Let's imagine for a second your insurance website is an employee, not a hunk of technology.
As an employee, it deserves to function to the best of its ability. And, as your needs change over time, its role can change too.
Make sure you're not ignoring your website's strengths and weaknesses in relation to your agency's needs. Here's how.
Woulda, Coulda, Shoulda
We expect a lot from our devices and the digital world. Do you have similar expectations from your agency website? Your target audience might.
With a bit of observation, you can learn what your customers need. They may need a website that guides them every step of the way, with everything automated. Or, they only need a place to land before relaying their needs to an actual person.
Once you know your target audience and their needs, set expectations for your website. Implement necessary changes.
I recommend a balanced approach for your customers. Technology can be quite helpful in a supplemental manner.
Make sure you're not losing potential customers by relying only on what technology can do. But, don't be quick to dismiss your website as an effective tool before you asses its best role for your business.
Websites are not one-size-fits-all. Websites can also enjoy nurturing and development, like a good employee. Appreciate it for all its possibilities.
Numbers Don't Lie
For a baseline, check your website's analytics. See what's popular and how the traffic is. Go through this website checklist.
After looking over the data, you should be able to tell what's working and what you can improve. Use these numbers to inform your decisions moving forward.
For example, there are endless combinations of widgets, forms and plugins for websites. Now's a good time to test something new. Don't continue to do the same thing expecting a different result.
Equip your website for success and continue to track the metrics. Like skills on a résumé, your website needs the right tools to accommodate your business and customers.
Simple Solutions to Keep in Mind
With websites and their infinite possibilities, it can be hard to pick one direction to go. When in doubt, keep it simple.
If you have links, forms and content that aren't gaining traction, try switching to one general form. Use a more simple call to action.
If you have a particular page of your website that's popular, build on that. If you have little to no traffic, try blogging or other marketing tools.
A Marathon, Not a Sprint
As with most worthwhile things, success takes time. Don't give up on your website if you're not getting the results you want. Don't ask what your website can do for you, see what you can do better as well.
Don't sit back and expect your website to do all the work. Take the time to figure out what you and your customers need out of a website. Be willing to put in the effort to develop it as a tool that not only works for you, but with you.
About the Author
Having always been a computer nerd, Kirsten Thornton works on the HTML and CSS that drives Insurance Website Builder websites. Before joining ITC in 2010, Kirsten had the unique experience of attending Loyola University in New Orleans when Hurricane Katrina hit. The storm left the school with costly repairs and lower attendance so she switched majors to graphic design when computer science got cut. Kirsten balances a mixture of back-end coding, front-end designing, New Orleans culture, and Texas pride.More Content by Kirsten Thornton