At A Glance: What Your Website Says About Your Business

April 24, 2017 Kirsten Thornton


website usability graphic


Many things factor into first impressions of an insurance website. Your logo, colors, layout, images and popups either impress or disappoint visitors. So often these factors get tackled separately. People try to master one at a time. Sometimes they even focus on one and forego all the others.

Websites involve lots of moving parts, so it’s important to remember how they appear and function as a whole. First impressions are significant.

Keep in mind bad first impressions can leave the following impressions on visitors:

You do the bare minimum.
You don’t pay attention to detail.
You don’t care about your audience.

Positive first impressions can send a different message:

You take pride in what you do.
You have invested in this business.
You carry yourself with professionalism.

So, try to gain some perspective on your website ever so often. Here are a few approaches to help put the entire picture together.

Do you have a clear, identifiable logo? A professional logo builds trust and sets your business apart from others. Don’t miss this chance to be memorable.

Do you have a (good) primary image? Photos are now central to many styles and designs online. Take the time to choose one that reflects your values and resonates with your audience. An outdated or unrelated image will cause visitors to lose interest fast. Make sure it is high resolution, too.

Are your colors too average or too crazy? Most industries have particular colors associated with them. Try to break away from the pack. Set yourself apart from the competition in a good way. Going too wild could feel tacky. Allow your colors to make an impact without being jarring.

Does your website have direction? Often, the hard part is getting customers to your website. Once they’re there, make it easy for them to do what they came to do. Know your audience and provide a good call to action. If there is no clear path or direction on your website, visitors might stray. (And take your bounce rate with it.)

Is your content dated or generic? Don’t get caught with stale, old, standard content on your website. Make sure it’s updated often, reflects your brand, and benefits your customers. If content is boring or confusing, you will seem out of touch with your audience, and thus not a good fit. Make your language easy to understand so customers feel comfortable.

Do you have digital clout? There should be blogs or testimonials visible on your website. They show you know your industry and have satisfied customers. Reading relevant tips or insight is a huge advantage for consumers. Give your business some credibility, making it more personable and trustworthy.


By and large, design plays the largest factor in getting new visitors to stay on your website. Make sure your interface is clean, organized, and appealing. Also, consider the extra advantage a good first impression makes. Down the road, visitors are more likely to accept some hiccups down the line, should they happen. A compelling first impression could be the difference between inactivity and conversion.



About the Author

Kirsten Thornton

Having always been a computer nerd, Kirsten Thornton works on the HTML and CSS that drives Insurance Website Builder websites. Before joining ITC in 2010, Kirsten had the unique experience of attending Loyola University in New Orleans when Hurricane Katrina hit. The storm left the school with costly repairs and lower attendance so she switched majors to graphic design when computer science got cut. Kirsten balances a mixture of back-end coding, front-end designing, New Orleans culture, and Texas pride.

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