On your insurance agency website, you should direct viewers where you want them to go. Providing too many choices and places to click can overwhelm visitors. They won’t see a clear path to achieve their goal. Too many decisions can lead them to leaving your website. Instead, you want a simple layout that focuses on a few key elements.
Simple Layout + The Right Elements = Effective Design
The key to a good website design is showing online visitors as much information as you can without overwhelming them. You have only a few seconds to catch a viewer’s attention. In those few short seconds you have to answer questions such as:
- "What is this insurance agency about?"
- "What am I supposed to do?"
- "Is this website legitimate?"
Every person has different motives when visiting an insurance website. You job is to answer as many questions as possible, while keeping it simple.
- Logo -> Describes the agency
- Calls to action -> Directs the viewer to take action
- Relevant content -> Signals the website is legitimate
How do you direct these visitors to complete an action, you ask? Simple, it’s called a call to action, also known as CTA.
Call to Action: A piece of content intended to induce a viewer, reader, or listener to perform a specific act (e.g. Buy Now, Click Here).
The below screenshot is an Insurance Website Builder template. It’s also a great example of using calls to action. The layout focuses on three main areas: Manage My Policy, Request a Quote, and File a Claim. These are each calls to action. And, it is obvious this agency wants visitors to perform one of these three actions.
Lines of Business
Similar to the previous design, this website has specific calls to action. However, the difference between the two is the type of CTAs they are. Where Perception called attention to specific actions, Twilight calls attention to lines of business. This website is more educational and quoting-focused.
The below layout combines both types of CTAs from the previous examples. With this agency, the first CTA we see is What can we help you with? This phrase is personable and talks directly to the viewer. It encourages them to take action and choose a line of business from the drop down menu.
This design also has a subtle Let’s Talk button. This action is available but not the main action the agency wants performed. This website also features a row of line of business buttons at the bottom of the screen.
Knowing the type CTA you should use depends on your target audience. Why are your clients coming to your website? Are they visiting for quoting, educational purposes, or to contact the office?
Knowing your target audience will help make the decision easier when it comes to choosing a website layout and deciding on your calls to action. And, it can help you determine a focus and goal for your agency website.
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