A website isn’t merely a place to hang your shingle, it needs to be designed so people searching for local insurance agents can find you. Whether you have an existing website or are building a new one, here are four ways to get you on the road with a website that’s part of your agency’s insurance marketing strategy.
1. Use good design
The bad news: if your website doesn’t follow basic web design guidelines, customers will jump ship. According to an Adobe study, 38 percent of people will stop engaging if the content or layout is unattractive. So, the good news? Make it visually appealing, easy to navigate, and read, and you will attract customers. Consider these tips:
Use readable and web-friendly fonts. Don’t force your readers to squint or pause to read.
Be consistent with colors and fonts. Avoid using too many fonts, styles or colors. Imagine a page with numerous colors, styles (bold and italic), and fonts. That hurts just thinking about it.
Provide easy navigation. We’ve all been there. Surfing a website, then clicking a link, and then … The Twilight Zone. Ensure your page provides tabs for your prospects so they don’t get lost.
Phelan Insurance Agency’s website is a great example of using tabs and drop-downs to make navigation seamless.
Need to create a website or update your current one? We recommend Forge3 ActiveAgency insurance agency websites (be sure to read their 8 Must-Have Features for Insurance Agency Websites) or Insurance Splash. These two companies design websites specifically for insurance agents.
2. Improve site performance
Your website is like a vehicle that needs regular maintenance in order to keep it running smoothly. By improving and maintaining your website’s performance, you can improve its search engine optimization (SEO) and drive more traffic and sales. Like changing the oil and getting a tune-up, here are ways to make sure your site cruises along:
Make it mobile-friendly. Ensure your site can be read on a smartphone. A recent survey revealed that 70 percent of the total digital media time in the US is spent on smartphones.
Include contact information. Let potential customers contact you easily by including your phone number and email.
Waterman-Neely Insurance has contact info across the banner of their homepage, making it easy for prospects and customers to reach out.
Provide call-to-action buttons. Call-to-action (CTA) buttons prompt customers to act. Buttons might include “Request a free quote” or “Schedule a phone call or meeting” or “Free policy review.”
Use forms to collect information. Fillable forms are an excellent way to gather your customers’ information or questions. Web forms typically include fields for name, address, phone number, email and comment.
Here’s an example of how RWR WV Insurance makes it easy for users to submit a quote request through an online form.
- Add social media links. There are two kinds of links: those that go to your social media pages like Facebook and those that let your customers share a blog post or news to their social media. Incorporate both links into your site and be sure to use their all-familiar logos to help visitors navigate to them.
- Keep your site updated. Post news, a blog post, or important information like new insurance rates. Google loves updated websites and it helps with your search engine optimization (SEO).
3. Make your site searchable
There are several ways to improve a prospects’ ability to find you through a search, including listings and SEO practices. Here are the key ones:
Set up a Google My Business profile. Google My Business is free and allows you to promote your Business Profile and business website on Google Search and Maps. See and connect with your customers and post updates to your Business Profile. Read more on how to get listed.
Use local SEO practices. Google drives people to local listings with phrases like “insurance agency” or “insurance agents.” How Google “sees” you include positive online reviews or how close you are to the person searching. We could write a book on local SEO practices (and in fact, we wrote a whole post on the topic).
4. Promote your website
You’ve designed your new website, you’ve added content, you’ve listed it on major search engines. Now it’s time to promote it.
Post your website’s URL—everywhere. From employee email signatures to business cards to communications signage to LinkedIn bios, always include your website’s URL.
Post on social media. Use social media platforms like Facebook, LinkedIn, or Twitter and post links back to your content and website. If your budget allows, run Facebook ads with a compelling offer such as a free consultation or review of policies.
Promote your blog. Blogs are a great way to share your knowledge and leadership (you’re reading one now!). Once posted, share their links and encourage readers to click and read through.
Non-digital promotion. Actively involved in the community? Give out free gifts with custom branding. Partner with local businesses, ask to be featured as a partner on their website, or have your business info displayed somewhere in their office/store.
Your website can be a powerful sales tool when combined with other marketing efforts but only if you give it the attention and required time. As we progress to a more digital world, your website needs to be a larger component of your insurance marketing strategy.