In the impersonal marketing environment of the Internet, injecting your agency's personality into your Web site enhances your credibility and competitive edge. A site devoid of agency personality remains an under-developed and ineffective marketing and communication tool. In this document, Steve Brightbill describes the attributes of a Web site that competes for, and gets, attention.
Consumers who visit agency Web sites have certain preconceived ideas about what they'll find. The greatest expectation is obvious: Information about insurance. Next, visitors expect specific information about the agency itself. Yet, after studying nearly 3,500 agency Web sites during the past three years, I can report that most agencies fall short in the latter; that is, most Web sites lack sufficient distinguishing power because they include only minimal information about the agency.
Remember: Consumers buy things from individuals and businesses that they know and feel comfortable with. The more information you can provide that helps build your identity and personality, the more potential customers will feel like they know who you are. To create a unique and distinctive site for your agency, I’d recommend following these guidelines.
COMPETE FOR ATTENTION
Agents have sometimes been criticized for building simple brochure sites that provide only limited information and value to visitors. There's nothing inherently wrong with a brochure site so long as it's very well done. A distinctive Web site projects a professional and inviting appearance, is well designed, offers logical organization and easy navigation, includes plenty of useful and meaningful information, motivates visitors, and generates response. That's a tall order for any site, but it's essential if you want a worthwhile Web presence.
Your Web site must compete for attention. Nowhere does this hold more true than in larger metropolitan areas where many agents use similar-looking template Web sites from PIA, SAFECO, and other site-building services. It's pretty hard to distinguish yourself when your site looks and feels and reads pretty much the same as those of your competitors.
One method for distinguishing your Web site from others is to include information that's unique to your agency. As obvious as this might seem, many agency Web sites display a surprising lack of agency-specific content that distinguishes them from their competitors and provides a showcase for its unique personality and features.
USE AGENCY-SPECIFIC CONTENT
If someone asked you to describe your agency, how might you respond? Where would you begin? What would they really want to know? What about your agency might make an interesting story or add life to an otherwise ordinary business? What could you say that might make a memorable impression? What would you say that might entice them to do business with you? If you can answer these questions, you're well on your way to developing agency-specific content.
Agency-specific content is often found in an About Us or Who We Are section of your site. Other agency-specific content can be found in links shown by words such as contact us, e-mail, locations, and others. Agency-specific content also includes graphics, such as your logo, a photo of your building(s) and location(s), plus photos and/or biographical information about your staff.
Keep in mind that the goal of agency-specific content is to personalize and humanize your agency. Your agency is more than a nondescript storefront or a series of cubicles in an office park; it's a business operated by people and has a personality, an image, a brand, a context, and a place within the community. Your Web site projects a visual and textual impression about your agency even if no one ever comes to your physical location. Here, then, is a short list of what to include.
TELL YOUR AGENCY STORY
Every business has a story to tell. People like stories. Stories engage the reader and draw them in. Sometimes an agency's story takes the form of a historical narrative, describing how the agency got started, its colorful founder, or a series of important events or milestones. One south Florida agency distinguished itself following the tragedy of Hurricane Andrew several years ago. Because many of the agency's employees also suffered devastation, the human interest element of the story was hard to ignore.
Your agency's story is unique. Whatever took place in the past is what brought you to where you are today. This type of unique personalization could provide some helpful insight or a warm fuzzy feeling for someone making a decision about which agency to contact.
GIVE YOUR LOCATION
Unless you work completely in a virtual environment, your agency has a physical location. Although much business can be handled over the phone, through the mail, and electronically, customers and prospects still come to your office; so they need a street address, office number, and directions, including where to park. Maps and a photo of your location and related signage are also helpful, especially if you operate from multiple locations.
PROVIDE CONTACT AND AGENCY STAFF INFORMATION
Customers deal with people, not buildings, walls, and desks. Including information about agency staff members is a key element in personalizing your agency Web site. Names, photos, title or function, direct e-mail links, telephone number and extension, brief biography statements, and professional designations create a humanizing factor, enhance credibility, and help build relationships.
STRESS COMMUNITY INVOLVEMENT
Your Web site is a self-promotion tool. Don't be shy about tooting your own horn — no one else will do it for you. Use the site to showcase your community involvement and link to other community resources. Highlight accomplishments, relevant news items, memberships and affiliations, community service, sponsorships, special events, new programs and services, or significant issues. Where appropriate, add support with collateral PR efforts such as e-mail, snail mail, and press releases. All these details add life and personality to your agency's image, to say nothing of enhancing recognition and credibility.
MINE CONTENT SOURCES
By its nature, most agency-specific content is self-generated; meaning you'll have to do it yourself or get somebody else to do it for you. If you have paper brochures and other promotional material, start with them. Also, consider hiring copywriters and graphic specialists who can provide meaningful objectivity, perspective, creativity, and sparkle to enhance your efforts. It's your Web site and your business. Make the most of showcasing what makes your agency unique, significant, and special. Distinguish yourself and give your Web site visitors a good reason to come to your agency instead of going to somebody else.