How to Get Started with a New Website Redesign
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In the January 2020 edition of Masters of Marketing, join ITC project Manager Karly Baker as she goes over the steps you should take when redesigning your insurance website.
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How to Get Started with a New Website Redesign
- 1. Step by Step How to Get Started With A New Website Redesign Karly Baker OnBoarding Project Manager
- 2. Housekeeping • Find a recording of today’s webinar at www.resources.getitc.com/masters-of- marketing • Ask questions in the webinar chat box • Join the conversation on Twitter with the hashtag #MastersMktg (follow us at @InsTechCorp!) • Join us next time on Thursday, February 20th for 5 Email Marketing Trends You Need to Know for 2020 (and Beyond) hosted by Heather Cherry, AgencyBuzz Product Manager
- 3. Where do I start?
- 4. Branding Photos & Colors “Choice of color has the ability to generate a positive impact to the visitor and as a result, make the visitor stay longer.” - Cyriac
- 5. Logo “A logo anchors a company's brand and becomes the single most visible display of the company within the target market.” – Jason Gillikin
- 13. Color Matters “Color can sway thinking, change actions, and cause reactions. It can irritate or soothe your eyes, raise your blood pressure or suppress your appetite.” - J.L. Morton
- 14. How do I choose colors? What color makes you happy? What's your favorite color? What’s your product?
- 15. Choosing appropriate Photographs for your Website 1. Feeling 2. Color 3. Target Audience 4. Main Purpose of website
- 20. What is a Call To Action (CTA)? • Call to Action (CTA) “A combination of words or phrases that seek to inspire action” - Alex Birkett
- 24. Which Design is right for me?
- 25. What is a Target Audience? “A target audience is a specific group of consumers that will be the most receptive to your products, services and promotions.” - Kristen McCormick
- 33. Recap 1. Branding 2. Domain Name; your URL. 1.www.Whois.com 3. Knowing your target Audience 4. Direction you want to go with the website.
- 34. Housekeeping • Find a recording of today’s webinar at www.resources.getitc.com/masters-of- marketing • Ask questions in the webinar chat box • Join the conversation on Twitter with the hashtag #MastersMktg (follow us at @InsTechCorp!) • Join us next time on Thursday, February 20th for 5 Email Marketing Trends You Need to Know for 2020 (and Beyond) hosted by Heather Cherry, AgencyBuzz Product Manager
- 35. Sources • https://thrivehive.com/how-to-identify-your-target-audience/ • https://conversionxl.com/blog/call-to-action-examples/ • https://www.colormatters.com/ • https://digital-photography-school.com/6-reasons-why-photography-matters/ • https://www.techwyse.com/blog/website-design/importance-of-color-selection-in- website-design/ • https://blog.hubspot.com/marketing/optimize-website-for-lead-generation
Editor's Notes
- HI everyone, My name is Karly Baker and I am the OnBoarding Project Manger here at ITC. I have been happily with ITC going on 6 years now.
- Just a few quick housekeeping items. She’s gong to talk about trends such as: - Email Authentication (ah –thin-ti-ca-tion) - Accessibility - User-Generated Content (Reviews, Testimonials) - Short & Direct Video Content - Marketing Automation
- Okay so let’s get started. Today we will discuss how to get started with a new website redesign. Meaning you already have a site but are in dire need of a revamp! We will be discussing everything from your branding, understanding how photo choices can make or break your website. We will also dive into choosing the best design for your agency and Call to Actions.
- READ QUOTE Knowing your brand is key. Do you have a logo? Do you have specific colors for your logo? Who is your target audience? Who are you trying to reach? The steps to understanding your target audience are typically taken during the planning phase of your business. When you are designing your product of service, one of the many questions you ask yourself is, “Who is this going to appeal to?” or “Who do I want to appeal to the most?” It is important to identify your target audience, so that you can maximize the effectiveness of your marketing.
- READ QUOTE A well-designed logo is an essential part of any company's overall marketing strategy. A logo is made to be the face of the company. Logos are a display of the company’s unique identity and through colors, fonts and images they provide essential information about a company that allows customers to identify with the company's core brand.
