You’ve put in the effort to grab the attention of an online audience. How can you be sure that your website doesn’t send them away before they get a chance to look around?
The insurance sales landscape is a hustle. Agents are constantly working to build relationships with new customers, and that means getting a footing in every place their audience is looking, ready and waiting to put their services front and center.
Today, the easiest place to find insurance customers is online. And that’s not just because the average person spends upwards of six hours on the internet every day, according to Adweek — it’s because studies show that when customers are looking for information about a future purchase, that’s the first place they turn. According to information from BIA/Kelsey, a whopping 97% of consumers go online to research local products and services, according to Expert Web Professionals.
No matter how agents capture the online audience’s attention — whether it’s SEM campaigns, buying internet leads, or leveraging social media — they all generally lead to one place: the agent’s website. Since this is the first direct engagement with the potential customer, it’s absolutely vital your site makes a good first impression.
Your website’s overall usability, design, and messaging can often be the difference between between a making a sale and a lead gone cold. Here are a few tips to make your website attractive enough to help your close ratios soar to even greater heights.
Especially for smaller local offices, it’s essential to give customers a familiar frame of reference by emphasizing your business’ place within the community. Your site needs to stick out from the pack of bland, corporatized homepages that belong to your competitors. Although you’re likely affiliated with a major carrier, don’t solely depend on its imagery and branding — make sure to also highlight what makes your services unique.
Another key to personalization is to include photos of agents themselves on the site. “It’s still amazing how many agents don’t want to put their pictures on their sites… big mistake!” says Ken French, Jr., an insurance marketing expert. In such a personal industry, it pays to give the customers a face to represent the business.
Look the Part
If you want customers to be comfortable on your website, be sure that their experience on it is no different than many other sites they visit. That means that your design, graphics, and User Interface (UI) must be up to par. Clearly outdated imagery immediately ages a site, and that applies to integrated graphics as well. PropertyCasualty360 suggests that insurance companies “work with a graphic designer to update the style.”
If possible, find a way to integrate video into your site. The average internet user spends 88% more time on a page with video, according to Kapost, and the more time is spent on a page, the higher the chance for a conversion — which, of course, means more sales. According to American Insurance Alliance, only 20% of website visitors read an entire page of text on a website, but 80% watch videos from start to finish. If you can succinctly describe your services on camera, you need to have video on your page.
It’s a good idea to include a dedicated blog section on the site to establish your brand as an authority within your specific market, as Life Health Pro explains. “Blogging early and often builds rank, reputation and authority,” says Larry Neilson of Neilson Marketing, on LinkedIn Pulse. Not only is a blog serve a great way to show customers you know your business back to front, but maintaining a steady flow of fresh content will also drive more visitors to the site by increasing your site’s ranking for search engines like Google.
Most importantly, every website should be optimized for mobile browsers. Consumers will spend about three hours a day on their mobile devices in 2016, according to Emarketer, and if your site isn’t navigable on the platform, you can bet that they won’t be spending any of that time on you.
What’s more, a non-optimized site will be less likely to come up in search results on Google: after an update in April 2015, mobile-friendly sites experienced a 10.8% increase in traffic, as Search Engine Land reports, while sites that weren’t ready for the shift were penalized, according to Hearsay Social. Be sure that you reap the benefit from mobile, rather than the punishment for ignoring it.
(Main image credit: SplitShire)