16 Questions Your Insurance Website Must Answer

October 2, 2012 Becky Schroeder

You only have three seconds to convince website visitors to stay on your website. If you don't make a good first impression, they will not hesitate to leave and never come back.

When consumers come to your insurance website for the first time, they have questions. Questions you should answer. We look for subconscious clues on a new website to determine if that website is going to give us what we want. Prove your website is trustworthy and that it has the answers consumers seek, and they'll stick around longer.

So what are these subconscious clues we look for? Answers to these 16 questions.

1. Do you have a search box? Is your navigation easy to use and understand?

2. Do you have an About Us page? Can I learn about your employees?

3. Are you real? Do you have an office? Where is it located? What are your hours? Phone number? Do you have a map to your office?

3. Are you on Facebook? Twitter? LinkedIn? How can I follow your social media side to further learn more about you?

5. What is the culture at your agency like? Would I like working with you?

6. If I'm not ready to purchase a policy, how do we keep in touch? Do you have a blog? Newsletter?

7. Is your website secure? If I start to fill out a form, are there icons that tell me your site is safe?

8. Do you have customer testimonials? Where is the social proof that other people have liked working with you?

9. Should I trust you? Are you part of my community? What about any organizations?

10. Will you keep my email address to yourself or sell it?

11. How are you different from another agency?

12. Have any of my friends bought insurance through you? Are they connected with you on Facebook? If so, can I tell by looking at your website?

13. Are you fun? Serious? Quirky? Knowledgeable?

14. What's your story?

15. What do you believe in? Do you make that part of your agency?

16. Why should I pick you over another agency?

That's a lot of questions to answer in a short amount of time. But you can easily answer them with content, graphics or features to instill the confidence needed for a consumer to stay on your website long enough to convert into a lead.

So, how did your website do?

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About the Author

Becky Schroeder

As senior vice president of sales and marketing, Becky Schroeder oversees ITC’s sales and marketing departments. Her specialties include creating and documenting processes; establishing metrics for managing those processes; developing content strategy and generating leads; and driving the overall company sales and marketing strategy. Becky was named an Elite Woman in Insurance by Insurance Business America in 2016. She has a master’s degree in integrated marketing communication from Emerson College in Boston and a bachelor’s degree in journalism from Texas A&M University. Becky is a big Texas A&M football fan and enjoys cooking, reading and spending time with her husband and their three daughters.

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