A recent newsletter put out by Confluency Solutions recommends adding a separate phone number to your website. Allowing you to track how many people go to your insurance agency website looking for your phone number. This is something that the phone book companies have been doing for years but the price is a lot cheaper if you do it yourself.
Google Grand Central – calls can be automatically rolled to any number (like your normal agency phone line). The service is free, but is not widely available. grandcentral.com
Vonage - Small Biz Basic from Vonage at $40/month (1500 minutes, $0.039 per min after), – You can also get area codes and exchanges for ads you might be running in different market areas. vonage.com
Skype - This service has been around as a computer-to-computer (Skype user) type of VOIP for a long time. More recently Skype added the ability to call land lines and cell phones, and to register a traditional phone number to your Sype account so you can receive calls from land lines and cells. The cost of a traditional phone number is $60 a year; calls can be automatically be forwarded to your regular phone line at the rate of $0.021 per minute. skype.com
There are some advantages to adding a separate phone number to your site however; you will want to be careful not to confuse customers who have been calling the same phone number for years.
You might be tempted to just use a separate phone number on your regular home page, but be careful. Customers will be used to seeing your phone number in other places, and your agency may have had the same phone number for years. Broadly displaying a different phone number on your website will confuse some customers, especially since a large number of your customers will look up your website just to get or verify your phone number before calling.

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