Web Design Tips for carriers and risk managers

Design tips for Insurance Companies

Websites for Insurance Companies
When a client chooses to visit an insurance company website, that consumer has three goals in mind:
1) To obtain information about the different types of insurance coverage and policies offered by a particular insurance company
2) To obtain general cost information in regard to desired insurance coverage
3) To be able to apply for insurance through the website

To start, the home page is essential–it is the face of your business and creates the first impression.

A well-designed insurance company website will include essential information about the different types of insurance coverage and policies offered by that particular insurer. This does not simply mean a statement that says, “We provide quality home insurance.” Rather, the information needs to set forth what specific types of insurance policies and coverages are available. There are many different variations on the theme when it comes to life, health and casualty insurance policies and coverages and this needs to be spelled out with some specificity for the consumer’s consideration.

Based on the client’s selection of a particular type of coverage it should lead naturally and swiftly to the next level (inner pages).

Here the client should be able to obtain basic (although, of course, non-binding) information about the anticipated cost of such coverage.

Through this process of obtaining a preliminary quote, a client will be far more likely to close the deal. Research has demonstrated that if a consumer is forced to wait–even when obtaining a non-binding quotation–that consumer will take his or her business somewhere else.

Finally, the most effective websites for insurance companies include an easy-to-use application for insurance (either purchase direct from the carrier, or through an affiliated broker). This application works in two ways–you are able to obtain the client’s contact information and it generates a lead for your agent or an affiliated broker.

Websites for Risk Managers
Websites for risk managers–or analysts and consultants in the P&C business–present a different challenge when it comes to design and construction.

Commercial clients have a lot at stake. These entities rely on the assessments and professional guidance obtained from risk managers. While some corporations keep the risk management as an internal function (that operates independently), other entities outsource this task. For those professionals, then, that provide this outsourced resource, their website must provide potential clients with easy-to-access information on their qualifications and expertise. More than anything else, a commercial client’s decision to engage a particular risk manager will be associated with that manager’s professional experience, history and track record.

© Copyright 2010 Rogers Publishing Ltd. This article first appeared in the February 2010 edition of Canadian Insurance magazine.

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