Turn your website visitors into brand new clients
So you've got your shiny new website, and you would be forgiven for thinking that you've joined the world of e-commerce. Well yes – up to a point. But like a new car which needs to be serviced and cared for to keep it performing, so too does a website. Unfortunately there is a perception amongst many IFAs that simply having a website will bring in a flood of new enquiries and business.
So, how do we turn site visitors into new clients? The key is interactive functionality. Some years ago, I worked for Permanent Insurance. They offered a plug-in tool, where an IFA could offer quotation functionality within their website. A prospect visiting the IFA's website could obtain quotations for life, PHI and/or critical illness cover – being made aware at the same time that this was a quote from just one company. The prospect was invited to contact the IFA firm direct if they wanted a more comprehensive financial review. If, however, they liked the look of the quotation, they were then able to complete and submit an application. The quotation 'engine' could also be customised to reflect the look and feel of the IFA's website and branding, so that the prospect felt that the service was unique to that IFA firm. Given that we were in the early days of websites, and that the overwhelming majority of IFAs did not have a website, it was a bold move on Permanent's part – but one which had surprising results. I remember being told that the company was receiving complaints from IFAs, who were saying that they were being paid commission in respect of clients that were not theirs. On closer investigation, it turned out that the commission was in respect of clients that had applied for cover via those IFAs' websites. Even in these early days, it could be seen that a 'brochure website' could generate new clients with just a little interactive functionality. What else is possible?
Of increasing importance in an IFA's website, is the ability for clients to 'log in' to view policy valuations or update their factfind. Quite apart from the time and paper saving aspects of this facility for IFAs, such a tool encourages clients to regularly revisit their website – and to often bring friends and colleagues with them.
And as more IFAs look at updating their business models, a client log in facility offers the potential to create a new income stream or to be integrated into the service package provided to key clients. Such a service can also be provided through the same tool to an IFA's professional introducers. A strong relationship with local accountants and solicitors is vital, and by giving them access to details of progress on introduced cases and commission share payable, greater loyalty will be created with benefits for all. Along with surveys, polls, guest books, quotations, blogs and other easy to add tools, your client service centre can make a big difference to your website hits - and to your bottom line.
Contact our Sales department today for information on how you can add a client service centre log in to your website. Combined with Quay's award-winning Client Care Desktop, you will have unbeatable functionality. Philip.calvert@quaysoftware.co.uk
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