Price, product, convenience, and understanding a policyholder's needs are just a few of the reasons why a consumer might buy from one agent instead of another. Underlying every reason is one constant: Trust. You must earn your prospect's trust before you can sell him or her a policy.
In traditional offline sales, you have many tools at your disposal to build trust. Everything from face time, to education, to the clothes you wear adds up in the trust-building equation. But, in an online world where you may never see or speak with your prospects, how do you build trust? Trust building is the most important job of your Web site.
Here are four simple principles to help build trust through your Web site:
1. Don't hide behind your Web site
Show your visitors that behind your Web site is a living, breathing person ready to understand and meet their needs. Put your picture on your site, write a bio that lets visitors get to know you both as a person and a professional. And, make sure visitors know how to contact you directly if they have questions.
