Is Your Website User Friendly?

Have you ever purchased a product that came with one of those clever little registration cards?  Like a blender or a washing machine?  Generally the sales person tells you at the point of sale that there's a warranty included and all you have to do is visit a website answer a few questions and give a little data about yourself. How can it go wrong?

It's so convenient, just type in the address and let technology do the rest.  However, once you get over to the company's website you find it's not the modern marvel of technology that you had imagined. In fact it's just the opposite. Understanding what you are supposed to do or even how to answer their vague questions proves to be more trouble than it's worth.  After toiling for twenty minutes and pulling out your hair the perceived value of your purchase/warranty is falling and will continue to plummet until you struggle through or just give up in aggravation.

Yet the worst is when you don't even get a chance to start. You get to the website only to find that the "company's servers are experiencing technical difficulty" and you need to "try again later".

If you have a website you better make sure that it is user friendly.  Don't let it give the wrong impression about you or your agency.  For example, is your site only functional during "business hours?" Can prospects get a quote? Can they at least complete a Desires Needs Analysis (DNA)? 

Websites are for 24 hour a day people. It needs to provide functionality 24 hours a day. Users don't just need a way to find out your phone number or who you have as staff. They can use your Facebook page for that.

If you direct them to your website they better leave feeling like they've accomplished something.  If you don't have quoting ability then they should at least be able to complete a DNA and be followed up on within 24 hours.   Along with that, fill the site with educational information like importance of higher limits or an umbrella policy.
 

Finally, utilize videos of your staff and current customers.  Instead of someone reading about how flood insurance isn't included in a standard home policy have one of your staff do a video.  You could also post that on YouTube to guide prospects to your site.   It should also be noted that everything should look as professional as possible, don't half-do it.