Insurance Brand Growth


 March 21, 2017

Insurance Marketing: Optimize Your Mobile Web Design

Insurance-Mobile-Web-Design.pngLeveraging content is a powerful tool in your insurance marketing arsenal. It helps with Brand differentiation and customer acquisition; however, if your content isn’t user-friendly, then what’s the point? You’ll lose traffic and visitors if your website isn’t optimized for mobile. Without a mobile-friendly website, your target audience will become frustrated and will never hear about the great products and services you offer. 

But, don’t take our word for it. Take a look at what marketing experts and the number one search company, Google, has to say about mobile-ready websites:

Fact #1: In March 2016, eight out of 10 users were accessing information online via one of their mobile devices, says eMarketer.

Mobile devices are convenient for many people. If you couple easy access with the fact that so many of us are constantly on the go, then it’s easy to see why more and more people are relying on mobile devices to access the internet.  As a result of this, they expect you (the insurance provider) to meet their needs by giving them access to a mobile-friendly website and mobile-friendly content.

Fact #2: Google estimates 61% of users are unlikely to return to a mobile website they have trouble accessing, and 40% of those users will visit a competitor's website instead.

A responsive mobile web design isn’t just a smart idea. If you want to continue to drive traffic to your site and leverage the full power of your inbound marketing campaigns, then responsive web design is crucial to your success.

Responsive websites have the following benefits:

  • Less complex to navigate
  • Optimized for mobile accessibility
  • ROI metrics
  • Perfect for video marketing 

Like you, there are many independent insurance agents who are wondering why they aren’t generating leads or converting visitors, despite their best efforts. The problem may be as simple as transforming your website into a responsive website.

Fact #3: Video content will be responsible for 74% of internet traffic.

Optimized, responsive website design is perfect for video marketing. As an independent agent, you know the power of video marketing. You know that you can engage more people using visual content; however, it’s difficult to do that when your website isn’t responsive. 
          When you only have a traditional website, your video content will stop to buffer while customers are watching. It will also appear displaced throughout your website when they visit it on a mobile device. 

Attempting to place high-quality video content on an outdated website is a turnoff for many customers because it’s a waste of time. As such, it has a negative impact on your inbound marketing campaigns, hindering your ability to generate leads and convert traffic.

Fact #4: In November 2016, Google began testing a mobile-first index.

In 2010, the then-CEO of Google, Eric Schmidt, announced Google’s intentions to move to a mobile-first platform. He stated, “Our programmers are doing work on mobile first. We’ll still have a desktop version, but we’ll also have one on a high-performance mobile phone. The top programmers want to work on mobile apps.”

Since then, Google has completed a number of initiatives to support Schmidt’s statement, including:

  • Introducing a mobile usability report as a Webmaster Tool
  • Creating mobile-friendly snippets for search results
  • Developing a mobile-friendly algorithm
  • Creating Accelerated Mobile Pages (AMP)

Now, Google is testing their mobile-first index. And this is a great opportunity for independent insurance agents. Once you convert your website into a responsive website, mobile-first will allow you to rank higher than desktop websites simply because you have a mobile web design. Since the majority of internet users are accessing websites from a mobile device, traditional web pages will fall below responsive, mobile-ready sites.

Learn more about insurance marketing and the benefits of inbound marketing with our free eBook, The Essential 10-Step Website Redesign Checklist, for a practical approach to creating a new website that’s aligned with your strategic business goals.

Integrate your current strategies with fresh inbound marketing ROI-based ideas to attract more clients to your insurance agency. Let's touch base and I will put the Hult Team's experience to work for you. We can connect at 309-673-8191 or jflynn@hultmarketing.com, and together, we can create a better focus on your insurance Brand.

Download The Essential 10-Step Website Redesign Checklist