As an insurance agent, you know the importance of making a personal connection. Whether it’s on the phone or in office, you need that personal connection to build relationships.
But, it can seem difficult to build the same relationships through your insurance website.
There are ways to create a personal connection through your website. And, they are similar to how you create a personal connection in the real world.
1. Use Friendly Images
You don't greet a stranger with a frown, do you? You greet them with a smile. At least, you should. That's exactly what your website should do.
Many of our website designs have what we call a hero image. It's the monitor-wide image that's the first thing you see when a website loads.
For those templates, we always choose a relaxing image or a screen full of smiles. Smiling is infectious, so that's why we greet our website visitors with a smile.
Let’s say you're based in Florida and specialize in life insurance and Medicare. You can greet your website visitors with an image of a beach, or of a group of older smiling people. Beauty sells, whether it's facial or panoramic.
Every color has an emotional attribute tied to it. And, many companies are coming out of their shell with their use of color. We're seeing brighter and bolder color palettes in every corner of the internet. Don't be afraid to try something different yourself.
Often, anything to do with insurance is serious. You're protecting a part of someone’s life. But, think about what else you're trying to portray with your company.
Are you a positive, happy bunch? Use a splash of yellow on your website.
Do you want to stand out among the sea of greens and blues, the most requested color palette? Add some pink or purple to your website.
3. Tone of Voice
You’ll need to sell yourself, since online visitors don't get to immediately meet you in person. Make sure your insurance website design has a tagline on the hero image.
Look at that tagline as your handshake, introducing yourself to your new clients. You want it to be firm but also friendly.
We've seen everything from "We've got you covered" to "Protecting Dallas for 35 years." Keeping it simple is important. But, remember to make it unique and have some fun with it.
This is part of your tone of voice. But, remember it needs to remain constant throughout the website. If your tagline has some humor, keep that going throughout your blog posts. (You are blogging, right?).
Insurance is highly regulated and serious. But, you can still personalize your website content so online visitors can get to know you. The more creative you are, the more likely customers will remember you.
5. Don't Try Hard
Working hard and trying hard are very different things. Working hard is a good life skill. Trying hard reeks of desperation.
Whether it's using a color you're not comfortable with, or combining too many design elements, trying too hard is a mistake. Be true to yourself. Stick to your brand and your style, you'll attract the right customers.
About the Author
Jayci Morrison is a design and media specialist on ITC's Insurance Website Builder team. She's responsible for giving each website its distinctive look and then bringing that look to life. She also has a hand in creating AgencyBuzz email templates, ITC marketing collateral, and any other design needs the team has. When she's not staring at a computer screen, she can be found anywhere outdoors with her husband and their two dogs.More Content by Jayci Morrison