3 New Year’s Resolutions for Your Insurance Agency Website
2021 is upon us. (It’s about time!) This is the time of year for reflecting on the year that has passed and imagining the year to come. And, it has me curious…
As independent insurance agents, what have you learned from 2020 that you want to improve on in 2021? What are your professional resolutions for the new year?
I have a recommendation. Make it one of your 2021 resolutions to look at your website’s performance.
Any consumers who still weren’t comfortable with online shopping certainly are now, thanks to the pandemic. And, this includes buying insurance. During the height of the pandemic in mid-April, we saw a significant transition in consumer habits.
Here is a quote from State of Insurance Rating COVID-19 Weather Report #4, which covered the week of April 14, 2020.
“Consumers seeking insurance online continue to out-perform the historical model. Traffic to Insurance Website Builder clients was up 3%. Online quote requests and goal completions jumped considerably over the past week. These two online activities ended at 25.2% above expectations for the week.”
We expect this trend to continue and increase. So, an optimized, well-designed website is the tool for attracting and selling these online consumers.
If you’ve recently redesigned your website, you should still evaluate your website’s performance. In fact, we recommend you do it every year to ensure peak performance.
Here are some suggestions to get you started on your insurance website resolutions.
Look at Your Data
When looking for a place to start, always begin with data. Your website analytics probably has a few of the answers you’re looking for. This is because your website data will tell you how consumers interact with your agency online. It’s time to open Google Analytics and identify which pages are your best and worst.
Need some help with Google Analytics? Here are some resources that will guide you in the right direction:
- In this edition of Masters of Marketing, you’ll learn how to use Google Analytics to make your website better.
- We also put together this free guide on Google Analytics for insurance agents like you.
- Here are the top Google Analytics reports for insurance agency websites and how to access them.
Some critical metrics to be on the lookout for are both traffic AND conversions.
Traffic refers to the number of people who visit a website. Conversions are most often considered a quote or contact form submission. But, a conversion can mean many things, depending on where a consumer is in the buying process.
Say you’re trying to establish your expertise and thought leadership. You can accomplish that goal by writing blog posts and sharing them on social media. A social media follower who clicks on a link to one of these blog posts represents a conversion. Other actions that could be a conversion: Subscribing to newsletters, downloading a free report, or leaving a review.
Regardless of what your call to action is, the goal of your page is to create a conversion. So, when evaluating the effectiveness of each page, look to see how well and how often that page is generating a conversion. Is that page accomplishing its goal? If not, it might be time to try a new strategy.
Refresh Your Content
When it comes to websites, content can be the solution to a lot of issues. That’s why content will always be king. Here are some examples.
Content Can Increase Website Traffic
Let’s say your data analysis revealed that you have low traffic to your home page. Low traffic to a page usually indicates consumers aren’t finding it organically. This is a search engine optimization problem.
To optimize your home page for search engines you need to take another look at the keywords on your home page. It may be necessary to update your content with more or different keywords. These updates to your content can increase traffic to your home page.
Content Can Increase Conversions
Here’s a scenario we see often.
Many agencies have high traffic to a particular product page, for example, their auto insurance policy page. However, they’re not seeing that traffic transition to high conversions or sold policies.
The goal of an individual product page is to generate a conversion or, in other words, a quote request. Good, optimized, and focused content can remedy this issue for your insurance agency. And, be sure to have a strong call to action that drives consumers to that next conversion step.
We recommend insurance agencies review their home page, about us page, and the main line of business pages every year. Your goal should be to maintain good content and optimize it for search engines. This will help consumers find your insurance website and convert them into new leads and, ultimately, sales.
Here are some free resources on website optimization:
- Use this free whitepaper to design your website to build trust and generate leads.
- Check out how you can use website optimization to increase traffic.
- Learn how website optimization can earn you business.
Update Your Design
How long has it been since your last website redesign? Has it been longer than three to five years? If you’re looking to maximize your website’s return on investment (and you should), this might be the best time to consider a redesign.
Insurance website design trends change often and if your design has been the same for more than three years you risk your website looking dated.
Why should you care about a fresh-looking, well-designed website?
The short answer is because your customers want it. And if your agency does not give it to them, your competitors will. Maybe they already have.
More research, transactions, and customer service occur online every day. Now more than ever, good website design is an important component to business growth.
In short, a well-designed website can…
- Make a great first impression in seconds and help visitors feel comfortable and secure on your website.
- Engage people with compelling images and complementary colors that evoke emotion.
- Make the research and insurance buying process easier for consumers.
- Increase conversions with state-of-the-art online quote forms.
- Provide customer service by offering useful information.
Consumers are online, and their expectations of you have grown. So, your website should be your best tool.
As we near the start of 2021, it’s time for you to review your data. Use that data to identify your best and worst webpages and optimize or adjust your website content accordingly. If it’s been three to five years since your last website redesign, now is the time to get a well-designed, modern insurance agency website.
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