Make Your Homepage Skimmable

November 6, 2017 Jayci Morrison

Woman on phone

When was the last time you actually read a full website? What about just a homepage?

Today, visitors skim and scan over information until they find what they need. Webpages with long blocks of content are a thing of the past.

It also only takes seven seconds for website visitors to decide whether they like what they see. Have you ever clicked on a website and immediately left because of how it looks?

Considering both skimmability and visual appeal, your insurance website needs to be pretty amazing. It all starts with your homepage.

Here’s how to get an attractive, easy-to-skim homepage to capture online prospects.

1. Visual Attraction

Your homepage, and really your whole website, needs to beautiful. No matter how important the content is, visitors won’t get past an ugly or old website.

Even the Department of Motor Vehicles is upping their design game.

So, make sure you’re using an attractive color scheme. In insurance, blues and greens are the most popular choices. Be sure to use images with a complementary message and color scheme too.

2. Simplicity is Key

If a customer can’t tell if you can help them in those first couple seconds, they’re hitting the back button.

Keeping things short and simple is always best. If 10 words will work, don’t use 20. This is not the place to impress with your vocabulary skills, use simple terms.

If you can use an image to explain, even better!


The best time to use an image for words is for your lines of business. On our templates, we use icons to depict the top three to six types of insurance offered by your company.

Keep your content simple with descriptive headings and subheadings. Use the inverted pyramid method, which puts the most important information at the top.


3. Taglines

The customer needs to immediately understand what your website is offering. The first sentence customers read should grab attention to keep them on your page.

Either tell customers exactly what you do, or ask what they need.

Look at these examples.

  • “Insuring your needs today!” - Catchy, and will keep customers on your page to find their answers.
  • “Providing solutions with unique experience and knowledge.” - This has key words to keep the customer on your page.
  • “What can we help you cover?” - By asking a customer what they need, you are requesting an interaction. It could help your company come across as interested and caring.


4. Call to Action (CTA)

Some think CTA buttons interrupts the flow on your home page and make it less scannable. If done well, creating a button or two gives the visitors guidance. CTAs also generate leads.

A few rules.

  • Make it stand out. This is where you can have some fun with color. (But keep it grounded in theory). Think about size and shape as another way to make it stand out.
  • Use concise action words such as Click Here, Join Now, or Get A Quote
  • If using many CTA buttons, put them on the same horizontal plane to make it clear the customer needs to make a choice.

5. Make it Mobile

Look at your hands. Now, find your phone. It’s less than six inches away, isn’t it?

Heck, you’re probably using it to read this article. That’s what makes mobile-friendly insurance websites so important.

Your website must look good on every device, from cellphones to large screens. Being able to quickly scan a website on your cellphone is no longer a bonus, it’s a requirement.

I can’t tell you how many websites I’ve left because their site didn’t transfer to mobile. It was impossible to quickly find what I needed.

Don’t be that website! Keep your language simple and your thoughts short. Pick beautiful colors for your customers to enjoy. If you do this and make information easy to find, you’ll have customers coming back time again.


About the Author

Jayci Morrison

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.

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