Smartphone Design vs. Tablet Design
• Smartphone screens are
getting larger, but not
enough to stop needing a
• Should be more about
function and user
• Relies on touch to
• Tablet screens are larger,
more closely resemble
• Very little needs to be
changed for a tablet view
• Touch navigation instead of
Tablet Design Tips:
Keep same as the desktop with
minor changes. Such as:
•Remove any hover style
•Use shorter quote forms
•Use alternate images
Should I have a Responsive Design?
Or a Separate Mobile Site?
• Responsive design: a website design that looks the same
on all platforms (desktops, tablets, and smartphones) and
adjusts to screen size and orientation.
• Mobile Website: a separate website design that differs
from the normal look (seen on desktops and tablets) and
only appears on smartphones.
• Responsive designs are good for a clear, consistent look
and feel across all platforms.
• But a mobile website is more user-friendly and easier to
navigate since it is more focused on function.
So why are insurance agencies focusing
so much on mobile website design?
Visibility & Optimization
• Google in particular has bots that specifically crawl mobile
websites, which provides smartphone users doing
searches with more relevant results.
• If your website is not very mobile friendly, it will not be
ranked as highly on mobile searches.
• Google prefers responsive and separate mobile website
Faster Page Loads
• “A second delay in page response can result in a 7%
reduction in conversion.”
Source: eReach Consulting
• Load times are a factor of your website’s overall SEO.
• Mobile websites are designed to be lighter, easier and
faster to load on smartphones.
• Non-mobile-friendly websites may not load at all.
• Mobile searches are about convenience more than
anything. Slow websites are not convenient.
• Long drop down menus are good for compiling a lot of links
and information on normal websites - very bad for mobile
• Lots of clutter and information squishing together makes it
hard for clients to navigate.
• If client has too much trouble browsing content on your
website, they will leave and not look back.
• Remember Touch vs. Click
• Buttons are popular and easy ways to help clients navigate
• Larger text and click to calls
Engagement and Integration
• Engage customers with mobile specific features:
• Click to Calls
• Location mapping
• Easy contact forms
• Add links to social media sites to increase traffic.
• If they ‘like’ you, you can continue engaging them over a longer period of time
Function vs. Fancy
• Pretty websites with lots of options are nice and visually
appealing but clients are visiting your website for a reason.
• Narrow down your website’s options
• Focus on what your clients are wanting from your website
when they are on the go.
• Website mainly a lead generation source? Make quote
forms the easiest thing to access.
• Shorter quote forms make capturing a lead’s basic
information easier, because it is easier for the client to fill
out from their phone.
Better Brand Building
• First looks are important. Having a friendly mobile website
immediately makes you stand apart from a client’s previous
• Easy way to promote yourself and push your best assets to
your target market.
• Another place to include your agency’s logo and other
branding measures to help keep you in the client’s mind.
• Aides with retention by better helping your current clients.
More Cost-Effective than an App
• Mobile searches do not tie in with “App Store” searches.
• Apps will not show up on mobile browser searches.
• Easier for clients to find your website.
• Mobile websites work for iPhone, Android, and Windows
phones with a single design.
• Apps require separate developments for each.
• Apps do work as special complements to your mobile
website, but should be a small part of your mobile efforts.
Never the main event.
• Mobile website designs all revolve around how convenient
your insurance website is for current and potential clients.
• The more user-friendly/functional your design is, the more
likely the client will take action on your website.
• If a mobile website is too cluttered or slow to load, you will
loss a lot of potential leads because clients will leave your
• Your website’s mobile capability factors in to your overall
So what makes a good mobile insurance
Good Mobile Design Tips:
• Minimize the need for typing things in.
• Click to call all phone numbers.
• Buttons are your navigation friend!
• Avoid cramming things close together, so people don’t
accidentally tap the wrong item
• Shorten your quote forms and any customer service forms
• Provide touch feedback so clients know that the website
has registered their touch
• Single column layouts work best
• Single column layout
• Biggest focus: getting a quote
• Buttons to make navigation easier
• Clean feel
• Downside: a little too long
• Single column layout
• Broken up into identifiable pieces
• Very few items to choose from
• Focus is on contacting
• This webinar will be posted to the ITC Marketing blog:
• Join us next month!
• The Importance of Data Upkeep
• Presented by Jennifer Fitzsimmons (AgencyBuzz Product
• Thursday, August 28th at 12pm (CDT)
• Want to register? Visit:
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