A good looking website is important. It communicates to your online visitors that you are a trustworthy insurance agency who cares about helping them protect what is important to them because you care about your online presence. However, looks can only take you so far.
Focusing too much on how your insurance website looks and not on how it performs is like putting lipstick on a pig. (Tweet this!) It can cover up ugliness that if you don't fix can hurt your online success.
Here are the four ugly truths a pretty website can't hide.
1. No Search Engine Visibility
What's more important than looks? Traffic. Your insurance agency website is not going to get traffic if it doesn't have search engine visibility.
Go to Google and do a search. Besides your agency name, search your main lines of business plus your target area. For example, 'Carrollton auto insurance' or 'Fort Worth home insurance.' If you're not getting traffic, it doesn't matter how pretty your website is.
• Target one keyword or keyword phrase on each page and blog post on your website. Use the keyword or phrase in the header tag and content of the page. Make sure the word or phrase sounds natural in your content. Don't stuff your content with your keyword. Search engines don't like that.
• Add meta data (title, keywords, description) to the pages of your website and include your keyword in the alt tags of any images when it is relevant.
• Network with potential referral sources and ask them to link to you. Earn your backlinks.
2. No Leads
Gone are the days when an ad in the yellow pages served as your main lead source. Consumers are going online to research products and services, including insurance. If your insurance agency website is not capable of capturing lead information, you're missing out on potential sales opportunities.
• No traffic? Start blogging and talking about topics your clients will find valuable. When you blog, include keywords they might search. Work on your backlink strategy. Guest blog on your partners' websites.
• Traffic but no leads? Use clear calls to action like Request a Quote or File a Claim. CTAs that only say Submit or Click Here are not as strong and therefore don't generate as many leads. Read this post for more tips to improve your CTAs.
• Leads but no clients? Review your process for following up on website leads. If you don't have a process, create a repeatable one that will help improve your close ratio.
3. Not User-Friendly
The navigation of your insurance agency website can be easy to overlook, but it has a larger impact on its success (and failure) than you may realize. If it is not easy for your website visitors to find the information they're looking for, they'll quickly leave and won't return.
• Don't get creative. Your navigation menu should follow navigation standards because consumers will scan and find what they need quicker: About Us, Get a Quote, Customer Service, File a Claim, Blog, etc.
• Don't include every page of your website in your main navigation. You can group them into categories like lines of business and list the different lines you write in the secondary navigation.
• Use Google Analytics to identify which pages get more traffic and convert more visitors. Make sure these pages are visible and easily accessible in your main navigation.
4. No Changes
When is your insurance website finished? Short answer: never. If you don't continually work on your website, it will start to lose its effectiveness and go stale. You don't need to do a complete redesign every year. But you do need to change the content periodically and test new ideas to see what works best for your website.
• Use A/B testing to try new things. You can test landing pages, CTA buttons, videos and images.
• Ask your clients what they like about your website and what they'd like to see. A survey gives your clients a chance to tell you what is working and what needs improvement.
• Simple changes to the content of your website can help boost SEO. Don't overthink it.
The bottom line is your website needs to be both pretty and functional. It needs be more than an online brochure.
Got a question about your insurance agency website? Ask us in the comments.
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 two daughters.Follow on Twitter More Content by Becky Schroeder