The insurance industry has a reputation of being slow to adopt new strategies and technologies, and that resistance to a changing marketplace can be particularly dangerous to independent agencies. Agencies that rely on the person-to-person approach to insurance sales that has been effective in the past are likely to become a victim of the Internet Age and modern consumers’ resistance to direct sales.
The most critical step towards insuring your agency against digital failure is to embrace the digital age and all of its technology, and a website should be your first priority. What does an effective insurance agency website look like?
A well-designed website is clean, clear, and easy to navigate. For ease of use, apply a grid-based layout and logical navigation hierarchies. It should be mobile-friendly and fast-loading. Modern consumers rely heavily on their smartphones for internet browsing, and they won’t wait longer than three seconds for a page to load.
Show that your company is modern by employing innovative technology. Many consumers now prefer to gather information on their own before speaking with salespeople, and that can be easily accommodated through tools such as online quote estimators and coverage calculators. Likewise, make it easy for customers to pay online as many people prefer the speed and convenience of digital transactions.
From images to text, be sure that the content you use is top quality. If you can have a professional photographer snap a few photos of your office and staff, do it. Personalized photos have a greater impact than stock photos. If you’re using stock photos, invest in attractive, relevant images.
Your text-based content is valuable not only as a means of communicating with your market but also as a way to climb to the top of search engine results pages. Be sure that your content is error-free, engaging, and relevant. To take full advantage of your website, include a blog that provides valuable information to your prospects and to search engines on a steady basis.
If you’re ready to build a better insurance website, give the marketing experts at AgenciesOnline a call. We provide high value website design at competitive rates making it easy for independent agencies to embrace the modern market.