Going online is no longer simply an option for insurance agents - it's a necessity. It's now common practice for consumers to check out an agent's Web site before calling or deciding on a plan.
As the Internet marketplace becomes more competitive, however, it's not enough to just slap a page up on the Internet and call it a day. Your Web site is your online office. It's one of your most important tools for turning shoppers into prospects.
If your Web site isn't generating the lead volume you expect, check to make sure you're not committing the five biggest blunders many agents make on their sites - and if you are, fix them right away.
#1: Hiding your face
The Internet can be too impersonal for many insurance shoppers. Even though consumers are now more comfortable with online transactions, most still want to know that there's a real live person somewhere in the process -- especially when it comes to major financial decisions.
The quickest way for you to start building a personal connection with shoppers who come to your Web site is by making sure you post photos. Your smiling face reassures visitors that yes, there is a human being behind all the graphics, calculators, and quote engines.
Your photo helps you stand out from the pack and allows you to build trust with your prospects.
But before you start uploading, keep in mind the image you're trying to build.
- It's not an album. Don't overdo the photos. Unless you list everyone on your staff, you should limit your photos to an average of one per page.
- You're a professional. I strongly caution against using a humorous photo - and definitely avoid anything goofy. Insurance involves people's money, and consumers prefer to trust their funds to agents they believe will take their concerns and money seriously.
- Write more captions. Get into the habit of adding captions to photos. Studies have shown that viewers will first read captions before moving to the main text on the page. Use captions to reinforce trust by including a message such as, "When you call ABC Insurance, you'll speak directly with Bob or Linda. We'd love to discuss the affordable insurance options available to you."
- Try group photos. If it's a family business or you have a small staff, consider using a group photo to show prospects the team that will be working for them.
One last thing about photos -- smile! Dour-looking faces are big turnoffs, so make sure that all the personal photos on your Web site show smiling faces.
#2: Forgetting to talk about yourself
Too many insurance Web sites skimp on their "about us" page or simply fill it with a lot of meaningless fluff, like "We're the best" or "You won't find anyone better."
Don't ignore or overlook the importance of your "about us" page. The first step many online consumers take if they like a product, service, or agent is to review the "about us" page. They want to know you're legitimate. Consumers also want to know that they're making the right choice. To ensure that you're not giving interested visitors an excuse to leave you, follow this checklist of necessary "about us" elements:
- Review of your agency's history
- Brief biographies about key agents and staff
- Your company's physical address
- Your contact information, including a phone number
- Your mission or philosophy, especially regarding client service
- Accomplishments and awards
If you want your site to convey the image of a much larger agency and you think too much information will tip your hand, keep in mind that the biggest companies and agencies all take pains to have detailed "about us" pages. You don't have to reveal the true size of your operation, but you must provide visitors a peek at your business credentials.
#3: Neglecting testimonials
Do you know why almost all newspapers and TV news programs have movie critics? Or why B-movie distributors use fake critics to hype up their films?
They all understand the power of testimonials on shoppers. Marketers have long known that it's human nature for consumers to be influenced by what other people think. And if you're not using testimonials, you're ignoring one of the most powerful marketing tools available to agents.
If you haven't done so already, start compiling a testimonial folder by first making a list of your satisfied clients. You'll then need to personally ask each of them to write a brief testimonial, beginning with the most recent customers. To be safe, I also suggest that you add each submitted testimonial to a written authorization and ask your client to sign it.
While some Web sites do compile their testimonials into one page, I recommend that you distribute them throughout your Web site to make sure that they reach all visitors. Start by picking your strongest testimonial and adding it to your home page. Then, sprinkle testimonials throughout the remaining pages.
All of those testimonials will work with your photos to build a higher level of personal trust with your Web site visitors and convert more of them into genuine clients.
#4: Leaving off your carriers
The carriers you work with have given you their stamp of approval. Before you can submit your applications to your carriers, you first had to be accepted by them. In a very real way, their approval of you is a testimonial.
The problem is, if you check out most agent Web sites, they don't bother listing, let alone highlighting, their carriers.
Use this to your advantage by making sure that your carriers' logos are displayed on at least your home page, and that you list as many of them as possible. Seeing a variety of options assures prospects that you'll be able to effectively shop around to find them the best rate and won't force them into a one-size-fits-all carrier.
#5: Not asking for the sale
The fundamental sales adage of "ABC: Always Be Closing" is as necessary on the Internet as it is in the real world. Yes, consumers come to your site looking for information and shopping for the right plan or agent. And you do need to give them what they're seeking.
But you also can't forget to ask for that sale. You don't want to lose prospects just when they're ready to buy. To this end, you need to have a strong call to action on each page on your Web site.
Top producers have found that the most effective Web-based call to action is a multi-carrier quote engine. Here, they can compare plans and perhaps even submit an online application. More importantly, as soon as they start using the quote engine, their lead data can be collected and added to your lead management system, putting them in your sales pipeline.
By making sure that your agent Web site includes professional photos, a strong "about us" page, solid testimonials, carrier logos, and an effective call to action such as a multi-carrier quote engine, you'll quickly turn your Web site from an online brochure into a 24/7 lead-generating machine.
Jeremiah Desmarais is vice president of marketing at Norvax. He can be reached at jdesmarais@norvax.com.
