Every insurance agency needs an effective online presence that meets visitor expectations.
We live in a fast-paced world. The proliferation of the internet increases our longing for instant gratification. Online, we desire to have what we want, when we want it.
The user’s experience has priority when it comes to website design. That means if your insurance website isn’t user-first, you won’t convert visitors to leads.
Don’t start worrying, yet though. To appease online consumers and convert them into leads, look to these three reasons. Once you know the cause of your website’s low conversion rate, you can work to resolve it.
1. Outdated Content
Websites with outdated content leaves a bad taste and a poor first impression.
For the most part, users are on your agency website to find out more information:
• Address and directions: If you’ve recently moved locations, update your website accordingly.
• Office hours: Are you closed Sundays? How about upcoming holidays?
• Product information: Make it easy to learn about the coverages and services you offer.
• Contact: Sometimes consumers want to email you. Sometimes they want to call. Give them the option of both.
If this information isn’t updated and readily available, it’s a bad user experience. A bad user experience makes consumers far less likely to convert. Be sure to double check your agency website for outdated content.
2. Low Activity
Websites with low activity are a red flag to consumers.
According to a 2017 survey, 28.9 percent of consumers consider a small business website outdated if it was not updated in more than six months. 24.8 percent considered a website outdated if it was not updated in more than one month.
Imagine two websites selling the same product. One has an updated blog post from the past week. Their website’s social media widget has recent social media posts. The homepage content is relevant.
The other website is almost identical. But, it has a blog post from eight months ago. Their website’s social media widget is sparse. A homepage image from Valentine’s Day is still up.
Which would you trust?
A website with minimal activity indicates you don’t care. Consumers think: Why would this agent care for me when they can’t even care for their own website?
If you have trouble keeping up to date with your website, try a recurring reminder in your email calendar. Or, outsource tasks like blogging and social media posts.
3. Adaptive or Responsive Website
If a consumer visits your insurance website on a mobile device, and it’s not mobile-friendly, they will go to your competitor.
Don’t fret, because you have a few options for a mobile-friendly website design.
Adaptive design uses various layout sizes and types. When the system detects a browser size, it selects the layout most appropriate for the screen. The website’s layout on a mobile phone would differ from the layout on a tablet.
A responsive design adjusts the placement of design elements to fit in the available space.
Not only does a mobile-friendly website help consumers convert, it will also help online consumers find you. Google boosted the ranking of mobile-friendly pages on mobile search results. Searchers can now find results where text is readable without tapping or zooming.
For more information on mobile websites in the insurance industry, read our research report.
In closing, having an updated, active, mobile-friendly website is important to converting website visitors into leads. Otherwise, these issues, left unresolved, can create a disconnect keeping a visitor converting into a lead.
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