Your insurance business has a website. It outlines and describes the coverages you provide and lists your contact information. As far as you’re concerned, it’s a comprehensive resource for clients and gives prospective clients all the info they need.
But are you sure it’s working as hard for your agency as you are?
There are plenty of ways that your website could be failing your business that you simply aren’t aware of. Read on to learn the insurance website mistakes that you should be avoiding and get tips on how to correct them.
Your Site is Slow
A potential client is looking for coverage and was referred to your agency by a friend. They get out their smartphone and punch in your web address to see what you’ve got to offer. Instead, they’re staring at a loading bar that remains half blue, eventually giving up on your site and hitting the little x out of frustration.
53% of visits are abandoned if a mobile site takes longer than 3 seconds to load.
The fact is if you don’t have a responsive website, your site is going to be slow moving and hard to view on mobile devices such as tablets and smartphones.
A site that is designed for viewing solely on a desktop monitor is a thing of the past.
According to Google, 96% of consumers have searched for product information from their mobile device.
With responsive site design, your insurance website will easily adjust for any size screen that it may be viewed on and run at optimum speeds, keeping potential and existing clients where you want them: on your website.
Your Site is Outdated or Looks Sloppy
The truth is that you only have one chance to make a first impression, and more often than not that impression will be made by your website.
A website that lacks a modern aesthetic can turn away a potential client faster than you can say ‘outdated.’
In fact, a recent Stanford University study revealed that 46% of participants judged a website’s credibility and trustworthiness based on its overall design or look.
Your agency makes a clients experience simple and useful, mindful of their valuable time and respectful of their professional expectations.
Does your insurance site do this as well?
A website that is too complex, visually busy, hard-to-navigate, and difficult to read will turn away those attempting to view it.
If your insurance site is outdated or messy, it may be time for a redesign.
You’re Not Playing the Content Game
You’ve got your responsive insurance site up and running with a clean, modern aesthetic and all the pages filled with content about the services and products you provide.
Dust hands off. Pat self on back for a job well done.
Sorry, but you’re not finished yet. In fact, when it comes to fresh content, you’ll never be finished.
If there is one thing that lends trustworthiness to a business, it’s fresh, up-to-date content; a fact that is listed among Stanford University’s 10 guidelines for web credibility.
Don’t worry, we’re not suggesting that you overhaul your existing webpage content on a weekly basis. Rather, you can simply keep an agency blog which touches on information and news that pertains to your agency’s specialized niche.
Post regular content that is relevant to your readers and position yourself as a trusted, up-to-date resource.
Your Site is Missing Lead Opportunities
Someone looking for insurance is referred to your agency by a friend and stops by to check out your site. They read a blog post about the benefits of life insurance and check out your “about” page.
Then they’re gone and you’ve missed your opportunity to capture their business.
With an online rater tool in place, your prospects can request a quote online instantly without having to reach out and contact you directly. And you’re able to capture at least the bare minimum of information from prospective clients so that you can later reach out to them and add them to your book of business.
You’re Missing the Mark on Customer Expectations
Website consumers of today are used to having certain tools and integration features available to them. Is your site delivering on those expectations?
The average consumer expects to find the following available to them online:
- Quotes
- Reviews and testimonials
- Current information, via blog
- Social media engagement
- Real-time chat communication
- Certificate of insurance requests
When you come through on these expectations, you’ve positioned yours as a professional agency that knows what consumers want and makes an effort to provide it.
Your Site is Not Secure
Perhaps you’ve been reading through this list thinking ‘check, check, I do that, check, good to go.’
However, if you don’t have a secure website, little of the above matters.
Recent research revealed that 85% of U.S. consumers surveyed said they would leave a site that is not secure.
A SSL (Secure Sockets Layer) establishes an encrypted link that ensures all data passed between the web server and browser remains private. Even if a hacker gets to the info, they won’t be able to decipher it.
People want to know that their information is protected more than they want your product. Show them that you care about their privacy by taking cyber-safety seriously and they will stay on your page.
Having designed websites for insurance professionals for over a decade, Insurance Agent Engine has pinpointed all the mistakes that should be avoided and created solutions to address them.
Our sites have the highest level of functionality with an emphasis on aesthetics and include all the tools your agency needs to get more leads. If your website is making one or more of these mistakes, it’s time to get them remedied with an insurance site that works just as hard for your agency as you do.