If you read the cover story in this issue, you probably saw my complaint about finding a high frequency of poorly done wholesaler sites. The same observation applies to agency and even some carrier sites. Too many sites just aren't going to deliver the goods whatever they're intended to be by agencies, wholesalers and carriers. And that's an unnecessary waste of time and money.
There are a variety of reasons Web sites fail, too many to cover in this short piece. But some are especially common and insidious. Perhaps the most common is the relinquishment of responsibility by agency management to a technically competent, but business-naïve, third party.
Here's what I mean
Recently, a Web builder asked me to look at his redesigned site. Though the home page was very attractive and well laid out, it took more than a minute to load via a 56kb connection. When I pointed this out, he replied that his prospects all have high-speed Internet access, so my criticism really didn't apply. Maybe.
But it turns out that the design philosophies he applies to his own site spill over into the sites he puts together for his agency customers. Those sites are attractive but graphics intense and so load slowly on a dial-up line. He could argue that since his agency customers have a commercial lines orientation, their customers and prospects can be expected to have high-speed access. Ergo, no problem.
The argument appears to be that we don't have to worry about load time because the customers we seek should have all the technology to make it irrelevant. But from my point of view, that is to miss the point entirely.
The key question is, "Who is the site for?" Is it for the site builder and a chance to show off his technical expertise and graphic design savvy? Is it for the agency and an opportunity to reinforce its image of itself? Or is it for the customer and an opportunity to have easy access to real utility. What's important to the customer - form or content? Are customers more concerned about appearance or substance? Do prospects surf the Web looking for really cool agency Web sites and thus stylish agencies to do business with? I don't think so. I think they have an insurance problem and they're looking for a solution, not artwork.
So how do you as an agency manager rein in technology and graphics enthusiasts? How can you direct them to make certain your site really serves your purpose?
First, you have to be clear about your purpose. If you don't know the purpose of your site, the motivations of technicians will fill the vacuum and drive the design of your site. Their desire is to have a sandbox to play in. Is that what you want to pay for?
With a clear purpose for your site - and that purpose tied to the goals of your agency - you can review your site builder's suggestions relative to their appropriateness to your purpose. You can play Gertrude to Shakespeare's Polonius and tell your helper to lay off the froth and get down to business.
*Hamlet, Act 2, Scene 2.
Gertrude is trying to tell Polonious to be brief.
LORD POLONIUS
This business is well ended.
My liege, and madam, to expostulate
What majesty should be, what duty is,
Why day is day, night night, and time is time,
Were nothing but to waste night, day and time.
Therefore, since brevity is the soul of wit,
And tediousness the limbs and outward flourishes,
I will be brief: your noble son is mad:
Mad call I it; for, to define true madness,
What is’t but to be nothing else but mad?
But let that go.
QUEEN GERTRUDE
More matter, with less art.
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