One of the topics I talk quite a bit about in presentations to agents is the need to keep agency Web sites updated. If agents are going to use their Web sites as an integral part of their overall business strategy, the sites need to be updated so clients and prospects will have a reason to visit.

We decided to take our own advice.

The TAARReport Web site has been available to subscribers and others for a number of years. Each month, an electronic version of the print publication is made available so you can access the information at your desk or wherever you happen to be. But the look, feel, and functionality of the site have not been updated for several years. And it was looking its age. We decided a complete overhaul was long overdue.

As we began talking about what our new site should look like, the first question we had to answer was: "What is (or should be) the purpose of the site?" After thinking about it and talking with several people, I decided the purpose of the site is to: 1) provide easy access to information for our subscribers, 2) provide information about HIGH-TECC, our annual summer conference, and 3) provide prospective subscribers information about the range of products and services we offer. Determining how your site strategically fits into your overall business plan is the most important decision you need to make. Until you determine the purpose of the site, you won’t know how it should be designed.

Enhancements

The new site reflects the purpose we defined. The home page is much less cluttered. Headlines from the current issue are listed on the left side. Subscriber log-in information is on the right side. The first time you log in as a subscriber, you can check the "Remember Me" box so that on each subsequent visit you won’t need to log in again. As a subscriber, your name will be displayed and you will have immediate access to the full subscriber section. In the center of the new home page, you’ll find a flash presentation about HIGH-TECC 2002. Normally, I am cautious about recommending the use of flash on a Web site, due to the time needed to load the presentation. Yet, over 80% of our clients (agents) have access to a high speed Internet connection. This presentation will be updated to highlight different aspects of the services we offer.

A more subtle change you will notice is that the color scheme of the site will change each month to match the color of the print newsletter. So if you don’t like the color one month, just wait — it will change.

Some additional enhancements you will see in the future include full subscriber services and an enhanced message board. You will be able to see your subscription status and change your address and e-mail information. And my goal is to make the message board a true online community where you can ask questions and receive practical and useful answers from other agents and experts.

I want to thank Tim Woods of Artizan Computing and his staff, Jim Walsh, Adam Lyster, Tom Trias, and Amanda Hebert, for their high quality, creative work. I hope you like the new site and would love to hear your feedback. Feel free to tell me what you like and what you want changed and/or improved. Send an e-mail to steve@taarreport.com.