Building your insurance agency website is like working through a recipe. The small steps you take can lead to a great end result, but like a recipe there are a lot of places where something can go wrong. The same goes for creating your website.
Some mistakes might seem harmless, but they can do a lot of damage. Here are five easy mistakes to avoid so you don't ruin your insurance website.
Step 1: Not Editing Your Content
Typos happen. When you're writing and publishing content to your website, stop and proofread every page before you hit save. Simple grammar or spelling mistakes can make you look unprofessional or like you don't care enough about what you're saying to warrant a second look. Either way, it could turn potential clients away from your agency.
Step 2: Stuff Your Content with Keywords
While keywords are important to your website's SEO, you should use them like seasoning: lightly and thoroughly spaced around. If your content is choked up with keywords and industry jargon, not only will your visitors find your content difficult to read and understand, Google will penalize your website's search ranking.
Step 3: Continually Adding Items to Your Website
One more button won't hurt, or so you think. Insurance agency websites have a lot to offer and can get cluttered fairly quickly. If you try to promote everything your agency has to offer on one page, nothing will stand out and your calls to action will blur into the background and lose effectiveness.
Step 4: Too Many Hands in the Design Pot
Getting opinions from around your office is a nice gesture to help everyone feel included, but if there is not one final decision maker, the process can spiral out of control. Everyone has their unique taste and ideas. If everyone's voice holds the same weight, your website will sit in the proof stage while your agency has no live web presence getting continually tweaked and adjusted with no end in sight. This can slow down the entire process and cause disastrous final results.
Step 5: Ignore Search Engine Optimization
Every time a search engine updates how it ranks websites, it gives specific information to website owners to help keep their website optimized. Pay attention to those changes so you can adjust your insurance website accordingly. If you need more tips for SEO, we've got many posts on our blog dedicated to the subject.
A website is the crux for all your agency marketing. It is often the first chance you have to make a good impression with a prospect. Don't destroy it. Avoid these five steps so you create a website that works well for your agency, your clients and search engines.
Got a question about insurance websites? Leave a comment, and we'll answer it.