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Resources for the modern insurance agent

6 Ways to Improve Your Insurance Agency’s Website Design

by Precise Leads

June 19, 2018

Boost your agency’s profile with website design that speaks to your skills and underscores your professional commitment to customers.

The summer is a great time to take stock of what you, your team, and your agency can do to boost business and provide better service to clients. While you may want to overhaul your branding or bring in the latest in insurance technology, a great place to start your summer to-do list is your agency’s website.

Ideally, a top-notch website attracts leads and persuades prospects to contact an agent for more information. Websites act as digital storefronts, showing potential clients what you do, what you prioritize, and how you locate yourself in the industry. By investing in your online presence and creating an intuitive experience for site visitors, you’ll be showing them that you’re committed to providing high-quality services for all of their insurance needs.

According to research from the University of Surrey, 75% of user judgement of your business’s credibility is related to your website design. For agents hoping to make a positive first impression, an intuitive, professional website can help you put your best foot forward.

Wondering where to begin? Check out these six tips to keep in mind when designing your agency’s digital home.

1. Put Users First

First and foremost, your website should offer a streamlined experience for visitors. Rather than make prospects hunt down every product line you offer, put that information within an easy-to-reach sub-menu. Don’t forget your current clients when fashioning a website, either. They should be able to download their policies and proof of insurance quickly and easily.

2. Keep It Simple

Go with a clean, modern layout that’s attractive to today’s prospects. Website design that clearly states your agency’s insurance expertise should be top of mind, and the same advice holds true for any forms or sub-pages on your website. If visitors request a quote, ask for relevant information and don’t force them to answer unnecessary questions that may drive them elsewhere.

3. Prioritize Speed

Websites that take too long to load may undercut your business’s initial investment. Indeed, almost half of internet users expect websites to load in two seconds or less. If your site isn’t loading quickly, or if it isn’t optimized for mobile devices, find out what’s slowing it down. You may want to consider looking into AMP, a Google offering that loads mobile pages in the blink of an eye.

4. Publish Substantive Content

Prospects visiting your website for the first time will be looking for high-quality content that speaks to their coverage needs. Whether you publish well-reasoned thought leadership on your blog or you invest in detailed descriptions of your product lines, position your agency as a go-to source for reliable insurance information. Plus, focusing on relevant keywords for your business as part of a larger SEO strategy will help you in search over time.

5. Provide Contact Information

While today’s consumers aren’t as keen on phone calls as they once were, they’ll still want to talk to a real person for a purchase as important as an insurance policy. Accordingly, keep contact information available throughout your website, whether that includes your phone number, email address, or links to your agency’s social media profiles.

6. Highlight Calls to Action

Your website should help your agency make a positive first impression, but your end goal should be to convert prospects into actual clients. Remind visitors why they came to your website with calls to action that make it easy to secure a quote, select product lines, or get in touch with an agent.

By streamlining the process by which prospects can get the ball rolling on policies of their own, you’ll stand a better chance of bringing in new business — and making your website design spend worth it.

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