SpeedieConsulting

We reviewed a large number of Insurance, Mortgage and IFA websites and discovered 17 issues that were pretty consistent across the board.

Over the next three weeks we will be sharing these issues with you…

These issues are not only damaging the companies’ brand and reputation, but they are causing potential income to be lost.

While we have not named and shamed individual companies, we do feel that this is a good opportunity for all Brokers and IFAs to revisit their websites and update them to make changes that will reduce the number of issues. The reduction in these issues will improve both the revenue potential of the website and the number of visitors using their website.

Issues Found Summary – we will be providing details on each issue further down

Week 1

1. No way of capturing email addresses
2. Splash screens
3. No online quote system
4. No product information
5. Frames
6. Broken links
7. Page under construction

Week 2

8. Products not available
9. Outdated content
10. No regulatory information / Old info (GISC Logos)
11. No interactive, fresh content
12. No corporate blogs

Week 3

13. Text built as Images not used as simple text
14. Quote systems go to third party. No explanation of where the customer is going. Loss of brand control and confusing to customers
15. Page titles are all the same across the site. Normally “Welcome to (company name)”
16. Not using title and page tags correctly – if at all.
17. Navigation issues. No text based navigation

1. No way of capturing email addresses
One of major things we saw a huge amount of was the failure of the website to try and capture contact details from site visitors. This could have been simply done by asking for an email address in return for a free Guide or newsletter.

This then gives the Broker the opportunity to send that visitor sales and more product information.

Capturing this data is doubly important where brokers are advertising and paying for visitors to their websites.

2. Splash screens
Splash screens are not a benefit to a user experience. In fact in most cases they are a hindrance. It means that the user will have to click again to visit the site. While this may not seem a lot, visitors are lazy and will close down a site rather than click “skip intro”.

From a Search Engine Marketing standpoint, a splash screen does not add value to your site and does not allow search engines to best categorise and rank the website. Remove these splash screens and direct visitors to a homepage with substance.

3. No online quote system
Lots of sites we visited provided the impression that they could quote online yet when we arrived, we were presented with forms to complete and the message that a broker would call us. While we understand this, it would be better not to mislead the visitor. To most users, the words “online quote system” means the ability to search the marketplace or a panel of insurers to get an immediate quote.

If there is no online quote system, explain the fact that you offer a bespoke service. Promote that fact that by the visitor completing the form, you will do all the work for them and present them with best option for their circumstances.

Being honest with the user will attract more business. This is because if they know what to expect from your site, they are more likely to continue through the process.

4. No product information
Another recurring theme was the lack of product specific information. Who is on your panel of Car Insurers? Do you offer a discount? What is your no claims discount policy? These are all questions a visitor to your site may have and who would expect this information to be available to them.

Not having this information could lose your brokerage business, as the visitor will find it somewhere else.

5. Frames
Sites using frames were all the rage in 2002, when the frame system allowed for easy use of navigation systems. However, times have moved on and there are much better ways to create navigation systems. Frames also confused Search Engines who tried to visit sites to find out what they were about.

One broken frame link and your site may not feature in any Search Engine listing. As Search Engines command nearly 80% of all web traffic it is a good idea to ensure your site can be read and ranked by Google, MSN and Yahoo!

6. Broken Links
Again, a simple broken link will damage your ability to sell finance or insurance products. We found one site whose online system “Apply” buttons were not working at all. We checked this over five days. Imagine the potential loss of business.

Also from a Search Engine point of view, a broken link causes problems. It really is a simple case of making sure your Web Team or web designer check your links regularly to ensure they are working correctly.

7. Page under construction
Having page links that go to pages that say “Page Under Construction” is a big turn off to a visitor. Don’t add links to a page until it is ready to go live.