Notes

Why Insurance Websites Suck and What THAT YOU CAN DO About It
Whether you're not used to the insurance business or you've been writing policies for years, there is a good chance one of your marketing tools includes a site. And there's a straight better chance you're frustrated with the performance of one's site.

Does your site get you the quantity of prospects you hoped it would?

Does your website provide useful, timely information to your prospects so they can get to know you and begin to trust you enough to ask you for more info?

Why Your Web Site Is Failing

If your website isn't producing the amount of qualified leads you would like, I want one to have a quick trip down memory lane with me. I want you to take into account the last time you sought out information about a product or service online.

Perhaps you needed help planning a wedding or a baby shower celebration? Or were you searching for info on a hotel?

Whatever it was, consider the sites as well as your responses to them. There is a good chance a lot of the sites you visited had attractive, well-laid out designs that made the company and its own products look good. But did the site answer your questions? Achieved it draw you in and help create a relationship between you and the business?

Did they help you to join something? Maybe a newsletter or an e-course or perhaps a free video?

I'd bet the sites you found most useful and helpful did exactly that...but how did they do it?

How to Get People to Give You What You Want

I'll tell you how they achieved it...they built a direct-response website whose primary goal was to give you valuable information about this issue to persuade you they knew the topic and then give you an incentive...bait in the event that you will...to make you provide contact information.

They did the prep work to figure out exactly what you'd desire to see and they made it reply to your questions. And get more info drew you in...it proved for you they knew what these were discussing and gave you a reason to ask for more info.

Your web site should do the same thing!

A fairly, well-designed site will make you feel good about your website, your company, or your products, nevertheless, you need to build a relationship together with your visitors before they value any of that. And you do that by determining exactly which markets you need to pursue, evaluating those prospects and their needs, and then developing information rich, thoughtful, and helpful products to provide them.

Yes, you should present them. Whether you do it completely free of charge or require a subscribe is up to you and depends on your overall goals. There are situations that lend themselves to each approach.

The End Goal: A Site that Converts Visitors

The reason your site sucks and you do not get the responses you want is because it isn't focused on your clients or their needs. Each page of your site must have a goal. And that goal must be customer-focused, not company focused.

Think just like a consumer and present them what they're asking for rather than what you think you need to tell them. People love to buy, but they hate to be sold. If you provide them with thoughtful, interesting information that answers their questions, they'll gladly require more...that is truly what you need, right?

"The man who beats his horse soon finds himself walking." -- Proverb

Is your internet marketing strategy working or are you beating the horse hoping it'll improve?

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Todd Temaat can be an author and educator and runs both Win Your Local Market and Truth in Foreclosure web sites and their parent company Momentum Publishing LLC in Edmond, OK. To read more articles by Todd at this time, just click the Expert Author link below.
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