What Does Your Website Say About Your Organization?

A few weeks age I received the following email from an insurance industry friend.

“I just tried to get a quote from an independent agency. They were fairly new to the state — since 2005 — but in their home state for generations — since 1915.

“When requesting an ‘instant quote’ from their website (in the ‘new’ state), the error message said we are not licensed in that state. Geez.

“Nine years later they don’t know that their website cannot take a quote in their ‘new’ state?

“This is just one example. I think I could make a living by testing / breaking agency sites. Message — if you have a website make sure it WORKS! All of it!”

His comment is a stark reminder of how important it is for every insurance organization — large or small — to make sure all communications are current and updated. This definitely includes the website.

For a growing number of consumers — both personal and business — an organization’s website is their first stop when starting to research purchase options.

What first impression does your website give a new visitor?

You should audit your website on a consistent basis to make sure it is accurately portraying your organization. Here are some suggestions for what you should check on your site:

• When was the last time you added or updated information on your site? To maximize your Internet presence you should be adding new content (articles) to your site at least once a week.
• Do all the links on your site actually work? Go through each and every page and actually click on every link. Make a list of the links that are broken (broken means they don’t take you where expected) and no longer valid.
• Check to make sure the links that do work actually take the visitor where you want them to go. A common example is the links you have associated with insurance company logos. I don’t recommend the logo links your visitor to the main insurance company website. You can provide links — such as links to the carrier payment page — that actually help your client or prospect do something.
• Check spelling and grammar on every page. Again, you want to make a good first impression. That does not mean you can’t have some fun, but make it intentional, not a mistake.
• Check your pictures. Make sure you actually have the legal right to use the pictures on your website. Photographs are protected by copyright laws. I have talked to several agency owners recently that have received attorney letters demanding payment for copyright violations because they did not have the rights to use the pictures. This is especially important if you use an outside firm to design and maintain your site. Make sure they have rights to the pictures they use on your site. You are responsible.

I echo my friend’s comment: “If you have a website, make sure it WORKS! All of it!”

What do you do to audit your website to make sure it works? Please let us know.