Have you properly equipped your insurance website for sales? Almost three-quarters of insurance shoppers go online to do research and obtain quotes, so you need a quality website to attract those sales.

This shift to online prompted our Partner Platform team to think more about agency websites and how to optimize them for sales and service. We now work with agencies to help them create a custom site to grow their business after seeing several common mistakes. Here are some of the ways we saw agency websites missing the mark – and how we helped them correct their missteps.

See how to become an effective digital insurance agent without losing customer connection

Saying Too Much

Yes, you want your site to give visitors an idea of who you are and what you do, but there is such a thing as too much information online. Your site should focus on the essentials: your agency brand, the services you offer, and how to get in touch. Too much text is overwhelming and can turn away a potential customer.

What to do: If you’re having trouble being concise, use videos as an alternative to provide deeper descriptions of your brand and service.  

Complicating Design

There is a lot that can be done with a website these days, but you want to be careful about going overboard. Too many dynamic elements can cause your site to render differently on mobile devices and even from browser to browser. More than half of internet users said they wouldn’t recommend a business with poor mobile design, so you need to ensure your site renders well no matter what device visitors use.

What to do: To ensure your site will render well on any device, begin with the mobile design or design both mobile and desktop versions concurrently.

Take a look at what your insurance agency website needs to stay competitive

Burying the Brand

While pricing and service offerings are certainly important, you don’t want visitors to lose sight of who they’re researching or doing business with. Your brand is the most valuable element you have to offer, and you want people to associate the positive experience they have with your name.

What to do: Use your branding colors throughout the site and have your agency name, logo, and (if short enough) motto on a sticky menu that users will see no matter where they are on your site.

Confusing Navigation

The last thing you want is for users to get lost when they’re on your site. If they came there to see your auto offerings or request a quote, it should take them only a few seconds to find what they need. If your navigation isn’t properly organized or seems confusing, it will be difficult for visitors to find what they need, and they may abandon your site.  

What to do: Use sticky drop-down menus so users can navigate to any part of the site no matter what page they’re viewing.

Decentralizing Data

The prospect and customer information you gain from your site’s interactions needs to be stored in your management system. When all your prospect and customer data is in one place, it’s easier to see what certain groupings or individuals need and the best ways to serve those needs. When your data is decentralized, or you enter it manually, you lose efficiency and sales opportunities.

What to do: Integrate all your systems (client portal, marketing automation, CRM) into one centralized location: your agency management system.

Keep your agency equipped for the future with these essential software systems

Meet all Your Agency Website Needs in One Place

We’ve crafted our agency website offerings to address all these common errors, including the critical system integration that brings agency efficiency and effectiveness to a new level.

See samples of our website offerings and hear from Partner Platform agencies about how the Partner Platform system and team can help you do more for your prospects and customers.

Get in touch at [email protected] or 800.747.7005, Option 6, to view a demo and learn more.

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