It’s a given that your insurance agency needs a website, but will any old website do? Believe it or not, when it comes to effectiveness, having a poorly designed site can be as detrimental to your reputation as having none at all.
Your agency’s website is more than a placeholder on the internet. It’s your first impression. It’s a peek into your processes and your expertise. It’s your 24 hour insurance sales pitch.
An investment in your site’s design has the potential to bring in greater returns than any other business investment that you make, but you get what you pay for. A lackluster website brings lackluster returns. To get robust returns, you need robust design.
Visitors know exactly what they’re looking for when they come to your site, and it’s pretty straightforward. They want to know how your agency will make their lives easier. If you’ve got informative, engaging content, you’re headed in the right direction. Unfortunately, if you package that content poorly, there’s a good chance no one will ever get to it. Why?
Studies show that site visitors generally don’t stay on unattractive sites long enough to get to the content. At this point, consumers have gotten spoiled by the wealth of beautifully designed site out there. If they show up to site that feels dated and unattractive, they make a value judgment. If your agency hasn’t bothered to invest in a professional, competitive appearance, visitors wouldn’t be off base to assume that careless approach may extend into other areas of your agency as well.
There’s more to a successful website than color schemes and font choices. Your developer should understand user psychology and best practices in interface design. Intuitive design keeps visitors moving through your agency’s site, compelling them to take action, and moving them from prospects to committed clients. On the flip side, a web design with clunky, hard-to-follow functionality impedes visitor progress and discourages interaction.
Your agency’s website is a 24 hour sales machine.
If you’re concerned about the expense of a website redesign for your agency, consider the long-term cost benefits of a modern design. Unlike a sales team, your agency’s website works 24/7, and you never have to pay overtime. In fact, a well-designed website can function without much upkeep at all beyond updates and a little maintenance to keep it fresh, giving your agency around the clock sales opportunities at very little cost.
If you’re not sure whether your agency’s website is helping to build client confidence, get in touch with the insurance marketing pros at AgenciesOnline. We can assess your current site and provide valuable insights to help you improve your online presence.