The Complete Guide to Insurance
Agency Websites
Whether you’re an established insurance agent or not, having a website in place is an essential tool that will not only boost your credibility and give your insurance business a more professional image, it can result in online insurance leads.
Regardless of the budget, there are some basic rules for website design that every insurance agent and insurance agency should be aware of. In this post, we cover these and more in our complete guide to insurance agency websites.
Insurance Agency Website Marketing
As we all know, insurance is something that everyone needs throughout their lives for different reasons.
However, with a crowded market and the fact that insurance isn’t a particularly ‘attractive’ product to sell, insurance agency marketing can sometimes be challenging.
If you are building a new insurance website or refreshing your current site, knowing how to differentiate yourself is key, and first impressions ALWAYS count.
Because your website is the digital cornerstone to your business, you need to make sure that when a visitor comes to your site, they are given a positive and professional first impression that results in them sticking around (low bounce rate) to find out more about what you offer and how much your products cost. And if we sell online, complete our goals & buy our products!
According to research, more than 85% of people who buy products online will research extensively, and review at least 10 different sources before they make a buying decision.
With all of the work that goes into lead generation and earning traffic to your website (organic, direct, social, referral), you need to make sure that when someone arrives on your site, they find it easy to navigate to the information they want, and that they feel like your business is the expert, authoritative, and trustworthy (E-A-T). The website doesn’t stop or start here though, more accurately it includes analyzing the traffic we attract to the website. You can break that analysis down into three important pieces: campaign response, website behavior, and business outcomes.
Can you accomplish this with an insurance agency website?
Basic Rules of Website Design for Insurance Agents
There are a couple rules that help set apart highly converting websites from those that have low conversion. We share the keys to ensure your website stands the best chance of success when competing in the online world for insurance leads. Above all make sure to follow the three-click rule. No matter how well you follow the other rules if your website cannot be accessed within three clicks, the likelihood that the search engine crawlers won’t reach it is significantly increased.
Responsive Website Design
The vast majority of consumers will access insurance website’s while on different devices.
A mobile-first design is key.This site should also be fully responsive. Even if only a small fraction of visits come from things such as the tablet.
The best way to understand where traffic is coming from is to install the Google Analytics script on your website or nest it in your tag manager. Much of the information you’ll need about your users can be found in Google Analytics (GA) such as are they coming from a certain city or state, using desktop or mobile, Chrome or Firefox, etc. This information is vital in order to improve the user experience (UE) especially if the bounce rate or conversion rate is higher/lower for certain devices or browsers. This data can alert us to user interface (UI) issues.
When it comes to insurance sales, people like to do their research, and it’s rare that you will find an instant purchase being made before they check-out your competitor’s sites and prices. Because of this we need to have reasons for the client to return to our web property. Blogging can do that for you.
When a prospect comes to your site, post-research, it’s imperative to be serving them a mobile-friendly, responsive website that looks good on the device they are using.
Continue reading about Marketing Ideas for Insurance Agents.
Be Supportive
Whether you develop a community or blog area, have a knowledge base or a live-chat function, you need to offer support to your customers and prospects.
An insurance website, when used correctly, is a highly effective tool to help impress visitors.
Whatever form of media you choose, be it video clips, weblogs, ebooks, testimonials or white papers, use them as a vehicle to serve up content to help the potential client better understand both the products and services you offer.
People don’t like to feel that they are being sold to, they want help, information, they like to be guided, and they want to know that they are dealing with a company that cares and will take the time to answer their questions.
Call-To-Actions
A call-to-action (CTA) is a prompt on your site that leads your visitors to take a specific action.
It can drive conversions and help lead people more quickly towards conversion.
Insurance websites are no different than others, intelligently placed CTAs should convert visitors into prospects. Examples include get a quote, contact forms, or click to call. Asking the visitor to take action and then tracking those actions is key to a great insurance website.
Regardless of the words you choose, you need to ensure the effective placement of your CTAs throughout your website.
Placing them on each page is a must.
For instance, when a visitor clicks on the services page, they will most likely want to know more about the type of policies because they are looking to buy.
However, if they go to the blog and decide to browse some articles, they could be casually researching to find out more about a
specific topic.
Make sure you place relevant call-to-actions in the right places on your insurance website; doing so will help you convert your visitors into real prospects.
Customer Login/Portals
When you consider how to design your website, and you are considering the best insurance website builder candidates, you might want to consider whether or not you are going to offer clients a portal to help give them access to training & important policy documents.
Adding private access and giving customers the ability to log in and access their personal documents quickly saves time in the long run and provides accessibility to the user and more reasons to come back – reducing the websites churn.
Contact Made Easy
With some of the larger insurance agency website designs, it can sometimes be challenging to find contact information quickly. This is often done to encourage people to use the resources on the website prior to making a call.
One of the most frustrating things from a client’s perspective is not being able to find the information they need quickly.
If someone wants to talk to you, make it easy for them to find your contact details.
Place your contact information on every single page of your website and make it clearly visible – especially if you are attempting to employ the help of your Google My Business page and lower ranking factors.
When designing an insurance website, make the phone number clickable from a mobile-device and then add tags/triggers from the Google Tag Manager in order to track data over time in Google Analytics.
Make it Personal
If people want to find out more about your company, they will usually click the ‘About Us’ or ‘Client Testimonial’ pages to see the information they need.
If you have members of your team that are client-facing, giving them a place on the site, in a ‘meet the team’ section.
It can help people feel better connected to your business.
Even if they only talk to people over the phone, it is still a good idea to have a small bio or write-up about them featured here.
Use real pictures or your team and not stock imagery. If you have a mission statement, a code of ethics, awards for your work or references from happy clients, make sure you promote these on your insurance website.
