Preliminary Web Site
Effectiveness Audit For A Small Local Insurance
Agency
The web site appears to be
well suited for a small insurance company in a small community. It is basic and easy to move
around. It however has two
significant shortcomings:
The site is hard to
find
·
The 'Home' page has a long
list of keywords listed---however these key words are not used on the 'Home'
page. Search engines search
based upon key words…they then concern themselves with
relevancy—does the site contain the information that the keywords promised? When key words are not used in the page
title and in the written text on the page, the search engine discards the site
as not being relevant. Such is the
case with this site. There are
actually twenty-one keywords listed for this page, which are not used on this
page. A big turnoff for the search
engines.
·
The 'About Us' page has a
long list of keywords listed---however sixteen of these key words are not used
on the 'About Us' page. This page (and other pages) have the same search engine
relevancy problems as the Home page.
·
Additionally the site URL is
www.mylocalinsurance.com and the agency name is Charlie Jones…what do people
search for? Keywords used do not
cover both alternatives. More
importantly, anyone looking for Charlie Jones would not find the site as Charlie
Jones is not a keyword.
·
The Internet has over 10
million web sites and over 600 billion individual document pages…with over two
million pages being added daily.
You have to give the search engines reasons to find you…localizing the
search to focus upon
The site contains little of
value to visitors
·
The home page contains
generic boiler plate. When visitors
arrive to check out your local agency they are directed to a variety of big
company websites—what happened to my local agent?
·
The picture of Charlie and
an associated personalized statement is very good—but why if your visitors have
questions do you want to direct them to the INSURANCE INFORMATION
INSTITUTE? Should not they email
Charlie, their local agent?
·
The IIA box with links within your own site is good.
·
The quote box is a good
idea, but all I read was that an agent was going to call me---I don't want
that. I did not notice the
statement below that said I could get a detailed form to fill out. This form should be available on the web
site for the visitor to complete.
·
The rest of the home page is
filled with type that is too small to easily read and provides links to other
sites. Why would you want visitors
to your site to link to other sites from your home page before they even got to
know more about you? Additionally
the links go to cumbersome, overwhelming sites that your visitors will wonder
why they even went to that site.
The JusTerm link goes nowhere—it doesn't
work.
·
The About Us Page is a bit
more relevant for the local market.
Perhaps it should become your Home page. In either case this info should be
re-written to be more personally Charlie…and to clearly present your agency and
the insurance products that it offers in a price competitive, personalized
service oriented manner.
·
The Companies We Represent
page is a good thought—poorly executed.
It is good for your clients to know that you (Charlie & Agency)
are their representative with these major name insurance carriers. Why would you want to have your visitors direct link without explanation away from your site
to a large company's overwhelming site?
If you want to direct link you should send the link to a specific page of
interest…not just link mindlessly to a general purpose Home page. One of the reasons that people deal with
local agents is to help them wade through the large Insurance
companies.
·
In general as a visitor to
your site I wonder why I went there.
I didn't find out much about your local agency and I was sent directly to
big insurance company and government websites…that I can not do business
with. I wanted to consider you as
my representative…help me out.
Alternatives to
consider
A. Do nothing. No cost. Work as best you can with what you
have.
B. Change the existing site so that
the keywords are relevant and you have a chance that the search engines find
your site. This requires selection
of the most valid key words and being sure that every one of them is used on the
page. Your Site should then be
re-submitted to the search engines for inclusion.
This approach does not
address the absence of value to the customer shortcomings.
C. Re-design the web site to be
approximately the same size (in terms of web pages) but, to be more valuable to
your local customers. This would
have all new web site pages which are focused upon your marketplace and provide
valuable local information for your clients and prospects.
This approach would include
selection and use of keywords with emphasis upon your local service area so that
potential customers would have a reasonable chance of finding your web site with
the search engines. Your Site
should then be re-submitted to the search engines for
inclusion.
The links should all be on
one pare with sub headings by services (insurance products) that you want to
sell and provide value to your clients.
This page could include a section of links to informational web sites
such as Medicare, IIA, Long Term Care, etc. Which visitors might like to
research.
Your site should also be
marketed via links from other web sites such as insurance carriers and locally
affiliated businesses. You would
further enhance your number of visitors by making sure that you are listed in
local directories and referring web sites.
A deliberate program should be established and sustained to be sure that
your web site address is on all printed material, advertising, stationery and
business cards.
This approach would provide
information of value to your local visitors. You would then help me out. You would help me do business with
you.