You know how I love to get e-mails from PR people telling me how I can’t live without their services, technologies or websites (yes, that was dripping sarcasm).
Well, that’s what happened the other day when I received an e-mail from the folks at IVANS (www.ivans.com). In the e-mail they mentioned that the site was more than just a marketing opportunity but a place where insurance professionals could learn the latest about issues and trends affecting the industry.
It had been a while since I’d perused the IVANS site, so I thought, “What the heck, they came to me.” So, here we go.
First, let’s get the sales and marketing copy out of the way. After all, they are a business and their success still comes from selling their wares to companies and to agents. However, IVANS is an e-solution provider when it comes to the insurance information distribution system and that is a two-way street involving companies and agents. So take a look at your leisure.
What I want to focus on is the “Jekyll-and-Hyde” appearance of the other material on their site. We can learn a couple of things from seeing both sides of the site.
According to the e-mail, “The website is designed to provide insurance professionals with information on the latest trends in insurance and technology.” And that statement is very true. They have two sections in their “Technology Center” that are really worth looking at and bookmarking.
The good ‘Dr. Jekyll’
The first is the “Industry Survey Results” section. Two or three times a year, IVANS conducts surveys to determine industry trends. Two of their most recent publications I found to be very insightful, reinforcing what many of us have been saying about technology, the Internet and insurance.
I recommend “Online Window Shopping for Insurance” and “Make Way for Online Insurance: Internet Consumers are Coming” for some interesting statistics of who uses the Internet and how insurers are being found on the World Wide Web. I have also been told that the latest survey results on the online small business market for commercial lines insurance will be posted in the near future.
Second is the more regular feature that they call their “E-Line” newsletter. This monthly news-letter offers a mix of technology trends and implementation. For example, the month I looked at talked about a study that showed that 35 percent of Americans exaggerate their claims. There was a snippet about how much Americans spend offline from research they did online. When it comes to articles, for those of us who like to “get the goods and go” this is a good little resource, providing that you realize that they’ll slip in an IVANS-related “success story” every once in a while.
The point is that on a website, good content is good for customer service. The Industry Survey Results and the E-Line are great examples of this.
The ‘Hyde’ side
Looking at the IVANS website, it is obvious that their main focus is on the companies and the information is aimed that way. While they may say that they are “an e-business solution integrator for the insurance— industry” this seems only true if you are an insurance company professional—not an insurance professional.
Their “Agent Technology Guide” has been sitting idle since January of 1999. In the section entitled “Agent Wire,” some of the links don’t even work in their agent product information. To borrow a line from George Orwell, insurance professionals may be created equal—some are just more equal than others.
The site’s company-centric tack is almost a slam on the agent. This is not a knock on the services they provide—I know from firsthand experience the quality of what they have to offer. The point is the perception of who you are, especially on the Web. You fight an uphill battle with someone who has a negative view of your business from what they have gathered from your site—that is, if they ever come back again to let you fight that battle.
Keeping it fresh
The point I’m trying to make is that content can be a boon or a bane. Your content—its presentation, professionalism, and propriety—is what site visitors remember about who you are and what they think you think about them. If you plan on putting up regular content, then make sure you keep it up-to-date. Don’t let it languish out there for months and years without updating it. It will create the wrong impression about you and the level of service you provide.
It would have been different if the entire IVANS site was old and stale. But it’s not. The monthly updated newsletters, interesting content, and engaging survey results is very evident—as long as it is company-related.
Develop a schedule for updating copy and regularly review who your target audience is. Don’t leave outdated content out on the Web. If the audience changes, re-work your copy to tailor it to the intended audience. Everybody is quick to change their business cards and letterhead if their agency changes phone numbers so that they won’t lose any business.
Website copy should be no different; the wrong information could cost you business.
Technocracy is a regular column designed to examine and explain new technology and how it applies to the insurance industry. Readers are encouraged to e-mail questions or comments to John Chivvis at ijwest@insurancejournal.com.
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