Hi Sean and Jac,
As previously stated, before we get into the strategy for designing the homepage in Phase 1 of your new website, I want to ensure I understand who this website is really for, its primary purpose and why it is important for the ongoing success of Dolphin Insurance.
Of the 36 questions Sean has already answered, here are the questions and answers that stood out the most for me and I explain why in brackets.
Q: How do people actually buy from you? Do they come in person to your office? Can they buy over the phone? Can they buy from you online?
A: 99% of our clients purchase via email.
(Which means that 90% of all new and repeat clients phone into the office with their credit card info (about 10% e-transfer), to make a purchase after communicating via email with Dolphin between 4 and 5 times during the 30 days prior to purchase date.)
Q: What percentage of those clients were REPEAT Clients, that simply renewed their insurance with you from the previous year?
(3,000 of the total 4,000 will purchase simply by being notified via email that it is time to renew their boat insurance, the website is not the contributing factor for 75% of sales made.)
Q: Of the 1,000 NEW Clients last year who bought boat related insurance from you for the first time, what is the most common way a NEW customer makes first contact with your company?
A: Searches online for company info. to get your phone # and calls the office.
Q: Please rank in order of importance how new clients hear about you:
A: 1.Word of Mouth, 2.Industry referral, 3.Website (Search), 4.Print Ad, 5.Social Media
(Although most of the 1,000 new clients that bought insurance last year from Dolphin first searched for Dolphin’s website online. The reason why they knew to search for Dolphin online was because they had heard about Dolphin and many are told to speak with Sean directly through word of mouth or industry referral. Which means they were already sold on Dolphin before they searched online.
The info they wanted to get in their search was primarily just a phone number in order to call and speak to Dolphin/Sean via phone. It was not to fill out an online quote form. After the first phone call, there is some emailing back and forth, and then when the paperwork is done, payment is primarily made via e-transfer or credit card).
Q: How important would you say your website is towards influencing a new client to buy their insurance from Dolphin?
Q: How important of a role would you say your website plays towards influencing a current client to renew their insurance from Dolphin?
A: Somewhat Important
(I would say based on Sean’s other answers, that most new clients go to the Dolphin website to get a phone number because they are already sold on buying insurance from Dolphin. Although the website definitely plays a more important role towards influencing a new client to buy insurance from Dolphin than it does a repeat client, it seems the essential influence is the initial word of mouth / industry referral not necessarily the website itself.)
The majority of your clients are repeat, then referrals, they buy because of familiarity, convenience and trust. So, if that is how we position the Dolphin brand, the majority of your customers will all be able to identify with those qualities, which gives credibility to your brand because we are not telling them anything inauthentic or anything that contradicts the reasons why they buy from you.
The majority of your new clients search Dolphin out because of a referral, they are more or less sold on Dolphin prior to making first contact.
New clients go to the website to primarily get contact info, and proceed to call to a Dolphin representative in order to confirm order.
The final communication and accompanying paperwork is sent back and forth from Dolphin via email to practically 100% of new and repeat customers.