Starts by making sure the main goal is to drive new business by attracting people unfamiliar with your agency. If you can do that then you need to make sure you're providing just the right amount of necessary friction along the way. That's an unstoppable combination of highly qualified lead bliss that can dramatically change the agency's complexion. If you lose sight of those objectives along the way allowing your focus to drift beyond its scope you could be preparing its ineffectiveness instead. That's what I talk to John Stuart, of Bill Quickel's Insurance Plus Agency, about his recent trip rebuilding his website.