Insurance Web sites not up to par

According to the Internet Standards Assessment Report (ISAR) released by the Web Marketing Association,
The insurance industry has underperformed the overall industry benchmark in six of the past nine years, according to the Internet Standards Assessment Report (ISAR).
The report, published by the Web Marketing Association, says the underperformance is evident in the three-year criteria averages where insurance Web sites lag behind the overall averages in every category.
“Content and copywriting tend to be the strong suits for insurance Web sites while they lag in innovation due to the conservative nature and risk adverseness of the industry,” William Rice, president of the Web Marketing Association, says. “Many insurance companies were late developing dynamic Web sites because they generally relied on a sales force to sell their products. Insurance sites still tend to be more focused on the agent and broker community rather than the end consumer, except for the few insurance companies that sell their products direct to consumers. “
The Report, based on data collected from 9,748 Web site evaluations in more than 80 industries, is the result of nearly a decade of independent evaluations of Web site development based on seven categories: design, innovation, content, technology, interactivity, copywriting and ease of use.