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May 12, 2010 at 08:00 PM
When we talk about the people coming to our insurance Web sites, it is easy to think of them as one group. But in reality, like the traditional insurance buyer, the needs of online insurance customers can vary greatly. Your Web site visitors have different navigation styles, are looking for different kinds of information, and make decisions in very different ways. Don’t make the mistake of having a “one size fits all” Web site.
Fortunately, the needs of different Web site visitors tend to fall into groups. If you understand these groups, you can make sure your site meets their needs.
The Insurance Believer
These visitors know the value of insurance. They want to protect their family and finances and don’t want to leave themselves exposed. The challenge they have is that they don’t know what they don’t know. This leaves them a little fearful both of missing critical coverage and getting sold something they don’t need.
Your site should provide content that appeals to their emotions. They want to know that you can help them protect the things they care about more than they want details on specific policies or types of insurance. Most important, remind them that you, their trusted expert, are always only a phone call away.
The Reluctant Researcher
The reluctant researchers understand the value of insurance but aren’t always sure it’s the best way to spend their money. They take control of their finances, actively managing their investments and want the final say in any decisions.
These visitors are skeptical. They don’t want to feel like they’re getting a “sales pitch” or are being talked into something. To meet their needs, your site should give them access to analytic information about the coverage you’re offering and the carriers you work with. They’re going to want to see carrier ratings, financial strategy, and options before they will make a purchase decision.
