If you're thinking about updating your current insurance website, or getting your first website, in the new year, there are some mistakes you definitely want to avoid.
1. Forgetting the mobile version of your website
Smartphones are becoming increasingly popular as more and more people use them to search and browse the Internet. Most people when looking at websites on their phones are looking to make a specific action immediately, whether it's to call you, find directions to your office, file a claim or get a quote. If your website does not have a mobile version, your mobile visitors will become very frustrated, and you could potentially miss out on what would have been a sale.
2. Hard to find contact information
Have you ever visited a website looking for a phone number but the only way to contact the business was through a contact form? Frustrating, right? Display your phone number prominently on your website. (For our agents, we like to put the phone number at the very top of every page of their insurance websites.) Make your social media buttons easy to find. On your contact page, have a form but also include the other ways a visitor can contact you.
3. Stale or boring content
It is important to make your website visually appealing so that your visitors will want to stick around (and the design is definitely the fun part of building a website), but the content is just as important if not more important than how your website looks. This is because search engines can't see how your website looks. They can only see what it says, and they use your content to decide whether or not to display your website in the results. If your content doesn't ever change, or it's not relevant to the keywords you're targeting, the search engines won't show your website and you won't get any traffic.
4. Keyword stuffing
While optimizing your website for the search engines, you might be tempted to cram a bunch of keywords into the content of your website. Do not do not do not stuff your content with keywords. Search engines are really smart at detecting when you use black hat SEO techniques and will penalize your website for using them.
5. No calls to action
When someone comes to your website, what do you want them to do? You need to tell them what that is. By not providing calls to action, your website could be creating confusion because your visitors aren't sure where to go.
If a new website or updating your current website is part of your marketing plan for 2013, we've got a holiday special you might be interested in. Give us a call at (800) 383-3482 for more information, but hurry because our special ends on January 2nd.
About the Author
As vice president of marketing, Becky Schroeder oversees ITC’s growth through marketing and drives the overall marketing strategy for the company and its products. Her specialties include advertising, social media, email marketing, content marketing and public relations. Becky 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.Follow on Twitter More Content by Becky Schroeder