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Customer Service and Your Insurance Website: Driving Sales through Service
People are increasingly using the Internet to research and purchase insurance across all areas: life insurance, auto, medical and liability insurance are all increasingly being purchased online. In 2005, 28 percent of people purchasing auto insurance used the Internet to help them decide which policy to buy.An insurance agent without a website is at a great disadvantage in today's market. However, simply having a website does not guarantee increased client sales. The difference between online success and failure often comes down to customer service. People buying insurance want to be assured that they can expect good customer service should they ever need to change a policy or make a claim. A well-designed website provides customer service before the agent even makes a sale. Useable, informative content makes customer service effective. While it's become cliché to hear that content is king online, like so many clichés, it's true. A website that provides quality content and services performs better in search engine results, attracting both new and returning visitors. The more customer service and content offered on an insurance website, the more leads the site produces. Web content should provide a prospective client with the information and tools needed to make an informed purchase. Such content can include how-to articles on choosing insurance policies, insurance calculators and rate comparisons. Forms to request quotes and other information on insurance policies are absolutely essential, and invite contact by possible clients. The key is to make website content as relevant to your potential clients as possible. If you specialize in life insurance, include content on insurance throughout different stages of life, as well as required medical eligibility tests and calculators to determine how much life insurance a person should have. Auto insurance websites might include articles on maintaining vehicles and road safety in addition to information on how each of these topics affects auto insurance. FAQs, or Frequently Asked Questions, allow website visitors to quickly find information on a website. An insurance site's FAQs should include customer service details, including the average turnaround on claims, agent availability and other information of use to clients. Potential clients want to know that an insurance agent will respond promptly and effectively in the event of a claim. Content should detail the process involved in an average claim. To add a human element to the site, agents can provide stories of their experiences in the insurance industry, detailing how their expertise helped clients during the claim process. If the agent can get permission to display client's photos, this adds a visual punch to the human element. Insurance websites that provide customer service for site visitors foster trust in potential clients, helping agents make contact with leads that they might otherwise have missed. Search for Insurance Domains » Millions of Web Searches on Insurance Terms
Insurance searches are among the most popular on the Web, and traffic equals dollars in your pocket — whether you have an active real estate business, or you wish to "park" the domain and collect advertising revenue from your site.(We offer high-performance parking services: call our domain experts for details at 866-722-9500) In May 2006 insurance-related Yahoo!® searches included: • 3,979,349 searches on "car insurance" • 1,149,688 searches on "insurance" • 1,089,688 searches on "health insurance" • 455,778 searches on "home insurance" Insurers are capitalizing on this trend through the use of multiple domains, driving traffic to high-yield sites across the Web. Search for Insurance Domains » Before You Launch Your Site: The Biggest Mistakes Insurance Agents Make in Developing a Website
According to Jason Desmaris, writing on insurancenewsnet.com, "Every insurance agent should have a website. Not only can a good site generate exclusive leads, allow you to expand your market, speed up the application process and improve your professional image, these days your prospects simply expect you to have one."Developing a site which offers company and agent information, and which discloses information about the range of carriers offered, goes a long way to pleasing customers. Site interactivity is also a plus: consumers are becoming accustomed to searching for insurance online — influenced by advertisements like those of Progressive — which promise quick online quotes and comparisons. Search for Insurance Domains » |
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