Ten years ago, the Internet was used by less than half of the world’s population. Five years ago, the Internet was used mainly by business professionals. The fastest growing group of Internet users is the retirees. Seven out of ten Americans use a computer at minimum once per week. Because of this constant growth, agencies across America have started to embrace the potential marketing power that the Internet offers.
Agency must create a visually appealing and effective website in order to take advantage of the growing marketing opportunities on the Internet. Websites should be more than just a place to list your business on the internet. They must also be useful tools that benefit both current and potential customers. These are the essential elements of a website that will make you a success.
Agency Information
Include information about your agency, such as its origins, community reputations and testimonials.
Agency Offerings
What can your agency offer? What makes your products stand out from the rest? Your website should include all of your product offerings, including each business line and any additional services that could benefit your target customers.
Customer Service
Even when you’re not online, a website is still open for business. Your customers have the option to request quotes and policy changes at any time of day or night. Your customers can sign up for your newsletter by creating a mailing list.
Contact Information
Your customers should be able to reach you if your website is not able to fulfill their needs. All communication options should be included on your website, including toll-free and local phone numbers, fax numbers and driving directions.
Useful Experience
Create a valuable consumer resource that will keep customers coming back to your site. You can include helpful tools like a glossary of insurance terms, frequently asked questions, company links, document libraries, newsrooms, and document libraries.
After your website is live, you need to start marketing it as more than a “just a site”. Your customers should know that your website is available 24 hours a day. Not just the fact that your website exists, but the functionality. These are the best ways to market your website.
Print Materials
Print materials like business cards, letterhead and brochures should include your website address. A brief description promoting your website’s availability 24 hours a day is a good idea.
Example: To get policy service at any hour of the day or night, go to…
Voicemail
In your voicemail, clearly state your website. Inform prospects and customers calling you outside of business hours that your agency has information as well as customer services options available 24 hours a days via your website.
Yellow Pages Advertising
Include your agency website and phone numbers to maximize your yellow pages presence. Your yellow page ad will be more visible to potential customers if you include your website address.
Advertise for a good cause
Donate school supplies to local schools. Have them imprinted with the web address of your agency.
Advertise in Storefronts
Prospects might drive past your office every day, and they may notice the name of your agency as well as a number. Why not include your website? Prospects are more likely than ever to remember the website name rather than the phone number.
Search Engine Tricks
Make sure to include important links on your site. Search engines are attracted to websites that have links to other sites. Include links to companies and organizations that you work with, as well as links to news related to the insurance industry. You can also make reciprocal arrangements with other organizations to include your web address on their websites.
