Does Your Insurance Website Distract Or Help?

So many insurance websites are just a waste of space. When building the site the agent wants it to incorporate sales, service, education, etc. In an effort to save money or ‘brand’ their image, they want to put it all on one website. And, if you look at most insurance websites out there, they fall into this category and they just plain stink. Sorry to be blunt but it’s true.

Your website should be designed for one type of visitor in mind. If you’re trying to sell insurance, sell one line of insurance. If you work with various types of clients, pick one specific type of client and sell to that client. If you want a site for existing clients to make service requests on their policies, make a site just for servicing your clients.

When having a site built, or building one yourself if you have the knowledge, you need to determine what your goal is for the visitor of your site. Do you want them to call your office? Do you want them to quote online? Do you want them to make service requests?

If I’m your client and I come to your site for service I don’t want to have to hunt for the link to request service. It should be big and bold. More importantly, if you’re selling insurance on your website you need to have a large “Get Quote Here” button or some other easy call to action for the buyer to know the next step.

Also, don’t waste space talking about yourself on the main page. As great as it is that your agency has been around for 83 years, the typical consumer doesn’t care. Did you earn a CIC, CHFC, LMNOP designation? Who cares?

Always keep in mind the internet buyer has extreme attention deficit disorder. And, I mean EXTREME attention deficit disorder. They’re probably searching for information while at work trying to get things done before the boss walks by. Maybe they’re surfing on the weekend trying to get personal business done before the kids start screaming for attention again. Whatever it is, they want VERY fast, instant gratification.

So, if a buyer comes to your site and has to weed through a list of 30 links to get a quote for car insurance, you’re dead in the water. They’ll skip to the next site in a blink of an eye.

Keep you site simple and with a clear “next step” for your visitor. Remove all distractions and set up multiple sites for each purpose. You’ll be surprised what a better conversion rate you get once you follow this principle.