“Niche” Web Sites

The successful Internet agent will no doubt make several niche web sites to deliver the greatest results. It’s like a fisherman having several hooks in the water. More niche sites for various kinds of coverages will only present a greater chance of succeeding in one line or another, and will eventually develop a strong “presence” for that agency.

You never know what people are looking for. For instance - prior to the Internet, our agency wrote perhaps 25-50 motorcycle policies a year. We had good markets (you have to have good markets to sell!), but we had no way of generating leads. Now, motorcycle insurance is one of the things we do most - as many as 25 policies a MONTH, and those leads come from our web site which was optimized for the term “California motorcycle insurance.”

60% or more of the sites we are designing now are niche sites targeting one type of coverage (such as event, or motorcycle, or homeowners, etc.), or one type of class (such as contractors, businessowners, etc.).

What makes a good niche site? My experience has taught me that a good niche site MUST have certain qualities to make it work. Please take these into account when starting your niche site: