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Video 18: Tips for Building Trust on Your Insurance Website

February 23rd, 2011Posted by akassover in Insurance Agent Websites, Leads, Sales, Videos

More Reading on Trust and Websites:

Building Trust – Usability.gov

5 Ways to Accidentally Lose Your Customer’s Trust Online

Transcript:

Hi, it’s Aaron Kassover with AgentMethods.  I want to talk a little more today about trust and building trust from your website.  The best form of trust you can get is from a referral or an endorsement.  If a friend of your prospect sends them your way or recommends you, there’s a pretty good chance that they’re going to walk into the relationship with some trust.  But if they come to you on your website, if they come to you through search, or they follow a link, and just come to you without knowing much about you, you’re starting from scratch and you have to work to build that trust up, so that it gets to the point where they believe that you are somebody that can help them.

Let’s just go through some tips you can use on your website to help build trust and sort of develop that relationship online where your prospects will see you as somebody they can trust in their insurance needs.  The first one is really simply way to not be anonymous.  A lot of agents want to appear bigger than they are on their website, they want to make it seem like they are a company, that they are nationwide, that they’re not just an individual maybe working from home.  So they kind of hide behind their website and in a sense make themselves anonymous.  And this, I think, actually hurts you more than it helps you because it makes it seems like there’s not a real person and then you start to wonder why haven’t I heard of this company before, what’s their address, where’s their office; it opens up a whole bunch of questions just sort of from essentially the deception of trying to be bigger than you are.

So to overcome being anonymous, the first thing I recommend is to make your contact information present, definitely on the homepage, really everywhere on the site, showing that you are just a phone call away, showing your address, showing where you are located.  Really also remind people that you are not just a website, but there in the real world.  The second is to put your name, your individual name, on your website so they know there’s a person they can call and ask for by name and that there really is somebody there and not just an anonymous site.  Also with your name, to put your picture on your homepage or on your ‘About Us’ page, so they can go and they can see you and just remind them that you are there, you are a person, that they can look at your picture and just know who you are.  Don’t be anonymous.

The second one is to not ask for the sell too quickly.  This is when we know in offline selling that you just don’t go in with an application, but you begin a relationship, you establish a dialogue, you do some education, you explain your options, you show what you have to offer, you explain what the good choices are and why they are a good choice, and then you ask for the sell.  So keep your forms off the home page.  Don’t make every page just a form.  First, have some good content, some educational content, and then you can ask for the sell and take them to the form, the quote form, or whatever you want them to do next.

Along those lines, keep the quote form as simple as possible.  Don’t ask for more information than you need.  Don’t make it really complex.  Don’t make it a complete survey with medical history and height and weight, and social security number, bank account numbers, credit cards.  The more of those things that you ask for, the less likely that people are actually going to fill out the form and you’re going to lose that lead if they don’t complete the form.

Next tip is to show that other people trust you.  You can use quotes or testimonials, endorsements.  If you have endorsements from associations, put those on the site.  If you can get some of your customers to give a quote about how you helped them, put that on the website because that will show your prospects that people like them have bought from you before.  You can also leverage known brands, so you can gain trust by showing that you are associated with maybe it’s the Blue Cross brand or Humana or a national carrier that has a brand that your customers recognize.

Finally, make sure your site is high quality.  If people come to your site and they see that it’s broken, if it doesn’t work, if it doesn’t work in certain browsers, that’s going to really hurt you in your trust because it doesn’t show that you’re serious about marketing online.  It doesn’t make you look like you take your website very seriously.

So a few tips for having a high quality website, one is consistency and simplicity as a website.  That it has consistent navigation, consistent page layout, it’s easy to navigate, and simple to use.  Research has shown that does a lot for making customers feel like the website is trustworthy.  If your navigation changes and your page colors change, if things move around, all that added complexity is going to make people think you’re not as trustworthy.  Next one is to have a privacy policy on your site.  This can be in the footer or somewhere kind of secondary, but just have it there so people know that this person has taken the time to write a privacy policy.  They are probably not going to read it, but they’re going to see its there and it helps with trust.  And then of course, good content, the better the content, the more content you have on your site, the more people will see your site as high quality and the more likely they are to trust you and ask you to be their agent.

So those are some quick tips, some ideas of how you can apply website design, content, changes to your site to build trust.  I’m also going to post a couple of links to two different articles: v one on the American Express open forum about ways you can actually lose trust; and the other on the government’s Usability.gov talking about trust just to read.  I recommend taking a look at both of those.  There are some really good ideas there.

That’s what I’ve got for today.  I’ll see you tomorrow for more.  Thank you.