In some cases, they can tip the balance in your favor as clients like to know they are dealing with real people who provide good service.
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Does an Insurance Agent need a website?
In today’s digital world, an insurance agent website is an essential tool that should form part of any business and marketing strategy.
Whether you choose an insurance website builder, or you hire someone to design an insurance site for you, having a presence online is key. The website is the center piece of any digital presence.
It can help you to establish a professional image, it can help you acquire leads through organic traffic, and hopefully, it makes it easier for people to find and do business with you.
Continue Reading our Complete Guide to Facebook Marketing
Insurance Agency Website Design – Do’s and Dont’s
Consumers expect to be able to find what they want when they need it.
User experience (UX) and website design (UI) are more important than ever before.
Here are a few quick design tips to share with you before you design your first insurance agency website.
Update Your Insurance Website Design and Content
Does your website work as hard as you?
A website cannot be seen as a set it and forget it business tool. As a minimum, your website should be updated regularly.
As trends and tools change, it becomes more important to address the website design to ensure that it is still serving its intended purpose.
Aside from this, SEO for insurance agents is also a key concern.
Because the various search engines update their own rules periodically, this means that your website needs to adapt in order to ensure its compliance with these new rules. If you want any chance of using the search engines as a part of your client acquisition strategy, you will need to follow basic SEO principles for your website.
Use a Good Media Mix
There is so much media available to use, from written content to imagery, video, audio, info-graphics and more.
Choosing high-quality content that fits with your business and your brand is crucial when you are designing an insurance agency website.
Tip: Video content is capturing the most attention right now for online visitors.
It means that visitors are more engaged, and they tend to stick around for longer as well.
Video helps you to attract more traffic, and it also boosts organic website traffic by as much as 155%.
Keep It Simple
A simple and sleek insurance agency website design is essential.
It can be so easy to try and cram as much information about your insurance business and your products and services onto the website, but it’s not needed.
You need to make it easy for people to see the information they need.
Make sure your navigation tabs are straightforward, and the sidebar isn’t cluttered.
Snappy Content
Following on nicely from #3, the same rules apply to your content.
People who visit your insurance website will usually scan what you have written.
Make good use of headers and sub- headers, along with bullet points to break up what you are saying.
Blogging on your Insurance Agency Website
If you’re thinking about whether or not you should start a blog for your insurance agency, then your thoughts are absolutely heading in the right direction.
Blogging can help you to drive more traffic to your website, it can help people to learn more about your business and products, and it can also help with your search engine rankings.
“Adding regular content to your blog can help to see a potentially significant increase in your indexed pages, and of course, boost your use of relevant keywords on the site.” – Tech Client
Five Tips for getting started with an insurance blog
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- Do your research – Look for matters that are trending in your industry and write about those.
- Make your content shareable – add links for people to email and share on social media.
- Don’t rush your writing – always get a second pair of eyes to read through your content to ensure it is free from any mistakes.
- Break it up – Regardless of the topic you choose, you need to avoid writing large chunks of text. Use bullet points and headers to break it up into bite-size pieces.
- Know your audience – For any insurance marketing strategy to be effective, you need to understand who you are writing for.
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The same rules apply for your blog.
Always write with your audience in mind.
Continue reading our Complete Guide of Marketing Ideas For Insurance Agents
SEO For Insurance Agents
A good SEO strategy for your insurance business can help you to generate more leads from organic traffic, by making it easier for people to find your business online.
SEO is complex, it’s dynamic, and it is a constant task that starts as soon as you design your insurance agency website.
There are more than 200 individual ranking factors for Google right now, and while you don’t need to fully understand them all, if you want to boost the SEO of your insurance agency, understanding some of the SEO basics is a great starting point; especially if you are designing a new insurance website and intend to use search engines as a part of your client acquisition strategy.
SEO Checklist:
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- Get an SSL certificate for your website – it needs to be secure
- Know your keywords – do your research and find out your target keywords before you get started writing the content
- Use a premium website hosting service – it needs to load quickly and be accessible
- Get a site that works seamlessly across any device – It needs to be mobile-friendly
- Write high-quality content – it needs to be optimized for your target keywords
- Create a Google Analytics account – you’ll need it to track your website traffic
- Submit a sitemap to Google – this will help Google crawl your website more easily
- Use SEO Audit tools for on-page SEO – use tools such as Screaming Frog, Moz or SEMRush to help you know about the opportunities that exist for your insurance SEO
There are lots of tools and techniques that can be deployed to help you enhance your insurance agency website, and this can all add to the value of what you do.
Whatever stage of website development for your insurance agency you are at today, there will always be ways you can build on what you publish and enhance your website.
Continue Reading Our Complete Guide on Door To Door Insurance Sales
Summary
If you are creating a website from scratch, make sure you outline a clear structure for the website and the pages, and always use the tools and tips suggested in this post to help you get adequate research in place before getting into the writing and sources of the images.
If you want to improve your current insurance agency website, then use some of the tools and techniques to help you do your research before you make a plan for what to change.
Always get feedback from other people about your website and ALWAYS consult the data before making gut-based decisions. Don’t get lost in the details, remember a website is the cornerstone of your digital footprint and should be a lead generator.
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Lance Groenewold
INSURANCE MARKETING EXPERT
Lance wants your insurance business to grow and he understands that you've wasted a lot of money, time and hard work on marketing with not much a return on your investment. As the business manager for RECAMP, he's worked with insurance agents across the country to help them build their own automated referral network that consistently generates high value leads.
Ready to join thousands of insurance agents who have discovered the magic of RECAMP?
We specialize in marketing for P&C insurance agents and insurance agency marketing.
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