Why does your website matter for marketing your insurance business?
The answer is simple: your website is the face of your business and your number one tool for reaching potential clients and gaining leads.
With over 5 billion Google searches made by the world's 4.1 billion internet users every day, it is clear that if people want to learn more about your business it will be by visiting your website.
While other marketing tactics like Facebook ads or email marketing campaigns can help get people to your site, will your site succeed in converting those prospects into leads?
Why Your Website Matters for Marketing Your Insurance Business
So now you know that your website is essential for marketing your insurance agency, but how do you make sure it is doing what matters most?
To be sure your site is working as hard for your agency as you are, be sure it’s up-to-date, fresh, clean, works on smartphones, and easily captures leads.
It Makes You Look Credible and Professional
To prospective clients, your website says a lot about you. When someone refers you to a family, friend, or colleague, there’s a good chance they’re going to check you out online to validate that recommendation.
Your website says a lot about your agency and can go a long way in marketing your agency to prospective clients – be sure it's making you look good.
Don't expect visitors to stick around if your site doesn't make a good impression.
One study found that almost 50% of people will judge website credibility and trustworthiness based on its design and look, alone.
Design and content are two factors by which viewers determine whether they trust or mistrust a website. While content takes the lead on how one determines the trustworthiness of a website, the design is the leading factor for determining a visitor's mistrust of a site.
A trustworthy site will have a simple color palette (including 2-3 colors) and simple, easy to read fonts along with clear navigation and a healthy amount of whitespace.
Adversely, a site with a design that feels untrustworthy can include a busy layout with hard to read font and well as difficult navigation or too much text.
Market your business effectively by conveying a feeling of trust and a good first impression with a website that is both organized and modern.
It Demonstrates Authority
Don’t take a “set it and forget it” approach to your website content. The content on your pages and your blog give you a big opportunity to demonstrate your authority in your niche.
Old, stale content will make you look out of touch and out of date.
Fresh content that is constantly updated demonstrates your authority to site visitors and search engines.
Updated content is a huge factor in how website visitors determine credibility, making websites that have recently been updated or reviewed a much stronger marketing asset than those that have not.
Keeping your website fresh isn't difficult, but it does take a commitment.
The best way to show visitors that your website is current and active is to publish content fresh content regularly – something that search engines like, as well.
There's no need to reinvent the wheel to achieve fresh content.
Your web page content should only be updated when there is new, relevant information about your agency and the products you offer. Rather, you can keep content fresh by publishing industry-related blogs regularly.
Fresh content shows that your website isn't sitting stagnant while also positioning you as a trusted authority on the matters that prospective leads need help with.
It Helps You Get Found by More People
Smartphones have changed the marketing game in a big way. Did you know…
With all of this search activity happening on mobile devices, if your website doesn't look good on screens of all sizes then it isn't making the grade.
Use your website to successfully market your agency by ensuring that – no matter what size screen it's being viewed on – you're always putting on your best face.
Responsive design ensures that prospective clients who are searching for your agency can see images, fonts, and calls-to-action on your site clearly, helping them down the road to converting into leads.
It Can Bring You More Leads
Your website’s greatest asset in marketing your agency is a call-to-action (CTA) that makes it easy for a prospective client to convert into a business lead.
A CTA such as 'Learn More' button or 'Get a Quote' form are both examples of lead generating tools that can make your insurance website work for you.
Make sure they're placed in easy to spot places throughout your site, such as the homepage and at the bottom of product pages.
Keeping your forms short and sweet will help encourage prospects to finalize the CTA process. Just ask for their basic contact information as well as the insurance product they are interested in. As long as you can reach out to them, you've successfully converted a prospective client into a lead.
Your website is the number one tool you have for marketing your insurance business – be sure you are using it to its full potential by implementing everything it needs to market you successfully.