Losing Ground

Many independent agency websites are leaving too many digital opportunities on the table, according to a recent survey co-sponsored by the Big “I” Agents Council for Technology and Strategic Insurance Software affiliate Agency Marketing Partners.

The goal of the survey, “Insurance Agency Website Trends,” was to generate more data on the features and functionality agency websites currently offer consumers. But despite evolving consumer shopping and servicing behavior, too many agencies still view their website as a cost rather than a necessary investment in their future: survey respondents identified expense as the top reason for not properly investing in an agency website (43% said operating a website is “too expensive”). Secondary reasons included “my agency is not big enough” (29%) and “I don’t need one” (14%).

Wrong. Consumers are constantly evolving their online use. Traffic on the mobile Web is growing at a rate of 3.5% per month, but the survey found that 54% of agency websites are not mobile ready. More than half of Americans have substituted the Internet for phone books, but 39% of agencies still do not use local search. And while 72% of consumers say they trust online reviews and personal recommendations, 65% of agency websites surveyed do not provide customer ratings and testimonials.

Although larger agencies are more likely to invest in a password-protected environment for their clients, the survey reports that 83% of agency websites do not provide password-protected portals where clients can access their documents. And only 9–12% of agency websites offer client self-services such as making a payment, making a change, securing auto ID cards, obtaining certificates or accessing secure billing or policy information.

Agencies involved with social media are more likely to pursue a variety of digital strategies, but only 38% of agencies use their website as a platform to speak to their community involvement, and just 44% of websites provide in-depth insurance content on their websites—a tactic that’s been ranked the single most effective SEO technique by a margin of 53%.

Jacquelyn Connelly is IA assistant editor.

SIDEBAR: On the Bright Side

Of survey respondents, 88% have an agency website, and most of the 12% without one plan to change that in the next 12 months.

Additionally, 62% of agency websites link to social media sites, and 62% of agencies have a person or team responsible for taking ownership of the website. That number increases to 76% for those involved with social media.

The Consumer Agent Portal (CAP) will continue to play an important role in providing agencies with hands-on assistance with their websites and other online strategies.

—J.C