Picture this: After talking to your business associates and network connections, you’ve finally found what you think is the perfect insurance agency for your commercial lines coverage. You decide to conduct additional research to learn more about the agency and the value they provide their customers. After waiting for their website to load, you are surprised when you are greeted with a generic home page and outdated graphics, and suddenly become frustrated with the features on the website and the lack of information it provides. After only a few seconds, you find yourself closing the web browser and starting your agency search over.
Sound familiar? This experience is what consumers may have when visiting a poorly designed or outdated insurance agency website, and it’s a surefire way to scare off tons of potential policyholders.
Back in the day, it was enough for an insurance agency to simply have a website. Nowadays, your website needs to be the core of your integrated inbound marketing strategy. It should promote thought leadership content that describes the value you provide policyholders and be built specifically for your target audience. Your website features should be responsive, user-friendly, optimized for mobile, built for search engine indexing, and filled with fresh content. And, it needs to be more than an easy way for visitors to find your contact information.
What a lot of insurance agencies don’t realize is how absolutely integral a well designed website is to increasing conversion rates, which drives business growth for your agency as you convert visitors to leads and leads to customers. According to Google, the average potential customer will visit your website six times before taking any action. If they don’t like what they see on your website, it’s easy enough for them to flip over to your competitor’s site.
Below are 6 tips for designing an insurance agency website that is more than a virtual billboard, but a valuable and easily accessible resource built with your customers in mind.
1. Take Inventory
Take a look at your key performance indicators for your website and analyze their performance. Are you experiencing high bounce rates? Do your visitors only stay on your page for a short period of time? Are your conversion rates what you expected? These indicators will show the areas of your website that need tweaking, and the areas that perform well for your insurance Brand.
2. Designing for Your Buyer Personas
What a lot of insurance agencies don’t realize about web design is that their buyer personas need to be the primary consideration for their website decisions. If you don’t design your site for your current and potential customers, who is it for?
It’s important to establish personas that represent the key segments of your target audience for both commerical lines and personal lines customers. The website features that are attractive to your younger demographics may not be as attractive to your older demographics. Keep this in mind when building out each page of your website.
3. Decrease Loading Time
What’s the longest you’ve waited for a page to load? According to a Radware study, if a page takes more than eight seconds to load, visitors will only spend about 1% of their time actually looking at primary content. Every second waiting for a page to load is another missed opportunity to increase your conversion rate.
Decrease your website loading time by removing unnecessary flash plugins, using html5, and avoid gigantic graphics and ultra-HD images if they’ll only be seen as half-loaded roadblocks for your visitors. Following these tips will allow your web pages to load faster, keeping potential customers on your pages longer.
4. Optimize for Search Engines
What’s the point in building a speedy, user-friendly website if nobody can find it? It’s like putting up a billboard behind a tree – useless. It’s the same idea online. Create content based on specific keywords your buyer personas use when they search online. Fresh content, reliable resources, relevant page topics, and credibility are among the many things that will put your website at the top of a customers’ search results.
5. Build a Responsive Design
Optimizing your website for mobile is necessary in today’s day and age. In fact, about 60% of all Google searches are conducted on a mobile device. So, if your website does not have a responsive design by optimizing itself for mobile devices, you are missing out on more than half of your potential customers.
Search engines give credit to websites that respond to their environment. Your insurance agency website should format itself to be user-friendly whether a visitor is searching on a smartphone, laptop, or tablet. Building a responsive website design that adapts to various devices will give your website more credibility with search engines, placing you higher in your potential customers' search results.
6. Keep it Fresh
Maintaining your website’s status as a vital part of your insurance inbound marketing strategy means making sure it’s regularly updated and as current as possible. This also means scrubbing out old content and keeping new material flowing. Maintain your website with new and valuable information, and potential customers will continue to trickle in.
Blogging is an excellent way to keep new content flowing through your website. Think about it: every time you publish a blog post on your website, you are creating a new web page emphasizing the credibility of your site. Blogs are valuable to keeping your website fresh with new content for your visitors, and it will increase the amount of traffic to your site as consumers search online for the answers you are providing.
Does your insurance agency website need a refresh? Download our free eBook, The Essential 10-Step Website Redesign Checklist, and start optimizing your website today.
Differentiate your insurance practice and increase your website’s conversion rate today. Let's touch base and I will put the Hult Team’s experience to work for you. You can contact me at 309-673-8191 or firstname.lastname@example.org, and together, we can create a better focus on your insurance Brand.