Teach Your Old Insurance Website New Tricks

October 31, 2016 Kirsten Thornton

dog at laptopNo matter how good your insurance website design, times will change. Design trends will evolve. With time, your website will get stale.

You don't have to do a total redesign. Just breathe some new life into your website.

Here are a few ways to update your insurance website without spending too much time or money.

Update Those Reviews


Have some testimonials on display for your website visitors? Make sure they're recent.

A few months in real life can appear to be an eternity on the internet. A sudden drop off in testimonials looks like you stopped pleasing clients.

Don't get too comfortable. Keep asking for those testimonials.

Rearrange the Furniture

Just like in a home, sometimes we need to view the major items from a new angle.

Does your insurance website have a lot of extra information in the header? Try moving some down by the footer!

Navigation menu hanging out in the middle? Try sticking it to the top of your website.

Don't be afraid to stray from convention and move some items around. Taking these risks can keep your website from looking stale.

Keep It Short and Sweet

If you still have long forms on your insurance website, think about cutting it down a bit.

Studies have shown fewer questions and less options lead to a higher rate of conversion. Try a short contact form that promises a response or follow-up in a set timetable.

Don't Forget Carrier Logos

Carriers often merge or update their branding and logos. Make sure you keep up. Don't feature a carrier's outdated logo on your insurance website.

This hurts your relationship with the carrier if it's noticed by consumers. It also sends a negative message about how much you pay attention to your relationships.

Stay Current

This one seems like a no-brainer. But, like I mentioned, an abandoned blog is a negative for your website.

If you've run out of ideas, don't be afraid to stray from the topic of insurance. Blogging about current events shows a more personal and in-touch side of your agency.

Start with a few fun posts that relate to consumers while still being outside the realm of insurance.

Plus, fresh content on your insurance website also helps you rank in the search engines.

Try Sweepstakes or Specials

Time sensitive contests are a great way to bring some excitement to your website. It also ensures there is fresh activity for your agency too.

There are lots of ways to go about it. Monthly or quarterly referral program. Timely social media contests like Halloween costumes or Thanksgiving recipes.

These are fun ways to test the temperature of your audience and gauge their engagement with you.

Address Pages with No Traffic

Content is king, but fruitless content can be detrimental. You may think that since nobody is reading it, why waste your time adjusting it.

But someone is reading it: search engines.

Fresh content speaks volumes to search engines. No matter how hidden this dusty content may be, search engines know it's there and getting stale.

Don't let old content stink up your insurance website and bring it down in rankings. Update it and create high-quality content instead.


Don't get caught getting too comfortable. Try some of these tips.

You can put most of these changes in place in a few days. Or, work them into your normal routine. You'll get them all done in a short amount of time.

Read more...

About the Author

Kirsten Thornton

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.

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