How to Determine What Your Agency Website’s Goal Should Be

June 11, 2018 Karly Baker

Man standing with large drawing

“People with goals succeed because they know where they’re going.”

— Earl Nightingale

An insurance agency won't be successful without defined goals and objectives. 

But, what about your website?

The importance of having goals and objectives for your website cannot be understated. Yes, your web designer can help you achieve an attractive design. But, this goes beyond aesthetics.

Goals are vital to your agency’s successful online presence. Goals are the difference between a website you use as a tool versus an online business card. You need goals to make your website work for you.

Be Cool

It is easy to get caught up in the fun parts of creating your website. Colors, images, logos, and motion graphics are important. But, they are not the starting point.

Step one of the design process is actually defining the goals and objectives of your insurance website.

“Without goals, and plans to reach them, you are like a ship that has set sail with no destination.”

— Fitzhugh Dodson

Understanding your goals will increase your ability to better serve your target audience. They are your key to reaching success online.

Getting Warmer

Who is your target audience? In other words, who are you trying to reach with your website? 

You'll need to identify your ideal client. Then, tailor your website to them. And no, your ideal client isn't everyone or anybody. If your website is aimed at everyone, it’ll attract no one.

Your website will appeal specifically to your target audience by answering their questions. Prove to them you are worth their time and you can be a valuable asset. You understand their pain points and will work diligently to resolve them.  


Hot, Hot, Hot

Start by listing out what you are trying to accomplish with your website. Then, answer each point with “How am I going to achieve this?”

Digital marketer Craig de Fasselle lists some simple website goals and corresponding objectives…

  • Goal: Increase sales
  • Goal: Becoming an authoritative resource
    • Objectives: Providing quality content on your website, regularly adding new information, establishing trust, marketing your website on other websites and social media.
  • Goal: Improve interaction with existing and potential customers
    • Objectives: Email marketing, online support (live chat), webinars, and content designed to give your visitor a reason to come back.
  • Goal: Build your brand
    • Objectives: Active social media program, promotions, reputation management


Having a great looking website will only catch the viewer’s eye for a second. At the end of the day, it comes down to your ability to successfully assist your clients. Knowing your audience 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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