Adding a comparative rater to your website gives the consumer the basic coverage and price information they crave. Because you represent multiple carriers, these live rates also allow consumers to see your value at the same time. But remember, all raters are not the same. You should look for solutions that are easy for consumers to navigate. They should compare coverage options to existing policies. They should be customizable to your agency's brand. And, they should be mobile responsive — which leads us to our next common critique.

No. 2: Can you fix your website so it works on my phone, please?!

It's 2019. All agencies should have a website. But it needs to work just as well on a smartphone or tablet as it does on a computer. According to Google, 80% of smartphone users are more likely to purchase from companies with mobile sites or apps that help users find answers quickly. Consumers want to read without zooming in and click buttons with their fingertips. They want to be able to complete a form using a mobile keyboard.

No. 3: I have a lot of information, but insurance is complicated. I need to speak with a professional — right now!

Fewer than half of auto insurance purchases are fully completed online. Forty-five percent say they purchased through an agent. At some point, the consumer will want to delve deeper into their coverage options. You should have a process in place to quickly respond to prospects if they ask for an agent to contact them. And, you need to use their preferred method of communication. That may include text messaging and social media. But, you may also consider live chat and online meeting tools. Live chat on your insurance agency website allows you to engage with prospects while in the moment of researching insurance. An online meeting tool like Skype lets you meet with potential clients face-to-face even if you can't meet in person.

No. 4: Wait, this is frustrating. I feel like I'm sending my information into a black hole.

Static forms that ask prospects to fill in the blanks and then click "submit" can leave them wondering. Is anyone on the other side receiving this information? You should include solutions that can respond to the information the consumer enters. For example, if they select car insurance, the next question should be, "What type of car do you have?" These solutions create an authentic conservation.

Special Reports /

Are you really listening to your clients?

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