Insurance agents know how important it is to build relationships. Your website could be the closest thing your customers get to you. Is your website helping to build relationships? Is it a reflection of your professionalism? Is it encouraging your prospect to view your site as a place to get a quote?
Properly designed, your agent website should convey two simple ideas to your prospects.
- Are you the right agent for them? Do they have the right experience, knowledge and ethics? Are you able to understand their needs?
- Are you able to work with the right carriers? Does your carrier offer the right product at the right price, with the right rating? Are you able to pinpoint the right product for your prospect?
That’s it!
You have a very high chance of closing the sale if a prospect visits your website and answers these two questions.
Why is it so difficult to create insurance agent websites? They can make them worse than they are. Here are the top ten mistakes insurance agents make when designing their websites.
1. Confusion of a “Quote Engine”, with a Website
A logo on a quote engine won’t help you build trust with your prospects. It often works the opposite. Pushing your prospect to “get an estimate” too quickly is a sign that you don’t care about their needs but are only interested in making a sale.
2. Burying your information and YOUR contact details
Be present on your website. Your picture should be on the homepage. Add your bio and, most importantly, ensure that your contact information can be found on every page.
3. You fail to keep your website up-to-date
As old wallpaper and carpet in your office sends the wrong message to prospects, stale content also tells them that you don’t care about the store. Keep your website updated, make sure the images are current and relevant, and let your visitors know you are actively involved in their online experience.
4. Do not skip the basics
Even if they aren’t asking, prospects may not know as much as you think about insurance. Make sure to take the time to inform them and explain all options so they can make an informed decision.
5. Don’t ignore your prospect’s perspective
Your client will be able to tell a lot from the images on your website. Your site should reflect them. Choose photos of prospects who are doing the same activities as yours.
6. It is easy to forget to spread the word
Launch your website. Let your contacts, clients, and business partners know about your site by sending an email. This is a great way for you to remind them about you and they will save the email for when they need you again. Your website should be on your business card and letterhead, as well as your email signature.
7. Your site should be isolated from the rest of your web.
Your site should be interconnected. You can create a page that features links to local resources, partners, and other useful sites you have found. You can send an email to these sites to tell them about your work and request that they link back to you.
8. Blogging
Although blogs are simple to set up, maintaining them can be difficult. You should not have a blog unless you are a prolific writer with a lot to say. It will take away time from selling and, at worst, it will make your website look neglected.
9. Cliche images
We have all seen pictures of men in suits shaking hands and corporate headquarters. These cliché images won’t convey anything to your visitors. Choose images that reflect your customers and show personality.
10. Not having a website at any time
Websites are no longer an option. Your prospects are online. If they don’t find you online, they will go elsewhere. It’s that simple.
