Insurance Agents: 4 Ways Your Web Presence Could Be Sabotaging You
Insurance leads have overwhelmingly gone online to get answers to their questions, shop for policies, compare prices, and, in some cases, make buying decisions. Insurance agents, who have yet to make the jump to their own website, or, worse, have put zero effort into the web presence they have, are setting themselves up for failure. Just to give you an idea of what customers take from a lazy or non-existent web platform, here are the four ways that yours could be sabotaging you.
1. It could be pointing prospects toward your competition
Local search plays an enormous role in how “visible” you are to online insurance shoppers. If you have failed to make an effort at local search engine optimization (SEO), you’re always going to be at the back of the line when people log on and start looking. Local SEO is much easier to “win” at, and the truth of the matter is that if you’re not winning at it, someone else is, and that points your potential business toward them, not you.
2. It could be failing to answer the questions that prospects ask
Blog posts and social media sharing have a defined reason when it comes to your business. You want both platforms to provide value to your prospects. The only way to do that is to provide insight and information that can save them money and make sure they are protected from whatever unforeseen circumstances come their way. Insurance shoppers of today are savvier than they used to be. They know that an answer to most every question they have exists on the web, and they’ll do just about any search that it takes to find that answer for free. Are you the one giving it to them, or is a competitor?
3. It could be depicting you as clueless and non-professional
It’s 2015. If your website is still a static online business card — if you’ve yet to set up a Facebook account — if your listings in local directories are contradictory and outdated — if your blog posts are non-existent (or incoherent) — if you’ve done nothing online to demonstrate your expertise and how that expertise can help a prospect find value — then your prospect will think of you as clueless and non-professional, if they think of you at all.
4. It could be telling prospects you don’t want to work with them
Insurance customers of today expect you to be wherever they are. They appreciate the convenience that mobile apps, informative websites, and active, knowledgeable social media communities bring to the table. They like knowing they can get an answer to whatever question they have on their time, not yours. If you have a Facebook page that hasn’t been updated in two years — just as an example — it sends the message to prospects that you’re not willing to go the extra mile. Since so many of your competitors are, they’re likely to go with them instead of you. It won’t matter how knowledgeable of product you are at that point. You’ve lost.
It can feel like a hassle to develop a strong web presence. After all, to do it right you need to put in the work, and perhaps even hire it out to web developers/freelancers/etc., who know how to create a snappy web presence. But try to remember that closing a sale is only part of the process, and each part is equally important. Make a real effort to improve your web presence. Use it to generate leads, inform prospects, answer questions, and show the world what you can do. Increased emphasis on the front end of the sales process will make success on the back end that much easier.