Thus, insurance agency websites are a given for sales and marketing as well as providing interactive service and support functions. At the same time, consumers are often leery of sites where they are required to put in personal data—they want the assurance that the information they provide is safe and secure. With major breaches occurring with depressing regularity, people’s confidence that their content will be contained appropriately is waning. And if they aren’t comfortable with providing their information, it’s impossible to follow up on them and convert a prospect to a customer. So, bottom line, make people feel safe.