If a prospect visits your website and the graphics are old, or the most recent blog post is from three years ago, they will leave. ITC CEO Laird Rixford explains what an outdated website says to prospects about your agency.
- Website Activity = Relevance
- The Good, the Bad, the Updated Website
- Teach Your Old Insurance Website New Tricks
Let me ask you a question. Would you buy groceries at a store with expired food? Would you ignore the oil change light in your car?
Of course you wouldn’t. The same goes for your insurance website. If a prospect visits your website and the graphics are old, or the most recent blog post is from three years ago, they will leave.
Your website is part of your brand, and your brand is a direct representation of your agency.
If you allow your website to become outdated, think about what that says about you and your agency.
Here are some assumptions that a consumer thinks when visiting an outdated website.
“Business must be slow. It doesn’t look like they’ve touched their website in a while.”
Or, “Is this agency even still in business?”
Or, “Oh well. They probably can’t help me. Next.”
Or, “They don’t care about their website. Why would they care about me and what I need?”
Or, “This website looks like it’s 10 years old. Can I trust them?”
Websites are important to today’s consumers. It’s a consumer’s first impression of you. It’s how they learn more about your agency and what you offer. And, it’s where trust begins.
When you neglect something as important as your website, consumers may think you neglect other areas of your business.
And, if they don’t feel good about your agency, they are not going to trust you with their insurance needs.
First impressions are key. Consumers will judge you by how your website looks before deciding whether to take the next step. It’s a harsh truth, but it is true.
Make sure your website's design is up to date by refreshing it every few years. It doesn’t always require a big redesign. Even a series of small updates can keep it looking modern and fresh.
If your website is outdated, don’t put it off any longer. Update it so your online presence better represents your brand. (And, if you’re not sure where to start, I know some people who can help you out.)