Let’s face it – the loose-leaf days of newspaper ads and magazine flyers are long gone. For most shopping, research, and reviews, we hop online to conduct a Google search before anything else. According to the ROBO Economy (Research Online Buy Offline), 82% of smartphone users research a product on their phones prior to making an in-store purchase while 45% read reviews before making a purchase.

As an insurance broker, can you afford not to be found? If you don’t think you need an online presence, think again. We’re providing you with seven reasons that will hopefully change your mind and show you how being active online can take your health insurance brokerage to the next level.

1. Be “open” for business 24/7.

What do people desire more than anything when shopping for services and products? Accessibility. Being able to go online and find information after-hours is a huge convenience to the customer! Keep in mind that many working individuals don’t usually have the time to access your business throughout the day, so nights and weekends will probably be the best time to serve them. Have your contact information available on your website so they can email you or leave you voicemails. Be sure to inform your visitors that they will receive a response within a certain time frame. It will initiate a means of communication between you and your potential clients.

2. Expand your market.

If you want to be noticed by people outside of your local area, you need an online presence. With a strong and effective online presence, people from all over the world will be able to know about the services you offer and how to contact you. Even if you’re just expanding locally, having a website presence signals that you’re the real deal to the consumer.

3. Deliver better customer service.

You always want to be available for your clients but working around the clock isn’t realistic. A website is a great place to start. Be sure to have an FAQ section on your site to allow your clients to get answers on their own time. Use your website as your go-to space for clients who are looking for general information or have some common questions. The more helpful your website is, the less bombarded you will get with questions. If your website is very efficient and helpful, your clients will share this information (and your business) with their network!

4. Use your website as an icebreaker.

People like knowing what to expect before it happens. For example, think about trying to find a babysitter online for your toddler on a Saturday night. You’ll investigate every detail available–their age, appearance, online reviews and ratings, pricing, and availability – before leaving your child with a stranger. If you can’t find significant information to convince you to hire the sitter, chances are you’ll pass on your date night. Most businesses are treated the same – especially when it comes to health insurance. Having an online presence where people can find you and get an idea of who you are, assures them they are making the right choice for their healthcare needs.

5. Be a credible source.

Websites are no longer optional because customers expect them, so having one has become standard practice for businesses. Customers trust companies with good websites, so be sure to have someone dedicated to maintaining your website functionality and a consistent social media presence on Facebook, LinkedIn, or Twitter. It also helps if you get Google reviews on your business! Great reviews build credibility for your brand and business.

6. Match and surpass your competition.

If you don’t already have a website, you’re going into the game competing with the best. This means you’ll need to have similar, if not better, offerings than your competition. Show the world what your business has to offer and why you are the best choice. It all starts with a good website that customers equate with reliable company. Maybe you can guarantee better group rates or have an unparalleled responsiveness to your clients. Whatever your selling point(s) may be, be sure to advertise it correctly and make it known online.

7. Use it as a marketing machine!

It’s your website, so run it like it’s your show! Get creative with the space with banners and links to promote products, services, and specials that will attract clients. Try to link to other resourceful pages and tools that will encourage customers to come to your site to look for answers, rather than search elsewhere. People want information – and if it’s free, you’ll have them eating out of the palm of your hand. Find out the questions your clients are asking and answer them on your site. You’re not only building your website, but you’re building a recognizable brand for your market!

There are a lot of reasons to have a website, and you might already be itching to start building yours already. Before you do, think about getting your feet wet by using a free or affordable template. Websites such as Squarespace, Wix, and GoDaddy are great places to start. If a website is not within budget or just too time consuming, start up a few social media accounts (LinkedIn, Facebook, Twitter, Instagram). They all create web interaction with your clients. And don’t worry if you’re not up for doing everything yourself. There are plenty of website vendors who will design and build your website for you — often for a reasonable fee.

Don’t give potential customers a “no search results” when they try surfing the web for more information on you! Build an online presence, enhance your brand and watch your business thrive. And if you're looking for more information on selling your skills as a health insurance broker to potential and current clients, check out our free guide below!