Finding customers on the Internet

HEADNOTE

Attracting visitors to our site was the first step. Getting them to convert themselves into qualified leads was the next.

ARE YOU thinking of using the Internet to write personal-lines insurance? Then you

might be interested in our agency's experience. In the past few months, we've written about 20% of our new business from leads generated over the 'Net. That success did not come overnight, however. Largely by trial and error, we learned what works and what doesn't when it comes to attracting clients via the World Wide Web. Nor can we be assured that the success we enjoy today will still be ours tomorrow-at least not without continuous effort on our part. In fact, one of the fundamental lessons we've learned is that the fine-tuning of a Web site never stops. So consider this article a snapshot of one agency's work-in-progress in regard to personal-lines marketing over the Internet. A year from now-or even six months from now-the picture could be quite different.