Stop! Don't Design Your Website Until You Answer These Key Questions

July 2, 2013 Becky Schroeder

Since the first website was published in 1991, website design has evolved. Websites that were once single column, text-based pages (or an online brochure, if you would rather) have evolved into websites with interactive design and content aimed at engaging with visitors and allowing them to share that content. Plus, there are the mobile visitors to consider (In 2008, mobile Internet access surpassed desktop access for the first time.) as the rise in popularity of smartphones and tablets means more and more people are looking at websites on a much smaller screen.

What does it all mean? Insurance agency website design is about more than looking good.

A well-designed website is going to be aesthetically pleasing as well as easy to use because the first rule in website design is if a visitor finds your website hard to use, hard to look at or both, he is not going to stick around very long. He's going to hit that dreaded back button and find another agency. So you want to have an insurance website that encourages people to stay.

How do you do that?

There are some essential questions you need to think through:

Why do you have a website? In other words, what is the primary goal of your insurance website? Is it lead generation? Customer service? Brand awareness?

Who is your target audience? Consumers, businesses? New customers, existing customers?

What does your website say? Is there a clear call to action so visitors know what to do? Does it clearly say what kind of agency you are?

Does your website work as it should? Is it easy to navigate? Does it work as well on a smartphone as it does on a desktop and in the different browsers? Is it integrated with your agency marketing software?

If you think through these questions at the beginning of the website design process, you will end up with a website that will work for you and help you meet your online marketing goals. But once your website is live, your work is not over.

A website is an ongoing investment that needs to be monitored, analyzed and changed on a regular basis in order to keep it in top shape and working for you.

If you need some help with your insurance agency website or have questions about how to make your website work for you, we know a thing or two about creating websites for insurance agencies that look good and meet the agency's goals. Leave a comment, or give us a call at (800) 383-3482.


About the Author

Becky Schroeder

As Chief Marketing Officer, Becky Schroeder is responsible for driving ITC’s overall marketing strategy for the company and its products. Her specialties include creating and documenting processes; establishing metrics for managing those processes; developing content strategy and generating leads; and developing marketing strategy. Becky was named an Elite Woman in Insurance by Insurance Business America in 2016. She has a master’s degree in integrated marketing communication from Emerson College in Boston and a bachelor’s degree in journalism from Texas A&M University. Becky is a big Texas A&M football fan and enjoys cooking, reading and spending time with her husband and their three daughters.

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