It only takes a second to form a first impression about a person. Websites are no different. First impressions start with what you see.
Factors such as colors, spacing, text and buttons affect a first impression. The better the first impression, the longer a prospect will stay on your agency’s homepage.
Today we will review, above the fold, video and static homepage images. Both types are effective, if done well. To clarify, above the fold means what the viewer sees on a website before scroll down. And a static image is an image that does not move.
The goal of most insurance websites is to generate leads. You need them to reach your website and stay on it long enough to convert and engage. If your website has a high bounce rate, visitors are leaving your website soon after arriving. Those leads are lost. A way to capture attention right off the bat is with a compelling homepage image.
So the question is…
“Do I use a video or a static image?”
Know Your Brand. Know Your Audience.
If you don’t know who your audience is, you will miss the mark every time. It is critical to know and understand your agency’s target audience. Who is visiting your website? What answers are they seeking? Combine that with your brand when selecting a homepage image. Your brand is a direct representation of who you are. So, start by answering the below questions:
- What do you like?
- What do you prefer?
- What is your preference?
The right imagery will direct visitors to the call to action on the page. Ask yourself: What do you want your clients and prospects to do when they visit your website?
- Request A Quote
- Contact the agency
- Refer A Friend
Video vs. Static Homepage Backgrounds
Click to this insurance website: https://www.rocciinsurance.com/. Here is a website with a video background. Notice the video has a dark overlay. This allows the main call to action (Request A Quote Now) to stand out against the video.
Humans gravitate toward movement. It’s almost impossible to ignore. But, depending on your target audience the video could be overwhelming and distracting. This is where the static image comes into play.
Using a static image simplifies your website. It prevents distractions by having the viewers full attention on the call to action.
Here is a website with a static image: https://www.nicevilleinsurance.com/
People are visual, and the video or photo you choose for your homepage will give off a certain feeling. It is crucial to take the time to review and analyze the imagery you plan to use on your website.
For example, look at the video on this website: https://www.crwinsurance.com/. I get the feeling of family, welcoming, happy, friendly. Each visitor will view your imagery differently but it typically has a focus.
For example, a static photo like this website: https://www.eciagency.com/ is also effective. No people, straight to the point. Umbrellas tell me “We have you covered.” Great concept, simple, no fluff.
The goal, above the fold, is to grab the viewers attention. Thus the homepage is one of the most critical areas on your website. This is where you capture leads and convey what your agency is about.
Decisions about what visuals to use can be difficult. But, choosing your photos should be a thoughtful decision.
Photography and video communicates with your viewers as much as text and calls to action do. But always remember: Your website is a direct representation of who you are. It needs to reflect what you like and the feeling you wish to convey.
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