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Right now my agency is in the process of expanding and I am at a crossroads. My current site targets non-standard auto and accounts for about 40-50 policies a month.
Because how I've been performing in the search engines, I would like to expand my agency's product offerings and start marketing to preferred auto, homeowners, and commercial lines clients.
My initial plan was to leverage my current website's authority and re-design the site to portray a more premium service and increase my product offerings while still servicing our current customer base. The problem is that marketing to non-standard is completely different than marketing to preferred.
After much consultation, I've been introduced to the idea of keeping my old site the way it is and creating a second site to advertise specifically to this new market. I see the benefits of this route; however, it would require significantly more time, effort, and money to gain traction than re-branding.
I've weighed heavily on both options and would like some of your opinions.
Because how I've been performing in the search engines, I would like to expand my agency's product offerings and start marketing to preferred auto, homeowners, and commercial lines clients.
My initial plan was to leverage my current website's authority and re-design the site to portray a more premium service and increase my product offerings while still servicing our current customer base. The problem is that marketing to non-standard is completely different than marketing to preferred.
After much consultation, I've been introduced to the idea of keeping my old site the way it is and creating a second site to advertise specifically to this new market. I see the benefits of this route; however, it would require significantly more time, effort, and money to gain traction than re-branding.
I've weighed heavily on both options and would like some of your opinions.