It's 2014. Every insurance agency has a website (or should). If this is the norm, asking why an agency has a website shouldn't matter, right? Wrong. In fact, the question of why your website exists is the most important part. It is essential in the design and setup phase to determine who your website is for.
For your insurance agency website, you have options when determining which audience to target with your website.
Most big insurance websites you run across will focus on attracting new clients. The purpose of this type of website is to have visitors convert to prospects and then eventually clients. With this type of website, the calls to action will focus on encouraging visitors to fill out a quote form or a contact page.
Focusing on incoming leads works great, especially since it is likely that a person visiting your insurance website for the first time found you by searching online. Clearly conveying to your audience that you want them to request a quote, and showing them how, will increase your chances of a follow through. You save time from cold calling when you let your website do some of the heavy lead lifting for you.
On the other hand, your website could focus on your current clients. If you plan on using your insurance agency website as a retention tool, it will look a little different. You still want to have quote forms, but your calls to action may lean more towards customer service. For instance, instead of Get a Quote, your buttons might say Make a Payment Online or File a Claim.
Having a customer service spin to your website may also help automate the renewal process with your current clients. Nowadays, consumers like to handle as much business as possible online so the easier your website is to navigate, the happier your clients will be. Usually the happier your clients are, the more willing they are to renew their policies.
The last option is to combine your focus and target both current and potential clients. When doing this, it is important to remember that the dual targeting will no longer be as effective for one group over the other. If you spend half of your time focusing on new clients and the other half on current clients, you will not get as many leads as a website that is 80% focused on potential clients.
When deciding if your insurance agency website will focus on new leads, retaining current clients or a combination of both, choose what works best for you and your agency.