Make Your Website "Sticky"
The majority of people who buy insurance do online research first — but that doesn’t mean they only want to read.
Interactive tools engage people with your website, and create a more positive user experience. Marketing folks like to call a website that encourages people to spend more time on it “sticky.”
Some super-sticky websites that do a great job at holding consumer attention are “destination” sites like Yahoo.com and ESPN.com.
While it’s hard to compete with the acres of content those giants have, some clever insurance agencies are bringing innovative interactive features to their own websites.
So how can you give your visitors a reason to stick around?
Live Online Chat
This is a great way to interact with your visitors when their interest in health insurance is its highest. Your visitors use your online chat tool to speak directly to one of your reps in real time. Be careful: if you don’t have the staff available to chat on a consistent basis, you risk frustrating the people who are looking for help.
Insurance Rates
Visitors need help figuring out which type of policy is right for them. Putting an interactive quote engine on your site that lets them compare plans and customized rates in just minutes. When your office is closed for the night, prospects can still access your rates. And if your carriers offer e-apps, your prospects can apply right over your website. It may sound crazy, but it’s true: some agents are picking up a couple sales a month while they sleep.
Educational Videos
Video is increasingly popular all over the web. On your own site you can use it as a fun way to round out your written educational content. Your video might just be a message from you to your prospects, or something creative that helps them understand how health insurance works.
Offering video does eat up some of your available bandwidth. Services like YouTube and Google Video will host your video for free, but your video will also be branded with their logos and info.
Start A Blog
Some agents have already picked up on this trend. A blog that you update on a regular basis is a great way to add informative content to your website. It’s also an alternative to publishing a newsletter — you can add articles, news and info one at a time instead of sitting down to craft an entire newsletter at the end of the month. And because there’s always something new to read, you encourage repeat visitors to your website.
Invite readers to ask questions by posting comments. Answering them not only helps potential and existing clients, it shows future visitors your expertise and willingness to help. Creating your own online community can help draw repeat visits.
Get Started
Creating an interactive, engaging individual health website takes a little thought and time. The stickiest sites offer quality content, and update it often enough to keep things fresh.
But by giving your visitors a better online experience, you warm them up to your agency — and that will make them all the more likely to explore their options with you.
Interested in checking out some of these tools? Here are some resources…
WebsiteAlive
Live chat software for your website. Includes tools to collect stats about your visitors. A free version is available.
http://www.websitealive.com
YouTube
One of the most popular video hosting websites. You can put your videos on YouTube and “embed” them on your website. When someone watches your video, they’re using YouTube’s bandwidth — not yours.
http://youtube.com
WordPress
There are plenty of blogging software packages, and WordPress is one of the most popular. They offer a free hosted version that will have you up and running in no time.
http://wordpress.com
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