How often do you find yourself telling prospects, “No, I don’t have a Web site, yet” or, “We’re looking into launching our Web site soon”?
Creating a Web site is easy, and there’s no reason that you shouldn’t already be online. Here are eight essential reasons why every agent today absolutely cannot succeed without one.
1. Insurance consumers expect it
According to a 2009 report by the Pew Internet & American Life Project, nearly 75 percent of all American adults are online — and they expect to find your business there.
Consumers are using the Web to research the products or services they’re shopping for, as well as the businesses selling those items. It’s now common a practice for many shoppers to review a company’s Web site and online reputation before they make their final buying decision.
Web sites also offer hassle-free convenience. Instead of calling you for your address or office hours, consumers can simply look up the information on your Web site.
2. Your competition is eating your lunch
It’s a competitive market. One way to stand above the crowd is to have an effective Web site. Your competition is hoping that you stay put and out of sight to online shoppers.
Think about it: When a prospect has the choice between your one-dimensional Yellow Page ad or a Web site that educates them and allows them to compare custom plan rates and features, which are they more likely to choose?
A Web site attracts online insurance shoppers who are increasingly tuning out offline media — a market that you could be leaving entirely to your competitors if you don’t have a site.
3. Improve your professional image
The Internet has the potential to level the playing field. It gives small business the chance to compete against larger companies in the online arena. But you need an effective Web site.
Whether you’re a one-agent shop or a small office of three, an effective Web site can make you look like a large, professional operation. You can also get a personal domain name, which will allow you to replace that free Gmail, Yahoo!, or Hotmail address with a personalized domain for added branding and credibility.
4. Expand your market
With modern technology and the Internet, you’re no longer limited by geography and how far you’re willing to drive for a prospect. In fact, many top producers now service clients who are hundreds or even thousands of miles away — without leaving their office.
Your Web site will let you reach a statewide or multi-state market right from your desk. It doesn’t matter where your prospects live anymore. You can communicate with them instantly via the Internet, with your Web site serving as a virtual office complete with brochures, proposals, and applications.
5. Spend less time educating prospects
A lot of an agent’s time is spent on the phone, going over rates and discussing the details of specific plans with each and every prospect. But most consumers actually prefer to learn on their own, and they can do that through your Web site.
When you have an informative Web site, your clients will need less phone time with you. They can go directly to your Web site to review your carrier rates, plan specifics, and basic health insurance information. So when your clients do call, they’ll be closer to a buying decision.
6. Run a 24-hour office
Web-savvy consumers now shop at all hours of the day — and night. When you have a functioning Web site, your agency will be available to health insurance shoppers whenever they’re ready.
Your Web site never has to shut down for lunch breaks, evenings, or weekends. Plus, if your Web site includes an automated quote engine, your prospects can view and compare personalized plans and rates side-by-side whenever they want.
7. Save paperwork and postage
It’s not cheap to send out those heavy packets of carrier information. Plus, they can take days to reach your prospect — enough time for them to lose interest or go with a competing agent.
A fully functioning agent Web site lets prospects browse carrier information immediately, when their interest is highest. And if they see a qualifying plan they like, they can complete and submit an application online right away.
8. You will sell more policies
Many health insurance shoppers are so used to buying online that they prefer not to deal with any agents unless absolutely necessary. They want to be free to complete their research, comparison shopping, and purchase without having to deal with a salesperson or agent.
And with a properly equipped health insurance Web site, they won’t have to. They can go from Web site visitor to submitted application without you ever knowing it — until you receive your commission check.
Build the right kind of Web site
If you want an easy, fast way for you and your customers to send and receive information, proposals, and applications, then you need a Web site.
But before you start building your site, you should think about what you need to put on it. Consumers are so used to truly helpful Web sites that they’re now more likely to reject poorly constructed, one-page sites that are nothing more than online brochures.
Health insurance shoppers want an effective Web site that has the features they need:
- Information. Online shoppers want to be educated about their options and the process.
- Trust-building content. Because your online prospect may have never spoken to you, they need enough information about you to build trust so they’ll be comfortable pulling the trigger on a purchase.
- Self-service shopping. Consumers want the freedom to comparison shop on their own. Having a multi-carrier quoting engine on your Web site gives them that power.
- Call to action. Every page on your Web site should have a clear and obvious call to action.
Setting up a Web site is easy and can turn your practice around. Just make sure that you have all of the information that your clients and prospects will be searching for, and you’re sure to see increased success when you take your business online.
Jeremiah Desmarais is vice president of marketing at Norvax. He can be reached at jdesmarais@norvax.com.