Developing Website Strategies

Like most things in life, the Internet has developed at its own pace. The “horrors” anticipated for Y2K never quite materialized, but as a result of the predictions, we have received part of the stock market bubble in the new year. In addition, we had to learn to defend our networks from viruses, worms and other forms of alien cyber life. Spam also began clogging up email inboxes until filters and legislation slowed the attacks.

Then a funny thing happened on the way to 2005. Computer hardware became cheaper, large bandwidth became normal for businesses and systems and software developers began to network better. Search engines are becoming driven by smarter technology and their “spiders” and “robots” are fanning out over the WWW gathering words, phrases, names and images.

How can the WWW, deep with information and fast with delivery, change the insurance world? What do the players in the insurance industry need to do to harness the energy of the Internet and increase profitability in an age of increased competition?

INSTANT INFO

Maturing in about the lifetime of a dog, the WWW has become a useful tool for business and consumers alike. That means that change is not just in the air, but online for all of us right now.

In the 50s and 60s we lived in the “White Pages generation”. When someone sought a service they knew the name of the company and used the White Pages to find that name. In the 70s and 80s, the “Yellow Pages generation” cared less for the company name but instead began searching for services by category. Name recognition became a smaller consideration compared with ease of access and the information found.

We are now in the “Google generation” where someone can google information on a search engine. They can search by name, product, location or category. Many homes no longer keep phone books of any color; instead, they have shifted to Internet searching. For companies, ensuring that this first contact is a positive and instant one is critical.

STRATEGIC POINTERS

So, how does your website and other web tools stand up to the test? How well is your company, and its services, integrated into web based solutions of the Canadian insurance industry? Your company’s competitive future will depend in part on your answers. Here are a few of the biggest WWW ideas any insurance industry business in Canada should be aware of in order to make the best use of technology:

Simplify It. Many corporate websites still act as if they are selling games to teenagers. Dump the heavy graphics and keep the most important information so obvious that a business or consumer visiting your website gets there easily and fast.

Feel It. We have been saying for many years that websites are first and foremost an emotional experience. The content is critical but, like a bad taste, a website that does not “feel right” will distract. In this regard, colors and layout matter. Good web designers recognize the importance of a website that makes a person comfortable.

Get Over It. There is still a high degree of resistance to the changes that the WWW is causing. Increased competition is here. Performance evaluations now include how well you are using the technology available. We can not erect barriers around a business in any province or country. Sooner or later, the competition will find its way into your world.

Learn It. While there are many topics to cover in executive life – corporate governance, regulations and product development – every senior executive must be familiar with the Internet and technological tools.

“B2B” It. Examine strategies to increase the competition for your business. Speed up the delivery of information between your company and other businesses. Ask the question, “How can we use the WWW to save money, gain marketshare and communicate through our business relationships?”

“B2C” It. How user friendly is your website? Ensure that your site offers easy and coherent communication with your clients as well as potential consumers, who are interested in change.

Hear It. There are many tools that can help you become more “tech friendly”. Take a course or attend a seminar on computers and business. Do not leave your company’s Internet strategies solely up to the computer experts in your group. Stretch your resources out as you would any area of your business.

Use It. Invest in tools that will enable you to make comprehensive sense and proficient use, of the computer – even if you do not type. IBM ViaVoice or Dragon Naturally Speaking software now allow dictation (command and control your computer at the speed you speak, approximately 140-160 words a minute) Also, spend some time surfing the WWW.

Expect It. Rather than viewing the WWW as something to “add-on”, look for ways to use the Internet to improve your business function and increase the bottom-line.

Evaluate It. The fast pace of change in the WWW means you will need to continually asses the technological investments and choices you have made, thus ensuring you will have the best results.

Embrace It. A positive attitude does not solve every problem but it makes solving any problem a more pleasant experience. Take a positive approach to the WWW and you will get further, faster.