If you’re spending your money on exclusive insurance leads, then offer meaningful content to customers on your insurance website.

Aside from offering your customers and potential customers good service, you want to also provide them with meaningful content and credibility. That is, useful, quality information that makes a difference to your customers. Information they can use to make informed buying decisions. If you want customers on your website and you want them to convert, if you have quality, relevant information, you will get sales. This is the beginning of your relationship with your customer, not the end.

In short, at the beginning of a relationship, you want to offer as much as possible to allow your customers to understand what you offer, provide immediate and thorough answers to their questions, offer products tailored for each person’s needs and always review their needs with them during the year. Show your customers how they can get the best value for their money when buying insurance. This is called reinforcement and this is also why you want exclusive insurance leads, as they are pre-screened and vetted before you get them, so you know you have an interested and willing buyer.

Never assume the individual knows and understands the policy they may choose. Most people don’t have the first clue about health insurance, beyond the fact that it should work for them when they need it. And, if it does not work for them when they need it, you get a scathing phone call about not properly informing them.

Work your butt off to inform people of what their policies cover and do not cover, how their deductible works, how to file a claim and what to look for when they are choosing a policy to suit their lifestyle. That is today’s customer service —- actual service to assist people to choose what they need. Reinforcement, more than any other thing you do is the one thing that will virtually guarantee you word-of-mouth referrals, and we all know when you’re in the insurance business, referrals are gold, even if you are working with exclusive insurance leads.

What’s next once you have converted a customer? Advocacy. In other words, make your customers feel like they are part of a community. Ensure your website has choices in terms of content – meaning open content and premium content. Open is literally open to everyone. Premium content is limited to those who have opted in to your e-newsletter or have purchased a policy. Either approach will work on a website, but the choice of which one to use is up to you, based on your company philosophy and personal point of view.

Clelland Green is with Benepath.net, a leader in providing health insurance leads. Benepath provides agents with exclusive health insurance leads and Medicare leads in just a few mouse clicks. To learn more, visit http://www.benepath.net.