It’s Time to Update Your Insurance Website

Whether your agency website's traffic is booming or subsiding, updating your site regularly is important. There will always be room for website improvements. ITC CEO Laird Rixford provides a few tips and perspectives on how to keep your insurance website chugging along.

 

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Video Transcript

Whether your agency website's traffic is booming or subsiding, updating your site regularly is important. But, you might feel like you have run out of changes to make or approaches to take.

On one hand, you don’t want to mess with a good thing if traffic is high. On the other, you might feel a bit out of your depth if traffic is dropping. 

In either case, there will always be room for website improvements. Here are a few tips and perspectives on how to keep your insurance website chugging along.

If you are familiar with SEO, you know generating website traffic is more of a marathon than a sprint. It also has its fair share of peaks and valleys. If you find yourself on the slow end of website traffic, fret not.

Any person with knowledge of SEO will tell you to focus on your website’s content. Add more unique, quality content or refresh existing content. Either users are finding your website but not engaging, or they are simply not finding it. Check your analytics to determine which problem you have. This will let you know which approach to take.

Do you have a mad dash of visitors to your agency website? According to Google Analytics, there are two types of visitors: New and returning.

So, before you get too comfortable with your traffic, check to make sure you have a balance of new and returning visitors. This signals you are engaging users new and old alike.

Updating your website content and keeping a blog are great ways to please both types of visitors.

Believe it or not, there are times when your website has found the perfect balance. There are moments of synergy between search engines, websites, and consumers.

But even then, there is work to do. If you don’t want to fiddle with things too much, now is a great time to audit your website.

Check links to make sure they all work. Check the navigation and flow of the website to make sure it is intuitive. Check analytics to see which pages get zero traffic, and then update those.

As web trends change and attention spans get pulled in more directions, it’s important to remain present with your website. Making small maintenance updates to it now can keep it running smoothly long term. Through the good, bad, and ugly, there is never a wrong time to get the little things right.

 

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