To serve your clients more effectively, grow your business, and match your competitors, you need the most effective website. Whether you’re planning a new site, reviewing an existing one, or developing an Internet-based marketing strategy, I’d recommend these guidelines:
Be prepared to make a continuing investment. Although it’s relatively easy to get a site up and running, keeping it fresh can be demanding, frustrating, and time-consuming. Your website must be far more than just a non-paper version of a brochure or newsletter. If you have trouble getting a quarterly newsletter out on schedule, you’ll have even more difficulty updating your site regularly.
Keep your site on the leading edge. Once only Fortune 500 companies issued full-color brochures, but today businesses of all sizes use them. Competition keeps pushing the envelope. Web visitors expect an interactive environment.
Develop a plan to gain, and keep, high visibility. This linchpin of successful marketing applies to websites, too. Make sure that your marketing budget includes a carefully crafted program for attracting and retaining visitors. Being listed with the major search engines is essential, but not enough. You need to promote your site continuously through e-mail, direct mail (brochures and letterhead), advertising, etc., etc.
- Make information your primary Internet product. Your Personal and Commercial Lines clients and prospects know the difference between fluff and solid data — and they’ll visit your website with high expectations. Many consumers go online to research products and services so that they can make informed decisions. This means that you’ll need to market your site as a time-saving resource that provides comprehensive, helpful information.
- Remember that ease of access is essential. KMPG management consulting partner Paul Baker notes that business has entered a “direct age,” which puts the customer in charge of the buying process, deciding when and where they do business, rather than depending on others. This is why more and more agencies are providing customer service through their websites and offers another reason for your site to provide solid information and interactive capabilities.
- Don’t succumb to “Web mania.” Although your site should play a key role in communicating your message (“brand”) to attract clients and prospects, remember that it provides only one element of a diversified and compelling marketing and sales strategy.
MAKE THE CONNECTION
The operative word with the Internet is “connection.” Supplying consumers with the information they need to make informed decisions should be the primary objective of your agency. The value of your website lies in attracting clients and prospects who will want to do business with you when, where, and how they decide to do so.