Put out a Web welcome mat: making the most of a Web site not only draws potential clients, it can create new business opportunities.

Most agencies today have Web sites that were developed several years ago. Although some are very sophisticated, many are merely brochures of the agency's product offerings. With time, these sites can become dated and not adequately present the agency image. In this wired economy, consumers do their own due diligence over the Internet before buying. With the click of a mouse, a potential client can form a negative impression of the agency.

In my work, I routinely look at the Web sites of large and small agencies. Effective Web sites have several common characteristics including:

* Appealing graphics. The sites use imagery and copy that lure potential customers into the product and service pages.

* Differentiation. Testimonials, information about their employees' experiences and customer-satisfaction statistics show the agency's strengths.

* Easy navigation. Visitors can quickly reach the pages which most interest them. It is easy to find phone numbers and forms for quotes and service requests.

* Targeted information. Because people scan, rather than read, Web sites, information is provided with bullet points rather than long sentences and paragraphs.

Some sites have added capabilities which help them attract visitors or monitor activity. Some examples are:

* Search engine optimization. When developing the copy for the site, certain key words are used and repeated. Key words are those which visitors will probably type into search engines. Using them will make it easier for prospects to find the agency.

* A sponsored/pay-per-click marketing campaign. Adding this capability with Google, Yahoo, MSN, etc. can be expensive, but the ongoing investment usually pays off.

* Collecting contact information. Site visitors can provide their e-mail addresses for a newsletter subscription, for example.

* Monitoring traffic. A good statistics package will monitor traffic and show what Web site the visitor was viewing before reaching the agency site.

Redesigning a Web site is a time-consuming and daunting process. It can be a challenge for insurance professionals who are not experts in copywriting, programming, search engines or graphic design. Using the services of a professional firm with insurance agency experience is well worth the cost. Although it may be cheaper to work with a friend or family member who dabbles in Web site development, the end product may not have the compelling images or content that will differentiate the agency. Ideally, the work should be completed by a firm that has technical expertise, graphic artists and writers.

In this marketplace, good sales and marketing techniques are important to driving in leads and closing sales. The agency Web site is just one marketing material that positions an agency as a top notch company and shows its expertise and capabilities. It can be a good place to showcase the agency's talent, present its client profile and show client satisfaction. Adding advanced functionality can create and track new business opportunities which agencies may not know they have.

Sharon Cunningham, a Best's Review columnist, is a management consultant specializing in the insurance industry. She is based in Glastonbury, Conn., and can be contacted at [e-mail].