You don't have to look far these days to see the impact of mobile on the web.
More than half of Google searches last year came from mobile devices. Mobile users alone likely logged more than a trillion searches. (Yes, you read that right. A trillion.) There's a good chance that most people you know use smartphones to get online.
Even though the world is going mobile, many insurance agents are still on the fence. They won't dive into a mobile marketing strategy for their insurance websites. After all, people would rather shop on a smartphone for a pair of shoes than a life insurance policy, right?
Well, not so fast.
It's still important to focus on your agency's mobile presence. Even if plenty of consumers are still using desktop computers to get to your website.
Here are a few reasons why a mobile web strategy should matter for your agency.
On-The-Go Information is In-Style
Smartphones have already been around for a decade. The ability to access the web on your mobile phone has gone from a novelty to a consumer expectation.
Even if consumers aren't buying policies on their smartphones, they start their research there.
If the Phones Are Ringing, People Are Searching
In 2006, consumers found your number on your website and typed it into their cell phones.
In 2016, consumers often rely on a click-to-call button to do the dialing for them. And they'll want to see what your insurance website says before deciding whether to talk to you.
Shopping is In-The-Moment
If you feel like the world is moving at a faster pace today, you're not alone.
Technology and shifting consumer demands have transformed shopping. Shopping, once deliberate, is now centered on brief moments of need called micro-moments.
Consumers expect businesses to instantaneously provide solutions in these micro-moments. A strong mobile web presence can keep your agency from being left in the dust.
Context is the Golden Ticket
Middle-earth might have had one ring to rule them all. But, internet marketing doesn't consist of one message to convert them all.
Your desktop visitors have different needs than your mobile visitors. And, each of those mobile visitors might also have different needs.
From finding your phone number to comparative research, you need to have their answer.
It's critical for your agency's mobile website to address all of these needs. Desktop-targeted content on a mobile screen just won't cut it.
Search is Everywhere
Modern consumers expect to find relevant information fast, no matter where they are.
So mobile search now stretches far beyond the browser window. Google, Microsoft and Apple continue to integrate the new frontier of search. This includes app content, voice search, personal assistants and Bluetooth location services.
Also, Google has repositioned itself as a mobile-first company. If your agency wants to compete in the modern world of search, you need a mobile website strategy.
Wrapping It All Up
Many insurance website providers offer a mobile-friendly version of all sites they create. But this is just a start.
Forward-thinking agencies address the needs and concerns of mobile consumers with their websites. These agencies will see the biggest gains in mobile search visibility, traffic and revenue.
The shift to mobile represents a massive opportunity for your insurance agency. Now is the time to act on it.
Have you launched a mobile website strategy? If so, has it been successful? Let us know in the comments.
About the Author
Dylan Brooks helps ITC clients improve the visibility of their agency websites, working directly with them to improve their search engine rankings. Dylan has a bachelor’s degree in communication from the University of Miami, and he is pursuing an Masters in Business Administration from Southern Methodist University. Dylan has extensive experience with writing, strategy and marketing analytics. In his spare time, Dylan enjoys cooking, watching football, and spending time outdoors in and around Dallas.Follow on Google Plus Follow on Twitter More Content by Dylan Brooks