Designing your first insurance website can be a daunting experience. After all, your website is your digital handshake with prospects.
Even if you're creating a simple website, there are elements that make a big first impression.
Before you do anything, ask yourself these questions. The answers will help you design a great insurance agency website.
1) Who is your target audience?
Who are you trying to reach? In other words, what demographic is the primary source of your agency's income?
Your insurance website should be inviting and easy to use for anyone. But, make sure it has that extra touch for your target audience.
Do you sell daycare insurance? Maybe some fun, bright colors would be a nice touch to show that you specialize in that line of business.
If you focus on selling Medicare, you might want to use a more serious palette. Photos of seniors and a larger typeface might be some good options too.
2) What will your color scheme be?
It is important to keep your brand consistent.
If your business cards are green and gold, don't make your insurance agency website orange and blue. There might be some confusion.
Using the same colors from your logo and other marketing materials will show visitors they're in the right place.
If you don't currently have any of those marketing items, don't fret. We've talked before about color on websites and what colors work best for different agencies.
There are also resources like this one that explains some of the psychological effects of color combinations.
3) What is the purpose of your website?
What are you trying to do with this insurance agency website?
Are you trying to generate leads? Quote and contact forms are a great way to do that.
Or, is this more of a customer service website for existing customers? Make your referrals and customer service forms easy to find in that case.
The point is to identify the purpose of your website so you can then fulfill that need for your visitors.
4) Have you thought about your mobile presence?
We do so much on our smartphones today. Last year Google changed its algorithm, and mobile-friendly websites started ranking higher.
Being mobile friendly is critical for the success of your insurance website. You have options for your mobile presence. Enter: responsive websites versus mobile websites.
Responsive is a good route if you're building a new website and want to create just one layout.
With responsive design you have one website for desktop, tablet and mobile. The responsive design code automatically adjusts the layout of your website for each device.
Here's an example of a responsive design when viewed on a smaller screen:
Maybe you already have a website. Or, maybe you want more control over how it looks on a mobile device. You might consider creating a separate mobile website. It is also called adaptive design.
Mobile websites can still match your agency's current look and provide that mobile presence.
Here's an example of an adaptive design:
5) Have you set up social media profiles?
As it turns out, social media wasn't a fad. For insurance agents, social media platforms work as 21st century word of mouth.
Make yourself more accessible by creating a business page on Facebook, Twitter or LinkedIn. Your clients expect to find you on social media. Don't forget to link to your accounts from your insurance agency website.
There are even options for displaying your social media news feed on your website. This takes one more click out of the process for someone looking for your social media presence.
6) Have you thought about blogging?
This is a question I ask all my agents. Before writing this post, I did a search for different types of blogs like movies, insurance, etc. I found many hits for each one. You can find a blog on almost anything.
Blogging is a way to connect with your audience. It's more personalized information than on standard insurance web pages. This is because you can use blogging to promote information and professional advice. Consumers will take notice of this.
You can display those blog posts right on your home page. Again, the fewer clicks required to find something, the better for your audience.
A Last Thought
The options you have when it comes to creating a top-notch insurance website are endless. This list will point you in the right direction.
At the end of the day, it's about client interaction. Make sure they recognize you and have easy access to what they need.
Creating a website isn't all that different from what you're already doing on the phone every day. Good luck!
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