What are the top five signs your insurance website needs help?
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What’s included with website design and content development?
 Suggestions for design, layout and flow
Key messaging that aligns with your unique value proposition
Key word integration for search engine optimization
Offer development
Calls to action
Testimonial and/or case study development if needed
Tips to organize your page for maximum persuasive appeal
Design project management if needed
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- There’s no call to action. Many insurance websites present information without ever asking the reader to take action. You’ll never generate leads if you don’t ask for them.
- There are no offers. Give your audience a reason to take a next step. Offer a newsletter, a white paper, a case study, a free analysis or a discount. Just remember that buyers make decisions in baby steps. Your offers should deliver maximum value with minimum risk for the reader.
- It’s all about you. Your insurance website should be more about the reader than it is about you. Every piece of information should showcase the reader’s perspective. Instead of “Heather Sloan offers ...,” say, “You can count on Heather Sloan for …” Get the picture?
- Your content hasn’t changed in the last year.
To optimize search engine performance and repeat visitors, your insurance website must be frequently updated. Post articles, incorporate an RSS feed or host a blog. Fresh content = more site traffic.
- There’s no meat. Most sites take the easy way out with a lot of talk, but no hard evidence of anything different. Exceptional insurance websites incorporate testimonials, case studies, examples and value-added information. This added element of credibility often compels visitors to become customers.
Why is a compelling insurance website important?
A strong web presence is important because businesses and consumers who need insurance often shop online before contacting you offline. A June 20, 2008 report by Jupiter Research states, “For every $1 that users spent online in 2007,they spent roughly $6 on off-line purchases that were influenced by online research. Online research has considerable influence on small and midsize businesses' off-line purchases as well.” If users aren’t impressed by your insurance website, you’ll never make the cut to the next step of the research process.
How can you get started?
Audit your insurance website and make a list of things you like and don’t like.
Visit your competitors’ insurance websites and again, write down your likes and dislikes.
Think about your users. What functionality will make your site a valuable tool for customers and prospects?
Ready to optimize your online presence?
