Upgrading Your Insurance Website? Avoid These Rookie Mistakes

October 9, 2017 Matt Farrell

 

man navigating pitfalls
 

If you follow our blog, you know we recommend the occasional redesign or template upgrade. Much like anything else in this world, design changes fast.

Interior design goes through phases. Art goes through phases. Web design is no different. What I want to talk about here, though, is how you can make the upgrade process a little smoother. Don’t fall victim to a few of these rookie mistakes.
 

The “It Doesn’t Make a Difference to Me” Trap

I hear this one a lot. Agents tell me, “My clients don’t care how the website looks,” and “I’m just doing this because it’s part of the process.”

Designers want you to get involved in the design process. That is because at the end of the day, clients will notice. Humans are visual creatures by nature. If your website looks older than your competitor’s, potential customers will notice. They will gravitate to the website that looks newer and fresher.

If you have design ideas, let your designer know. Be an active part of the consultation process. The more ideas you have, the more conversation you can create with your designer. Then, the more customized your upgrade is going to be.
 

The “They’re Just Images” Myth

Like I mentioned above, humans are visual creatures. Image selection can impact your conversions.

Don’t believe me? Take a look at this case study and let science do the talking. They found image selection can have a 40 percent impact on returns.

It comes down to a few simple rules when selecting imagery: Color, relevance and resolution.

Colors in photos should be complementary to your branding. It doesn’t have to be the same, but it should fit in the scheme.

Photos should relate to your sales. Don’t have boat pictures if you don’t sell boat insurance. Also, don’t include pictures of palm trees and beaches if you live in Iowa.

Finally, large images sell better. They also scale better. Use large vibrant images to sell your products. I promise, it will make a difference. In fact, I did a whole presentation on pictures. View it here.
 

The “Content is Evergreen” Philosophy

All content is not evergreen. In fact, search engines only give you about a six month runway on old content.

This means you should update your content at least twice a year. The industry changes. Laws change. Customer preferences change. Everything changes. Make sure all your content is up to date.

An upgrade is also a great time to make sure your content is up to date. You’re already changing the graphics, why not change the wording as well?

Write a blog to share the news about the upgrade. Change your bio. Make sure contact information is current, too. Updating website graphics is great and will impress your audience. But, it should only be the beginning of a whole revamping process.
 

 

These are a few of the pitfalls people can encounter when faced with an upgrade. The bottom line is stay involved in the process. Be an active voice in making sure your website comes out as you want it to. A little TLC will go a long way with your clients and with the search engines.
 

Did you recently upgrade your website? Did any of these tips help with the process? Let us know by leaving a comment below!

About the Author

Matt Farrell

As a website coordinator, Matt Farrell is the initial contact to customers who purchase Insurance Website Builder. He coordinates all aspects of website design between the customer and our graphic designers. Before joining ITC in 2016, Matt worked as a meteorologist and broadcast reporter. He has a bachelor’s degree in communication studies from the University of North Texas and a bachelor’s degree in meteorology from Mississippi State. Matt enjoys bowling, playing golf, and spending time with his wife, two dogs and a cat.

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