Why should you care about a well-designed website? Because your customers want it. And if your agency doesn’t give it to them, your competition will. ITC Vice President of Marketing Becky Schroeder discusses how a well-designed website attracts new prospects and keeps current customers happy.
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More research and transactions are occurring online every day, which makes good website design important to business growth.
Why should you care about a well-designed website? Because your customers want it. If your agency doesn’t give it to them, your competition will.
There are four ways a well-designed website attracts new prospects and keeps current customers happy.
First, a well-designed website makes the research and buying process easier.
According to Adweek, 81 percent of shoppers research a product online before purchasing. It’s no different with insurance.
There are a lot of choices consumers have for insurance. Captive agents, direct writers, independent agents, and now add in insurtech companies. With all this choice, a bad insurance website design will remove you from the options while a good design helps make the choice easier.
What makes good website design? The navigation is easy to find and use. The colors help to tell your story instead of distracting from your message. Important information is easy to find and easy to read.
Next, a well-designed website makes a great first impression.
Seven seconds. That’s how long you have to make a first impression.
Those seconds make the design of your website even more important because it’s not enough time to read your website. In seven seconds, your website needs to convey trustworthiness, professionalism and friendliness. Updated, professional images, good colors and an organized layout make a great first impression.
Third, a well-designed website keeps people engaged.
Engaging a consumer on your website is one of the hardest tasks online. That’s where images come into play as they can improve the user experience.
Images need to enhance your message. Try to match your website images with your brand’s colors. Only use images that are high quality. Even better if they evoke emotion. You can also use images to convey the insurance you provide.
For example, if you sell high-risk insurance, you can show that with a photo of a person skydiving.
Finally, a well-designed website helps people remember you.
Customer service doesn’t mean talking on the phone with someone anymore. It could, in the most simplistic form, mean a person’s experience with your website. When a good website design provides a good customer experience, that is memorable.
Don’t make the mistake of thinking that your website design isn’t important. Because it definitely is. Especially to your customers.