| Apply Offline Principles Online
Undoubtedly, your Web site is one of the most visible tools your agency employs to communicate your message to your current and potential customers. The challenge lies in humanizing your message in the online environment. How? Obviously, you will not have the advantages of body language, eye contact, and other non-verbal cues.
The trick is integrating these human traits into the content and structure of your Web site. Among them:
Convenience, and Substance
In other words, how long does it take an average user to find what they need on your Web site? A thoughtful, logical, and intuitive approach to your site’s architecture will send an implicit message of competence and authority.
In addition, be sure to provide useful information about your coverages, quotes, and/or purchase options in language that is free of insurance industry-specific terms and jargon.
Value
No one has the knowledge to match your clients’ particular needs with just the right products that you do. Your clients rely on this expertise, today and into the future. After all, your role as an insurance professional is the X-factor, the intangible that keeps clients coming back. Maintain your advisory position by providing information and service descriptions that reinforce this role.
Quality Service
Online transactions are characterized by their near-immediate speed; but there’s much more to it than that. Your Web site can empower your clients to investigate solutions independently. This gives them a sense of control, of “ownership” in the research. Encourage client interaction online by allowing them access to resources and tools that reinforce deeper involvement.
The key to all of this? Infuse your Web site with assets that reflect your “offline” message. Be creative. Identify key services that differentiate you, and your Web site will be limited only by your imagination!
By combining your Web site and e-mail services, Tekcetera can provide an easily-managed, all-in-one Internet security solution. One more reason for you to consider signing up for our SiteWizard for Insurance Agents package.
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