What does your Web site tell customers about you? To make it effective, your Web site must speak to people's needs in as few words as possible, answering questions and showing how their needs will be fulfilled. It's imperative to speak to people's pain in positive terms that provide solutions that in turn sell policies via your Web site. Your site must be concise, uncluttered, and consumer-friendly. It should be your most potent selling tool, written from the customer's, rather than from your, point of view.
Like it or not, insurance is one of those things that the average consumer hates to think about -- whether it's life, health, disability, long term care, or whatever. It conjures images of disaster that the average person doesn't want to think about during good times. A lot of consumers don't understand its ins and outs until it's too late. What's more, it's an outrageously expensive ongoing necessity that creates a sizeable hole in a monthly budget. Yes, it's something your customer needs to spend money on during the entire course of their adult life, yet they're grateful that they have it in times of emergency.
Insurance Web site dos and don'ts
Nearly every word on your page should lead search engines to your home page or secondary pages. Your Web site can be the greatest, most powerful selling tool on the Web, but if it's not easily accessible to clients, it's worthless.
Many companies use Flash technology (pictures that move), which is extremely distracting, and few potential prospects will take time to see the whole thing through -- which could spell a wasted selling opportunity. Flash can be important for travel or entertainment-related businesses, but not for insurance sales. Plus, Flash requires a specific browser plug-in in order for prospects to properly see the image. If viewers need to take the time to download it just to see your page, it's likely they will instead leave your site for another, effectively killing your sale.
Why, then, do so many insurance firm Web sites lack the kind of information a potential client is looking for? Because they're written from the seller's point of view, rather than from the potential buyer's needs.
True, insurance is usually sold by agents or brokers rather than directly to consumers via the Internet, but both agent and corporate Web sites must first sell the product or service before any further steps can be taken. The agent usually offers a menu of different company policies, so agent, broker, and insurance Web sites must help a consumer determine which company's policy is best for their purposes. What's more, many customers are naive to and deluded by the false advertising claims of insurance scams. That's all the more reason to provide reliable information via your Web site.
An effective Web site has to answer questions and provide comprehensive information, so yours must be informative, appealing, honest -- and written succinctly. Most of all, it should convince a potential client that you provide faster and better settlements than your competitors; that you pride yourself in providing personal care; and you're always available to answer client questions and meet client needs.
Tips for an effective Web site that will be a powerful selling tool
Marketing 101: To communicate effectively, you must write from the point of view of the person you're trying to convince, rather than from your own point of view. Every business must be designed to fill a need or desire, so you must tell the customer how you will satisfy those needs and desires.
Many years ago, my first boss in marketing advised me to be constantly aware that a potential client can never do anything about products or services that they know nothing about. That's a lot of double negatives, but a greater marketing truth has never been told. Translation: Your Web site is one of the most important places for you to effectively market your services to potential clients in a believable way, so make sure it emphasizes all your positives.
Each page must be functional. It should contain search-engine-friendly words that lead a potential customer to it. Yours can be the most eloquently written site on the Web, but if your customers can't find it or aren't led to it, it won't work.
A customer will give up on a cluttered site. It's too much trouble to read. Everyone's in a hurry today, so the construction of your Web site must take that into consideration.
As for graphics, Web sites often lack creativity. It's okay to use stock art if it's interesting, effective and relevant. Your Web site text is the major factor, especially when a client is looking for answers, but graphics are the first thing that attracts a customer's attention. Though not the primary focus, layout and design are important as that's what first greets your client's eye.
Regardless of its objective, your Web site must be written so it sells, informs and builds confidence. Most important: It must be written with your client's needs in mind.
Margot Teleki is president of CopyWrite LLC, a freelance Web site programming, writing, graphic design, and maintenance company. For more information, email m.teleki@copywritellc.com or call 973-377-8871.
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