Page 139 - The UnCaptive Agent

112 THE UNCAPTIVE AGENT

Video use is also now very important. Your website
should be video-rich. You can feature videos provided
by your carriers on a variety of topics, repackaged with
your agency information. You can also very easily pro-
duce your own agency videos on topics of interest to
your clients and potential clients. Just remember, if you
produce your own videos, they should be short (under a
minute and a half long), and you should be entertaining
if possible (certainly not boring).
One critical feature of your website that is often
overlooked is the ability to track the data of who has
visited your website, where they’ve gone on the site,
and how long they’ve stayed. Be sure to spend the small
extra dollars with your web developer to give yourself
the capability of tracking visits to your website. There
are many free online classes to teach you how to do
this and how to make use of that data. There are even
companies like HubSpot™, which turbo charge not only
the tracking of data, but also the use of data in your
website, to fine-tune your marketing pitches, your paid
search programs, and other things. Before you build your
website, be sure to ask the developer if there would be
an extra charge for using HubSpot™ or for providing
future integration of HubSpot™ or similar tools.

Graphic Design and Printed Materials

Closely related to the development of your website
is the need for developing an attractive logo for your
insurance agency. Selecting agency design colors and
a design motif for your website and your printed mar-
keting materials should be done early on as well. The
use of color and simple yet attractive visual imagery is
important in website design and makes a significant
difference in the effectiveness of printed material. This