Get S.M.A.R.T. With Your Insurance Website

January 28, 2019 Karly Baker

SMART acronym

It’s easy to get caught up in the fun stuff when creating your website. Even though the bells and whistles are important, they should not be the starting point. Step one is understanding your insurance website's goals and objectives.

The importance of goals and objectives with your website cannot be understated. They are vital for a successful online presence because they can make your website work for you. Then you’ll have a website you can use as a tool instead of an online business card. Your goals will allow you to better serve visitors, and later, convert them into customers.

To set your insurance website’s goals and objectives, be S.M.A.R.T.

S – Specific

Make sure your goals focus on a tangible outcome. Without the specifics, your goal runs the risk of being too vague to achieve. Being more specific helps you identify what you want to achieve. You should also identify what resources you are going to leverage to achieve success.

For example, say your goal is to capture more leads. That’s great, but how exactly are you going to do that? What action items are you going to take to achieve that goal? A revised goal would be to capture more leads by following up within 24 hours of receiving a lead. This shows a clear action of how you are going to achieve that goal.             


M – Measurable

You should have a clear definition of success. This will help you check achievement and progress. This component often answers “How much?” or “How many?”

How is success defined to you? Is it five leads a week? Or $50,000 of business in three months? Figure out what success is to you and be specific with your plan to achieve that level of success.


A – Achievable

Your goal should be challenging but still reasonable. Reflecting on this can reveal barriers you may need to overcome to realize success. Outline the steps you’re planning to take to achieve your goal.

Having a large goal is important to know where you are going. But, it’s important to have set milestones. Hitting these smaller goals lights a fire within us! If you can hit little goal after little goal, you will naturally move toward your large goal.


R – Realistic

Get real with yourself and ensure what you’re trying to achieve is worthwhile. Determine if this goal aligns with your values and if it is a priority focus for you. Goals can get lost if your why is not strong enough.

Why did you start your own business? Why get out of bed and work your ass off? Your why will motivate you to reach the realistic goals you set for yourself. If you can’t get the motivation you need, you don’t have a strong enough why.


T – Timely

This component answers when. Every goal needs a target date. A date motivates you to apply the discipline necessary to achieve it. If there is no end date, there is no push to make specific, measurable, achievable, realistic goals.


Target Audience

For any website goal, it is crucial to identify your ideal or target client. Your insurance website needs to instantly appeal to your target audience. Your website must prove to them you are worth their time and can be a valuable asset. Your website is a part of your brand which is a direct representation of who you are.

If you are not getting the leads you want, take a look at your current website and talk with your design team. You might need to simplify your homepage. Or, replace the slideshow with a static image. Or, tweak the colors of your call to action so it stands out more.


Calls to Action

Otherwise known as CTAs, these are as simple as they sound: A call for someone to take action. Often, CTAs appear as buttons on your website that prompt an immediate response or encourage an immediate sale. If your website goals relate to lead generation in any form, CTAs should be part of your strategy.

Your CTAs do not have to extravagant. They don’t need bright colors and blinking lights saying “Click Here!” Keep your CTAs simple and use them to steer visitors where you want them to go.

There are two questions that make an effective CTA…

  1. What is my prospect’s motivation for clicking this button?
  2. What is my prospect going to get when she or he clicks this button?

If you can answer these questions, you’ll have a quality call to action button.


Set a Goal for Website Success

Having a great looking website will only catch the viewer’s eye for a split second. At the end of the day, it comes down to the quality of content and the ability to assist your clients. Be S.M.A.R.T. with your website goals. Cater to your target audience. Use intentional CTAs. These will help make your website not just a representation of your brand but a tool to convert a prospect into a customer. 

About the Author

Karly Baker

As a website coordinator, Karly Baker is the initial contact to customers who purchase Insurance Website Builder. She coordinates all aspects of website design between the customer and our graphic designers. She graduated from Texas Woman’s University with a Bachelor of Fine Arts in graphic design. Being an athlete since childhood has created a desire in Karly to always strive for excellence and never quit.

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