You have 15 seconds to catch a viewer’s attention on your insurance website. The importance of these short seconds cannot be over looked. In these first few seconds, viewers decide if your website is worth their time.
It is imperative to portray:
- Who you are
- What you do
- What you offer
Your viewers are not meant to linger on the home page long. But, they expect the page to be attractive, clear and easy to navigate.
How do you do that? We will discuss the ins and outs of making your website stand out over the competition. All while showing your agency’s value to consumers.
Every website needs home page content. This section is a short paragraph listed toward the top of your home page. This paragraph needs to give viewers a clear sense of who you are and what you do.
This introduction is a direct representation of your brand and who you are. If viewers do not feel you can assist them with their needs or if they do not enjoy what they see or read, they will leave.
“I Spy With My Little Eyes…”
Most people are visual. Your homepage’s main photo, or hero image, is very important. There is also your hero message in play.
Now, do not to confuse this with your home page content we just spoke about. The home page content explains who you are and what you do. The hero image and hero message catches the viewers’ attention by using colors, a quick phrase, and call to action buttons.
These are the first elements someone should see when visiting your insurance website. Layering the hero image behind the hero message and three buttons creates a great call to action.
A call to action (CTA) is an instruction to the audience designed to provoke an immediate response, usually using an imperative verb such as Call Now, Find Out More, or Visit a Store Today.
In this case, the CTAs are Manage My Policy, Request a Quote, and File a Claim. These are the main actions this company wants a viewer to take.
A CTA should always be above the fold. This is what a viewer sees when they first come to a website without scrolling down. A CTA’s purpose is to catch the viewer’s attention and get them to do what you want them to do.
A question to ask yourself is, “What is your main reason for having a website?” If it is to get a quote, then focus the CTAs on quoting: Get A Quick Quote!
If it is to contact your agency, then it’s Call Us Today, or Have Questions? Give Us A Call!
A CTA can be anything you want. Just keep it short and sweet, straight to the point.
Responsive means reacting quickly and positively. Today, it is vital you have a responsive website. If you do not have a responsive website, you lose your rankings in Google searches.
According to Betsey McLeod, digital marketing specialist at Blue Corona, up to 70 percent of web traffic happens on a mobile device. And, 57 percent of all online traffic in the US comes from smartphones and tablets.
Plus, the usability of a non-responsive website is very difficult. Is navigating a difficult website valuable? No.
A responsive website responds to the device, improving readability. For example, it would display differently on a desktop, tablet, and large and small mobile devices.
A lot goes into a responsive website design. When you ask your website provider for a responsive site, expect…
- Optimizing images for different devices or using different images altogether.
- Changing the navigation menu to account for how people hold a mobile device.
- Changing links and buttons to be more touch-friendly.
- Ensuring elements like video or tables resize properly, rather than hiding them.
- Resizing fonts for different screen resolutions.
“I Can’t Coach a Zero!”
Everything with marketing comes down to who your target audience is. If you don’t know who you are talking to, you will miss your mark every time.
A phrase I like to use is I can’t coach a zero. If you don’t know your numbers, if you don’t know how your website is doing, you can’t tweak it to be better.
Understanding your target audience helps you determine what kind of marketing and customer service tactics work best.
One of the keys to keeping your marketing different than your competitors is customization and personalization. Essentially, letting customers know you think of them as an individual and understand what they are looking for.
This is where Google Analytics comes into play. Google Analytics tracks your website statistics for free. Google Analytics answers questions like…
- Which pages are viewed the most?
- How did visitors get there?
- Did they arrive through a Google search or type in the website address?
- What is the average time someone is staying on that page?
- Which devices do people use to view your website? Phone, tablet, or desktop?
These are just some of the data points Google measures. If you don’t have a way to track your website, I recommend setting up a Google Analytics. You must have a way to track your website’s performance.
You Are Valuable.
Remember, those first few seconds are everything. Your insurance agency website must communicate in seconds you have what your target audience needs. To do this, your website must have pictures, colors, text that appeal to your audience.
Your homepage must have CTAs that direct viewers to do what you want them to do. And you must be able to measure your website’s performance to track progress. With these elements, you can prove you are valuable and you have what they need.
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