Risk advisers all know they need a website. Whats crucial though is the content on the website and whether that content is generating you new leads. Marketing experts tell you it’s important to keep consumers informed and entertained on your web site. The longer they are engaged on your site, the more likely they will do business with you. They tell you to integrate e-newsletters, videos, social media functionality, etc. However, as useful as those things are, there is one thing they neglect to tell you, which is unique and highly effective for risk advisers. It’s putting in a life insurance tool on your website. As you know, clients inevitably ask the question on how much risk insurance will cost. You might as well show them it is reasonably priced and often cheaper than the direct insurance products advertised on TV. Giving them the information they seek is giving consumers value, which will make an impact on them while they’re on your website.
Potential clients don’t expect to be told to “ring this number” and talk to an adviser to find out the cost of risk insurance. This is 2015, where consumers expect this type of information to be available online. Calling up a number is also an extra step for online consumers, who are usually time poor and looking for instant information.
By no means is having a risk comparison tool on your website a killer of financial advice. We talk to a lot of advisers and a lot of them express the concern that consumers will see the risk premiums on their websites and go directly to the insurer. First of all, the major retail insurers don’t have easily accessible methods for buying insurance directly, except through their direct products which are branded differently. And more importantly, if you’ve done the hard yard in marketing and get a consumer on your website, they are on your website for a reason. They’ve come to your site seeking certain information and will continue to seek further information from you after seeing premiums. Access to independent financial advice is what they expect next in their sales process and if you communicate that and the quality of advice you’ll provide, they are unlikely to go direct. A comparison tool on your website is purely to generate more leads and a healthy introduction to the more thorough advice process that will naturally follow.
We specialise in building life insurance comparison tools for adviser websites, have a look at live demonstration site for more information