Time to freshen up the Web site.

Agencies need a rock-solid Web presence. I-Marketing Management sees nine common online mistakes:

1. Who's on first? Put somebody qualified in charge of strategic management of the Web site.

2. You're so last century! Most agents rarely update their sites. Some material should be updated weekly; the rest monthly.

3. Dull & lifeless. The site should reflect your brand characteristics, such as your personality, credentials, carriers, products, services--and your employees and best customers.

4. Where are you? Many sites challenge you to find basic information, such as address, office number, emergency numbers, directions, operating hours. Suggestion: Include exterior office photos as well.

5. layout nightmare. Users read Web pages in an "F" pattern (horizontal across the top, horizontal across the middle, and vertically down the left). Avoid PDFs. Don't overuse Flash and video (and allow users to skip that animation).

6. Link rot. Avoid making false promises (weak or nonexistent content) and links going to error messages.

7. Fill this out. Use a form asking for basic information, a phone number and best time to call. Promptly follow up as requested.

8. No 24/7 service. Your customers may not want to buy online, but they certainly want to be able to service their account. Make it easy for them to do so.

9. Poor marketing. Once you have your site in better shape, link to and from sources of leads, such as membership groups, directories, carriers, and business partners. Consider paid searches and online marketing.

--Peter van Aartrijk Jr., co-founder of I-Marketing Management.

Insurance Marketing is compiled by Managing Editor Lynna Goch.