Common Mistakes on Insurance Agency Websites


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Common Mistakes on Insurance Agency Websites

  1. 1. 13 Unlucky (But Common) Mistakes on Insurance Agency Websites And How to Fix Them
  2. 2. Mistakes happen. But they don’t have to.
  3. 3. Mistake #1 Narrow Websites Less really is more. But don’t go too far. Modern Average Website Width: 1000 pixels Narrow websites will give potential clients the impression that you don’t pay much attention to your website.
  4. 4. The Quick Fix Widen Your Website to give yourself more room
  5. 5. Mistake #2 Messy Color Schemes Color is important. A bad color scheme is a bad first impression. Colors that are too similar to each other will be hard to read.
  6. 6. The Quick Fix Focus on Your Branding Match your website colors to your logo. Use lighter and darker shades of one color in your logo. Use any additional colors as “highlight” colors to make your call to actions stand out. Other Modern Trends: “Bright Sites” Many websites can help you give good color scheme ideas.
  7. 7. Mistake #3 No Contact Information Phone numbers and address not easily found on your website. How do you let your clients know how to contact you?
  8. 8. The Quick Fix Add your office’s physical address and phone number(s) on the bottom of your website Bonus: Phone number in top right
  9. 9. Mistake #4 Empty Website A website is not a virtual business card. How do you want your customers to interact with your website?
  10. 10. The Quick Fix Features & Functions Make your website usable. • Add Quote Forms • Let people manage their policy • Add claims and payment information The more interactive the website, the more automated your process can be.
  11. 11. Mistake #5 Complicated and Cluttered Don’t go overboard on features. Easier for your call to actions to get lost. User un-friendly websites cause frustration.
  12. 12. The Quick Fix Rely on your navigation menu Avoid too many clicks to get where the client wants to go
  13. 13. Mistake #6 No Lines of Business How will your clients know what you can do for them? If they do not see what they are looking for, a client may leave your website.
  14. 14. The Quick Fix Promote Your Biggest Lines of Business Reserve a prominent section of your website to show off 3-5 lines of business that you offer. Avoid putting too many or it will get crowded. They can be lines you do the most business in already or lines you are wanting to drive more traffic towards.
  15. 15. Mistake #7 No Quote Forms “Want it now” mentality Less interactive the website, less chance for a sale
  16. 16. The Quick Fix Add at least 1 Quote Form It’s all about process: • • Clients fills out quote form • Receive lead Add client to prospect mailing list • Contact client Get the customer involved in the process from the start – higher chance for a sale Bonus: Use an online rater like Turborater or EZLynx
  17. 17. Mistake #8 Overly Long Quote Forms Longer forms are good for current customers being directed to the website by an agent. For potential clients, longer forms can be intimidating and have less chance of being submitted.
  18. 18. The Quick Fix Use Shorter Forms Shorter forms that capture just the most basic information tend to be completed more often. Easier to fill out and not as intimidating. Gives you reason to contact customer and establish a personal relationship during quoting process.
  19. 19. Mistake #9 No Way to Pay Online Don’t make it hard for clients to pay their bill online. Adding payment links can also decrease chance of letting a policy lapse.
  20. 20. The Quick Fix Add Links to Company Payment Pages Makes your website more necessary for your current clients and helps with retention.
  21. 21. Mistake #10 No Claims Information Claims are already a stressful process. Having to track down easy to post information will hurt your relationship with your client.
  22. 22. The Quick Fix Add Your Carriers’ Claims Information Whether it’s a phone number, a link to another website, or adding your own claim form – post it on your website somewhere easy to find.
  23. 23. Mistake #11 Using Too Much Flash Flash slideshows are large files and will cause your website to load slower. Flash created files will also not work on tablets or mobile phones. More websites are moving away from Flash because of this. Too much animation can confuse a client and hurts the eye.
  24. 24. The Quick Fix Use HTML5 HTML5 works in much the same way as Flash, without slowing down your website or not working on certain devices. This is becoming a modern industry standard.
  25. 25. Mistake #12 Intro/Splash Pages Falls under the “user un-friendly” category by adding another step between the client and the substance of your website. Splash pages now hurt your search engine rankings, because they do not include text content.
  26. 26. The Quick Fix Ditch the Splash Page It’s unnecessary and can annoy your clients. Focus that energy on making your home page stand out. If need be, create a landing page instead.
  27. 27. Mistake #13 Auto-Play Videos/Music Fastest way to get a customer to click away from your website Automatically playing music and video used to be popular, but now is viewed as outdated and an annoyance.
  28. 28. The Quick Fix Don’t Automatically Play the Music or Video Giving the customer the choice to watch the video by adding a play button. Videos are wonderful and efficient ways to capture you clients interest. But don’t force them into it.
  29. 29. Lessons to Learn 1. Make your site easy for any client to use 2. Make them useful, get your clients involved with the process 3. Keep your website design up to date with current trends
  30. 30. Want to Learn Even More? ITC is holding the first ITC Agent Conference on April 15 & 16