platform. Conversely, an agency could add Google Analytics, which does a very good job for most agencies, and could do so without cost. eMarketing software is very inexpensive, it’s the talent that results in the cost. The same is true for social media marketing solutions.
Agencies can opt for a value driven middle ground, selecting responsive web design websites that offer great functionality, at a lower cost than the platforms. Agencies can also outsource many aspects of their marketing, lowering internal staffing costs by leveraging an experienced insurance agency marketing firm. For more information about Territory Exclusive Insurance Agency Marketing Solutions call 518-222-6392 and ask about our Premier Marketing Group, which offers immediate response for all your insurance agency marketing needs.