Why Your Customers Want Good Design (And You Do Too)

June 5, 2017 Jayci Morrison

Insurance Website on Tablet screenBy now, every industry should realize how important good design is to business growth. More research and transactions are occurring online every day.

Why should your insurance agency care about a well-designed web presence? Because your customers want it. If your agency doesn’t give it to them, your competitor will.

Below are four reasons how a well-designed website attracts new prospects and keeps current customers happy.

1. It Makes the Process Easier

Adweek revealed that 81 percent of shoppers research a product online before purchasing.

It’s no different with insurance. With the amount of choices consumers have, a good web presence makes their choice easier.

When a website is well-designed, the navigation is easy to find and use. The colors help to tell the story instead of being distracting and taking away from your message. Important information is easy to find and easy to read.
Everything on your website should have the ease of the consumer in mind.

2. It Makes a Great First Impression

Seven seconds. That’s the amount of time a first impression takes. In seven seconds, people decide whether your agency is right for them or not.

Those seconds make the design of your website even more important. In seven seconds, your website needs to convey trustworthiness, professionalism and friendliness. Updated images, color consciousness and a organized layout makes a great first impression.

Consumers need to believe what you're selling. They need to know you are serious about their concerns. And, most important, your customers need to know they're not just a policy number.

3. It Makes Customers Stay Engaged

So, you have good colors and easy navigation. That initial seven seconds flew by. But, you’re still not getting the online traffic you want. What’s wrong?

Keeping the consumer engaged is one of the hardest tasks online. That’s where images come into play. A well-designed website uses images to improve the user’s experience.

Images should enhance your message. Try to make sure the images match your branding colors. Any image used should be high quality, and try to convey a feeling. Sometimes images simply convey the type of insurance you provide.

For example, if you sell high-risk insurance; show that with a photo of a person skydiving.

In today’s world, we have limitless information in the palm of our hands and minimal attention spans. Keeping consumers engaged can be a daunting task. A well-designed website with great images will put you on the right track.

4. It Makes Customers Remember You

A good design is memorable, usually with a cool logo leading the charge. But, online consumers also know good customer service is priceless.

Customer service doesn’t mean talking on the phone with someone anymore. It could, in the most simplistic form, mean a person’s experience with your website.

Keep your customers happy with a well-designed and updated website.

Do that, and they will remember you the next time their best friend asks, “Who do you use for insurance?”

Need help creating a better web presence? We can help. Contact us today for a free insurance website consultation.

About the Author

Jayci Morrison

Jayci Morrison is a design and media specialist on ITC's Insurance Website Builder team. She's responsible for giving each website its distinctive look and then bringing that look to life. She also has a hand in creating AgencyBuzz email templates, ITC marketing collateral, and any other design needs the team has. When she's not staring at a computer screen, she can be found anywhere outdoors with her husband and their two dogs.

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