July 5, 2018 | Insurance Agent Engine

5 Reasons to Update Your Insurance Website

The insurance industry is extremely competitive. As you work hard to build your business, your insurance website is an important tool that can either help you on the road to success or hold you back. If any of these five statements sound like a description of your insurance website, then it’s time for an upgrade.

1. It’s Slow

A slow-loading website can cost you business, plain and simple.

Your customers live in a fast-paced digital world. People’s expectations for faster and better digital experiences are on the rise. Your site is expected to be speedy across all devices: desktops, laptops, tablets, and, most importantly, mobile phones.

When it comes to site speed, every second counts. According to Google, 53% of website visits are abandoned if a mobile site takes longer than 3 seconds to load.

The number one thing your website has to be in order to bring in new leads and provide a good experience for existing customers is FAST.

If your insurance website takes too long to load, it’s time for an update.

2. It Doesn’t Work Great on Mobile

Consumers use their smartphones to make decisions and shop for everything from new cars to car chargers to car insurance. Smartphones allow consumers to get the answers they need to make their purchase decisions anytime and anywhere.

According to Google, today’s consumers are using their mobile devices to inform every purchase, regardless of category or price.

And that includes insurance.

It’s crucial for your insurance website to give potential customers the answers they’re looking for across every device, especially for mobile devices like smartphones.

The most effective websites utilize responsive design to ensure that visitors have a great experience across all devices, no matter the screen size. Look at your website on your smartphone, tablet, and desktop. The smartphone version should be just as functional and easy to use as the desktop. If not, it’s time to upgrade your website.

Did you know? If people have a negative experience on mobile, they’re 62% less likely to purchase from you in the future—no matter how beautiful your site design or how much money you invested in your site.

3. It Looks Dated

Website design is constantly evolving. As consumer online behavior changes, so does website design. Today’s websites designs are heavily influenced by consumer’s dependence on smartphones, as well as trending social media channels such as Facebook and Instagram.

Today’s modern websites have clean, modern design elements that typically include:

  • A large header image, known as the hero image, with a strong call-to-action at the top of the homepage
  • Minimalistic design with plenty of negative space and “breathing room” around elements
  • Scrolling patterns that adjust the pace and delivery of content (think of your Facebook newsfeed for an example of one scrolling pattern known as “infinite scroll” - the content just keeps coming.)
  • Responsive logos that work with any screen size
  • Geometric grid layouts
  • Integrated chatbots/ chat messengers

Why is it important to have a modern website?

Visual consistency is a component of professional web design. Visual consistency means that users can easily find what they need and accomplish any task on your site. In other words, they know where to find navigation menus, contact information, or your about page, for example.

If your users are used to certain design elements from the other websites they visit each day, and then they come to an old, outdated website where those design elements are missing, your visitors may have a hard time doing what they want to do. They have to stop and think about what they’re trying to accomplish, instead of effortlessly getting a quote, reading your blog, or finding your phone number.

As websites and their design elements evolve over time, your existing website design needs to evolve, as well.

Does your website design look more 1998 than it does 2018? If there’s a big disconnect between your site design and current website design, it’s time for an update.

4. It Doesn’t Convey Your Authority

How many years have you been in the insurance game? Your website should present you as a credible authority in the industry. But we’re not talking about adding a blurb to your about page that states how many years you’ve been serving your local geographical area.

Good website design can convey trustworthiness and credibility.

Your website is a reflection of you as a professional. 75% of consumers admit to making judgments about a company’s credibility based on the company’s website design.

Good website content can convey your authority in the industry.

Website content such as web pages and blog posts shouldn’t be all about you. It should be all about the things that your audience cares about. What concerns do your clients have, what questions do they want answers to, and how can you help them overcome their objections?

Consistently publishing quality content around the things that matter to your prospective clients is crucial for establishing credibility and helps establish you as a thought-leader in your industry.

Lastly, make sure your website is secured with SSL, which is an easy way to protect your website visitors’ private information and build more trust.

5. It Doesn’t Help You Build Your Business

Is your website just another business card or version of your resume, or is it a tool that helps you build your book of business?

Today’s insurance consumers are used to getting full service online, including:

  • Asking questions via chat messengers
  • Finding information on blog posts
  • Reading online reviews and testimonials
  • Engaging on social media
  • Getting quotes online
  • Requesting certificates of insurance online

You don’t have to be a giant in the insurance space to have a website that meets these parameters. Even small independent agents and brokers can have a site that can help turn more visitors into prospects and prospects into clients.

Does your insurance website meet the standards for today, allowing you to be even more competitive in a hugely competitive industry? If your site feels old, slow, outdated, or under-performs, then it’s time to get a leg up with an insurance website designed for today’s busy, smartphone-wielding consumers.