Top 10 Website Mistakes

May 27, 2009 Laird Rixford

73% of consumers that shopped for auto insurance in the last year did so online.1 With the population of online insurance shoppers increasing year after year, more insurance agents are using the internet to market their agency. While browsing through many of these sites, we discovered agents are making some critical mistakes that very well could be sending their visitors elsewhere for insurance.

  1. Hard-to-Find Contact Information
    Let your customers know how to find you. Be sure to list the agency's name, address, phone numbers, and physical address in a spot that is easily found.
  2. The Site is Poorly Organized and Difficult to Read
    A visitor should be able to know the name of your agency and the services you provide within four seconds of pulling your site up.
  3. Services are Not Listed
    Insurance consumers prefer to use one agent for all of their insurance needs. Don't miss this opportunity to cross sell. Let your prospects and your customers know about all of the services you offer.
  4. Content is Old and Outdated
    Keeping content fresh on your site not only encourages visitors to keep coming back, but also increases your ranking on search engines.
  5. Privacy Policy Not Posted
    With identity theft on the rise, consumers want to know the information they submit will be well protected.
  6. Poor Promotion of the Site
    Advertise your site. List your website address on everything from your business cards to your front door.
  7. Not Cross-Browser Compatible
    According to, Microsoft's Internet Explorer has experienced a steady decline year after year with their latest market share only being 66%. Check out, a free online service that will provide screenshots of your site in different browsers to verify compatibility.
  8. No Personal Photo Nor Background Information
    At a minimum, list how long you have been in business, your mission statement, and what makes your agency stand out from your competition.
  9. Visitor Unable to Communicate Via the Site
    Don't lose a customer because they have no way to communicate with you electronically. Include forms, such as a quote, claim, and payment forms for your client to submit information to you.
  10. Typos and Mistakes
    A sure-fire way to turn off a customer is with a typo or a grammatical error. Even if your website editor includes a spell checker, still have a second set of eyes review your content.

1 - 2009 comScore Online Auto Insurance Report

About the Author

Laird Rixford

As CEO, Laird Rixford is responsible for providing strategic direction and leadership for the company. Rixford has a proven executive management track record and has more than 20 years of experience in entrepreneurship and insurance technology. An expert in insurance technology and marketing, Laird is a recognized public speaker and has presented at industry events across the United States.

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