Presentation slides from the April 19 Masters of Marketing webinar from Insurance Technologies Corporation on Advanced Websites for Insurance Agents. www.GetITC.com

1. Masters of Marketing
Advanced Websites for Insurance Agencies

2. What is a Website?
According to Google, 97% of consumers search online for local products
and services. Since many consumers are searching for information online
before even approaching a traditional brick and mortar business a
website is your first chance to make a good impression on them.

3. Benefits of a Website
• Enhances Credibility
• Website is available 24/7
• Today's Phone Book Ad
• Improves Customer Service
• Convenient
• Promotes Your Services
• Opens Two-Way Communication
• Market Expansion

4. Planning a Website
Design and feel of the website is important, but you should first establish
the purpose and goals of your website. This effects the way your website
should be laid out. For instance, is your website service focus or sales
focus or both? Depending on your business’s marketing needs and
goals, your site could be laid out to promote your agency’s quality service
or if your aim is to get leads the layout can incorporate highly visible
quote options.

5. Overall Website Design & Layout
After identifying the purpose and goals of your website, you can consider
the following:
• What type of feel or message do you want to convey about your
agency? Your color scheme and site graphics should be a reflection of
your agency.
• What main lines of businesses do you want to promote on your
website? The type of layout that would suit your agency depends on
how many lines you want to be easily visible.
• Furthermore, based on the goals of your website, the layout can be
further modeled towards that.

6. Easy to Navigate
One key point you should always keep in mind is that your site needs to be easy
to navigate. Visitors should be able to quickly find what they need:
 Is your contact information readily apparent or is it easy to contact you
online?
 If a visitor stumbles across your website, can they quickly determine what
services you offer?
 Is the main navigation easy to see and understand?

7. Engage Visitors
For your website to stand out and for visitors to remember your site, you will
want to engage your visitors:
 Offer useful and unique information through your site content and blog posts
 Promote your social networking on your website and engage customers through
them such as doing a referral program or contest
 Make your site a resource with tools such as calculators or free reports
 Especially if your site is service focus, you can list your carriers’ claims and
payment options
 Videos or flash animation provide a more exciting experience that helps your
site stand out
 Offer the option to sign up for newsletters

8. Keep Website Fresh
Keep your site relevant since a poor, outdated site is almost as bad as
not having one at all:
• Periodically update/add new content to your website
– Update your home page since it is the first page most new visitors see and helps with
search engine optimization
– Adding posts to your blog shows how personable and knowledgeable you are.
Furthermore, several visitors can find your agency through these blog posts
• Not only do you want to add new content to your website, you will
also want to do so on your social media profiles

9. Utilizing Website Statistics
You can obtain useful information about your visitors just from your
website statistics and webmaster tools:
• What pages of your website are visitors viewing the most?
• How are your customers finding you?
• What is your website’s bounce rate?
• Where are most of your visitors located?
• Which keywords are visitors using the most to find you?
•

10. Website is Part of a
Whole Marketing Strategy
Promote your website in your other marketing:
• Do you list your website on your business card or other print marketing
material?
• Do you have your website on your phone’s voice message system?
• Do you have your website listed in your email signature?
• Do you create landing pages or website content directly related to any
current Ads you’re running?
• Do you link back to your website or include references to your website
content when sending out newsletters?
•

11. In Conclusion
Stephanie Te ste@getitc.com www.GetITC.com