3 Reasons Insurance Website Content Doesn’t Matter

February 10, 2016 Kirsten Thornton

content is king


If you clicked to read this blog because of the title, then I've already proven my point. No beating around the bush. Content is important.

Insurance website design is important. It improves readability. It guides your visitors around your website. It creates a sense of sophistication and professionalism. But design can only do so much for your insurance agency website.

Your website content explains what products and services your agency offers. If you're not paying attention to your content, you will suffer. Old content can send the wrong message. Not enough content is also saying something about your agency you don't want said.

Sadly, when it comes to content, there are many excuses for why content is not a priority. Here are three common excuses I've heard.

'My Website Design is Perfect'

You can spend weeks, months or years working to make the vision of your insurance website come to fruition. You let a professional do the design work.

Then when your website is done and live, you don't want to touch it.

Usually, it's out of fear that you'll break something. Maybe you don't understand the ins and outs of websites or are exhausted with the whole project. So, you opt for default content or, worse, Lorem ipsum.

After all the work, you end up with a website that's beautiful, but the content is not. Sure, your insurance website design looks great. It encourages people to look around. But, it's your content that converts visitors into leads and lead into clients.

Putting your design first is the easiest way to let your content fall by the wayside. So, don't do it.

Set aside as much time to create high-quality content for your website as you did on the design.

'I'm Targeting Specific Keywords with SEO'

There is a natural desire to want to be at the top of the search engine results. Coincidentally, focusing on just SEO can be bad for your website content.

If you're on the first page of Google, it's easy to become complacent because your SEO efforts worked. On the flip side, if you're not in the top 10 search results, it can feel like an uphill battle.

The truth is, you can't afford to not touch your website content. SEO is never done.

It's important to continually update content and not become too comfortable. Algorithms change quickly. Plus, there is always another agency looking to take your spot.

'I Want to Keep It Simple'

Attention spans are getting shorter by the day. There is a serious push for customer service and information to be quick, easy and simple. But, this doesn't mean you have to sacrifice your website content.

Keeping your content simple does not always mean minimizing it. Sometimes minimal content can leave people lost and confused.

Instead, make your content useful and worth your visitors' time. This includes making your content more scannable with bullets points and lists.

Website practices and standards change. You can explore different approaches and test new ideas. But remember content is vital to the success of your insurance agency website.

Need some writing tips? Check out these blog posts about content and writing:

How to Write for Your Insurance Website
4 Tips for Writing Clear Content for Your Insurance Website
Why You Should Have Control of Your Insurance Website Content

About the Author

Kirsten Thornton

Having always been a computer nerd, Kirsten Thornton works on the HTML and CSS that drives Insurance Website Builder websites. Before joining ITC in 2010, Kirsten had the unique experience of attending Loyola University in New Orleans when Hurricane Katrina hit. The storm left the school with costly repairs and lower attendance so she switched majors to graphic design when computer science got cut. Kirsten balances a mixture of back-end coding, front-end designing, New Orleans culture, and Texas pride.

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