Is Your Insurance Website Following These Best Practices?

Your insurance agency website is the first stop for a potential customer. “Is this brand trustworthy?” is the most pressing question in the minds of potential customers when they arrive on your website.

Unfortunately, marketers in the insurance field often face two challenges: The products are not engaging, and the market is overcrowded. So, how can insurance marketers differentiate their business from competitors? In an industry that is incredibly competitive with everyone selling the same kind of products and services, making the best first impression is critical.

The first impression of your business website has a substantial impact on your bottom line, credibility and your ability to generate qualified leads. It is critical to ensure that you are building a website that shows your business is trustworthy and makes visitors confident enough to consider doing business with you.

Factors such as slow page load time, unpleasant design and colors, too many popups and difficult navigation can damage your visitor's first impression of your website. Even the slightest defects can cause visitors to leave your website. The worst part about a poor first impression is it can keep your visitors from returning to your website. According to a study, visitors spend less than 15 seconds on a website. This means you have only 10 seconds to impress your visitors.

Consider the following best practices if you are planning to build a new website for your insurance business. These best practices will help you design a successful website that will work for you:

1. Updated and Engaging Content:  It is critical to inform visitors of the full range of products and services that you offer. Getting in-depth information about your offerings can plant “seeds of interest” in the minds of your visitors. It is a natural way of selling that can help grow your revenue. Some insurance marketers make the mistake of listing all of their products and services on a single “product page.” If your pages are too long, most visitors will not even scroll down past the top 25 percent of the page. Make sure your content is bite-sized and user-friendly.

2. Easy-to-Use Navigation: Simple navigation is the most critical aspect of a successful website. Navigation menus direct visitors to different pages on your website and show them what page they are on and how to reach the homepage. Too many calls-to-action and buttons will distract your visitors, making them click the exit button. People will not waste time on your website if they cannot find the information they are searching for. Keep things simple. Too many buttons and complicated navigation can result in loss of business.

3. Neat Layout: The first thing that attracts a visitor to your website is its layout. Your website should be appealing and deliver a concise and clear message. Your landing pages must include images, graphics and visually attractive content that will make a visitor want to know more about your offerings. Your visitors should feel comfortable and informed when they land on any page of your website.

4. Responsive Design: Your website must be mobile-friendly. Today’s customers are on their phone 24/7, and if they cannot access your website from their smartphone, they will exit your website in the blink of an eye. In fact, according to research, more than 76 percent of potential customers who search for a local business on their smartphone contact the business within a day. In addition, every second, nearly 25 percent of people are using smartphones for browsing different websites, and this is why your insurance website should be mobile-friendly, too.

5. Visible Calls-to-Action (CTA): Even the most updated content, flawless SEO techniques and fast-loading web pages will fail to convert visitors into customers without a well-placed call to action. Visitors will read your information, but without a nudge or a push in the right direction, they will not know what to do next. They may simply go to another website where your competitor will be happy to assist them more professionally and warmly. A strategically placed CTA will create a sense of urgency and drive visitors to take the desired action.

A website for your insurance business is more critical today than ever before. Most potential customers will have a good look at your website before contacting you. They will judge the quality and reliability of your insurance business based on the look and feel of your site. While a most attractive website cannot guarantee success, an under-performing website can be the reason for your failure. A great website represents your business and your credibility, so make sure you are investing enough to keep it fresh and appealing.