Your insurance website should be a vehicle for growing your business. Aside from the monthly updates you should do, make time for a different kind of update: Spring cleaning. This is a chance to look in the nooks and crannies of your website. Clean up content that is either forgotten about or overlooked.
It should come as no surprise, checking your website’s analytics is a great place to start. There are bound to be pages that get little to no traffic. You may even notice pages with traffic declining over time. Take note of these pages with little or dwindling traffic.
It’s also important to see which pages get the most traffic and make sure that content is up to date. Tidying up these pages will get the ball rolling on your spring cleaning. Here’s a few more ideas and places to look for your website’s spring cleaning.
Read All About It
Chances are, your website has some sort of news or events listed. These can appear on the News page, an Events calendar, a Newsletter Archive, or even your About Us page. If your news page or events calendar has fallen dormant, you’ll want to go ahead and delete all the old content.
Don't show you stopped having news or updates. It’s better to have a promise of new content coming soon than have old content lingering.
Gimme Gimme Gimme
Often, long forms have a high bounce rate. Asking for so much information up front can be overwhelming at first glance. Try deleting the long forms or some of the fields.
Ask for basic information that will allow you to respond to the lead. It’s more important to get the lead quickly and then build on it from there.
Stranded at Sea
Start clicking through your website and check for pages on your analytics report. If you have pages floating around on your website you can’t navigate to, either delete those pages or update the navigation on your website. Likewise, if you have confirmation pages that are a dead end and don’t offer anything to the customer, trash them.
The confirmation page should be a rewarding experience and keep the customer interested. Getting rid of dead ends and orphaned pages will improve the customer experience on your website.
Sometimes, less is more. Don’t be afraid to delete content that hasn’t been productive for you. If you’re afraid to pull that trigger though, at least update the pages that have cobwebs. A good spring cleaning can result in your website running much more smoothly and keeping customers more engaged.
About the AuthorMore Content by Kirsten Thornton