Research shows almost 70% of insurance consumers do an online search before making their purchase. That means 70% of your prospects are looking for you online. Are you one of the insurance websites that will keep them engaged?
With “insurance near me” online searches growing by over 100% in the last two years, you need to be one of the stand-out insurance agency websites to make an impression. To stay competitive, be sure your site includes:
1. Clear branding elements
Your agency website should clearly state: “This is us. This is what we do. This is what we value.” That means giving your agency name and logo prominence and using your branding (logos, colors, and text) throughout the site. Have your mission or value statement front and center and include photos of your community to show your personalized approach.
2. Succinct messaging and minimal text
There’s no doubt a lot you can say about your agency and why you’re the best choice in town, but your website isn’t the place for too much detail. Focus on getting across the services you offer, the value you bring, and how people can get in touch with you.
Despite the high volume of online searches, close to 80% of insurance consumers call an agency before closing the deal. You can fill in all the details and personal stories on the phone, but your website should get right to the point to get you connected.
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3. Prominent call to action
To foster that connection, you need a consistent, prominent call to action throughout your site. This could be a “Contact Us” or “Get a Quote” button or another action-oriented callout. Prospects shouldn’t need to search to figure out how to get in touch – make it obvious.
4. Mobile access
More than half of online insurance searches take place via a mobile device. If your website isn’t optimized for mobile access, it can get scrambled when viewed on such devices, frustrating prospects and turning them away. Ensure your site can adapt so it looks its best no matter how someone finds it.
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5. Connected Client Portal
As we have cited before, Microsoft found 90% of consumers worldwide expect organizations to offer a self-service portal. Insurance agencies are no exception. Besides providing an online self-service portal, you need to ensure your client portal integrates with your management system, CRM, and other customer data-driven software. The more your agency tools connect, the smoother your operations.
Get All Your Agency Website Must-Haves in One Place
If you’re looking for an experienced partner to help you craft an engaging, professional agency website, the Partner Platform team has you covered. We now offer custom, agency-branded sites to help agencies promote their brand and better serve their customers.
Find out more about our agency website offering here.
Sarah Deak has been contributing to the SIS team since 2013, covering topics like agency perpetuation, workflow improvements, data security, and marketing. She has a background in small business, working with organizations to improve their online presence and client engagement. Sarah also writes for the SIS newsletters and website, and counts herself lucky to hear from our many passionate, hard-working clients for our client stories. Her favorite part about working for SIS are the dedicated, service-minded people.