The Ultimate Guide to Building Your Insurance Agency Website

February 8, 2016

Insurance website design


Building your insurance website can be an exciting process. This is especially true if it's the first website for your insurance agency.

It takes time, patience and money to build a great website. As the hub of all your marketing efforts, it's important to get it right.

Your insurance agency website should present you in the best light. It should build a strong online presence for your agency.

If you're about to build a new website, here are the steps you need to take.

Step 1: Figure Out Your Brand
To find out what your brand is, start with these basic questions:

  • What does/will my logo look like?
  • What colors match my logo?
  • Is there a graphic, icon or symbol I would like to repeat throughout my website to create a theme?

Be consistent. Your website and other marketing materials need to look similar. This enforces your agency's brand.

Step 2: Decide What the Focus of Your Insurance Website
Your website will be more effective if you focus on one or two things.

Maybe you want your insurance agency website to offer quotes and generate leads. Maybe you want your website to focus more on education and client retention.

With one focus you will fine tune your priorities and be more likely to accomplish your goals.

Step 3: Find Your Design Style
Do you like a simple, open design style? Or do you prefer a more structured, professional look?

When it comes to your insurance website, choose a style that fits your agency and its brand. After all, you will use this website a lot. So you should like it just as much as your clients do.

Not sure what your design style is? Here are some great insurance website design tips.

Step 4: Pick Visually Striking Photos
Photos are a great way to make your website more appealing. Large photos with contrasting colors will draw the eye and guide people to your calls to action.

Choose pictures that show off local landmarks. They will add a familiar feel to your website and differentiate you from non-local agencies.

Read this blog if you need more tips on choosing the right images.

Step 5: Focus on Your Most Important Features
Your insurance agency website should be useful, both to your team and your clients. This means showcasing the main focus of your website (what you decided in Step 2).

If your main focus is lead generation, place strong calls to action to your quote and contact forms. Also, make sure your contact information is visible and easy to spot.

If you chose to focus on education, highlight the FAQs page. You can also link to your main lines of business pages.

Step 6: Write Original Content
Google adores original content. So spice up your insurance website by writing content unique for your agency.

If writing unique content for your entire website is daunting, start small. Write your home and about us pages. Then continue from there. There are also many freelance writers and marketing service firms who can write content for you, if that's not your cup of tea. The main thing is your website content is unique to you.

Start blogging. (Do you have trouble thinking of a topic to blog about? We publish a monthly list of 10 content ideas you can use on your blog or newsletter.)

Browsing other websites for ideas of what to write isn't a bad idea. But, never duplicate or copy someone else's content. The search engines will flag your website, which will hurt your online visibility.

Step 7: Make Space for a Blog and Social Media
As mentioned above, blogging is a great way to remain visible online. It may seem scary at first. But a short, original blog post once a month can do wonders for your website's optimization.

Don't forget to advertise your agency's social media pages on your insurance agency website. The best places to put these icons and links: at the top of your pages, near the phone number or on the bottom.

Step 8: Pick Between Responsive vs. Custom Mobile Website
These days, you cannot ignore your mobile traffic. The way your website displays on mobile devices can make the difference in whether a mobile visitor converts into a lead.

Generally, you have two choices for how to approach your mobile website.

One option is a responsive design. Responsive design is the most consistent no matter the display size. The downside of this type of website is that it can be more time-consuming and expensive to create.

The other option is a custom mobile insurance website design. This is an easier alternative but usually does not look 100 percent like the normal desktop version.

Step 9: Read, Revise and Edit
Proofread all your website content for typos and confusing sentences before you go live. If you need too, insert bullet lists and make paragraphs shorter. This will make your content easier to read.

You should also test your features and forms. Put on your consumer hat and use your website like your clients will. Poke your website in every way you can imagine to check for errors. Then fix them and try again.

Step 10: Launch!
Don't make the mistake of letting your insurance agency website sit in the proof stage forever. I'm going to let you in on a secret. Your website is never finished. The sooner your website goes live, the sooner it can start working for you.

Once you've cleared up all typos and tested all pages, go ahead and launch your new website. You can always tweak and make adjustments as you go along.

A new insurance agency website is a big deal. It can generate leads or allow your clients to manage their policies. Your website is important. Make sure you do it right the first time with this ultimate guide.


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