Questions to Ask Before Designing Your Website

September 19, 2017

Designing your insurance website without thinking through your goals and audience is a mistake. ITC President Laird Rixford shares the six questions you need to answer before you start designing a new website for your insurance agency.


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Video Transcript

If you’re designing a new website and are overwhelmed with all the options available to you, there are some questions you need to ask yourself. They will help you find the right path and pinpoint the design, colors and more you will need to create a great website.

Designing your first insurance agency website can be a daunting experience. After all, your website is your digital handshake with prospects. 

Even if you’re creating a simple website, it will affect that critical first impression.

So, before you work on a new website, there are six questions you need to ask yourself. The answers will help you design a great website.

1)         Who is your target audience?  

Who are you trying to reach? In other words, what demographic is the primary source of your agency’s income? 

Your website should be inviting and easy to use for anyone. But, make sure it has that extra touch for your target audience. 

Do you sell daycare insurance? Maybe some fun, bright colors would be a nice touch to show that you specialize in that line of business. 

If you focus on selling Medicare, you might want to use a more serious color palette of blues and grays. Photos of seniors and a larger typeface are good options as well.

2)         What will your color scheme be? 

It is important to keep your brand consistent. 

If your business cards are green and gold, don’t make your insurance agency website orange and blue. There will be some confusion. 

Using the same colors from your logo and other marketing materials will show visitors they’re at the right place. 

3)         What is the purpose of your website? 

Are you trying to generate leads? Quote and contact forms are a great way to do that. 

Or, is this more of a customer service website for existing customers? Make your referrals and customer service forms easy to find in that case.

My point is identify the purpose of your website so you can then fulfill that for your visitors.

4)         Have you thought about your mobile presence? 

Being mobile friendly is critical for the success of your website. Especially considering Google now ranks websites that are mobile friendly higher in mobile results.

You have two options for your mobile presence: responsive or adaptive design. 

Responsive is one website that adjusts according to the size of the screen it is viewed on. Adaptive is actually a separate website from your desktop version that displays when viewed on a mobile device. Both are touch friendly and provide a great mobile experience.

If you want to learn more about responsive versus adaptive and what we recommend, we have another video as well as a blog post on that topic. Check them out at

5)         Have you set up social media profiles? 

Social media platforms are the water well in the center of the village. They are the 21st century word of mouth channel. 

Make yourself more accessible by creating a business page on Facebook, Twitter or LinkedIn. Your customers expect to find you on social media. And link to your accounts from your website so your visitors know where to find you on social media. 

You can also display your social media news feed directly on your website. This makes it even easier for someone looking for your social media presence. 

6)         Have you thought about blogging

Blogging is a way to connect with your audience. It’s more personalized information than on standard insurance website pages. This is because you can use blogging to share helpful information and professional advice.

If you’re planning to blog, you can display those blog posts right on your home page. Again, the fewer clicks needed to find something, the better for your visitors.

One last thought.

At the end of the day, it’s about customer engagement. Make sure your customers and prospects recognize you and have easy access to what they need on your website. 

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