- Here are some logos that some of my agents that I work with have on their websites. ITC’s design team has created some but not all of these logos. I want you to take note of how tight all these logos are. Logos need to work both on large and small scale. Also most of these logos have an icon with the agency name, which can be used separately on a t-shirt, binders, mouse pad anything you would normally use as marketing materials… Now, if you don’t have a logo or branding currently, don’t worry. Most website providers can create branding for you. For example, ITC has a logo questionnaire we send out. Once completed by they agent, we get a quote from our design team for multiple logo mockups. The quote depends on the information provided in the questionnaire. Once a logo is finalized we provide all the file formats for any future printing use. Okay, so now I want to show some of these logos with the website we created for the agent. To show how the branding is used throughout the website design. This is really where your designer will get to show their experience and creativity.
- Winnett Insurance Agency. Our design team did create this logo. So let me ask you a question. What do you think this website is focused on? What are they trying to draw attention to? If you said Auto insurance you are correct. The logo has a car in the design, the main photo is a vehicle and the Call to Action in the center says, “get an auto insurance quote” There is no question whatsoever what kind of leads this site is trying to generate. It is a very successful design; simple straight to the point.
- Dotterer Insurance. Now this agency is more focused on creating a strong brand vs line of business specific. The logo has the duck outline, which represents their area. So naturally when we were looking through images. I made sure we chose an image that conceptually worked with the logo.
- Save Money Car Insurance. Our design team also created this logo. This site is similar to the Winnett Insurance Agency; Focused on Auto insurance. Again it is pretty straight forward what leads this site is trying to generate. Therefore the photo and center call to action reflects the logo. Car insurance and green colors.
- The Jordan Insurance Agency. With this agency, their main focus is more Life & Health/Medicare. Therefore, we chose and image that has an older couple and the blues of the couch, window frames and the couples pants play with the logo colors. The main call to action is the yellow button “request a quote” in the middle of the site. Also, if you notice they have another yellow button at the top right corner. Most times it takes a viewer two or three times of seeing something before they take action, so having the “request a quote” in multiple places is very beneficial.
- BIG Insurance.com – ITC did in fact create this logo for the agent. James and I had a few rounds of logo mockups created before we finalized on the logo he wanted to use. To give you an idea, the Big Insurance logos at the bottom left, are examples of where we started with the logo design. He was a hunting man and wanted the logo to reflect who he is as a person/agent. However, after further review he decided to go in a different direction, which turned out great and really compliments his website design.
- Lastly, we have GreenHaven Insurance - this logo was provided by agent. I was a little hesitant about this agency’s logo at first, considering how bright the green and blue is. However, as you can clearly see – our design team did a fabulous job making this site very successful, even with the bright colors. I enjoy how the leaves were used for the 6 Lines of Business buttons in the middle. Also, how they incorporated the logo and white space throughout the website design.
- Read Quote Choosing an appropriate color combination in the website design process is considered one of the most important (yet often overlooked) elements in creating a successful website. When deciding on the appropriate color scheme for a website, consideration should be given to the target audience. It is important to relate your product / service to a color relevant to your industry. For example, “Red means STOP, Green means GO” Colors used for a product, web site, business card, or logo cause powerful reactions.
- What color makes you happy? What's your favorite color? What’s your product? Get in touch with the colors that resonate with you. For me I enjoy the first two colors schemes the most. Cool colors, blues and greens, nature… because when I think about the outdoors - I get a since of peace, calmness, happiness – being at ease. So find what colors connects with you and build on it. But remember keep it simple. Your brand is a direct representation of who you are. It needs to reflect your likes, your product and the feeling you are wanting to portray.
- Photos give off feeling as well. When choosing you’re photos, keep in mind your branding, target audience and purpose of your website.
- Like I mentioned earlier, the photo choice here is crucial. Imagine this Dotterer Insurance website with a photo of a Car. It would not be near as effective as this dock image. Not only does this image have the water and dock that connects the duck outline but it also has the green grass, which connects the logo color. All around this image is extremely effective and communicates the brand 100%. I would not change a thing.
- Same for this website. The logo says, “save money car insurance” therefore the image that was chosen is a car, with greenary on the side of the road. But if we dive in a little deeper, we notice the tag line, “worlds fastest anonymous quote” now if we look at the image again. Everything around the car is blurry, emphasizing movement -> fast movement. So everything is connected. Lastly, the subtext or smaller text says, “saving you time and money with online quoting” this brings you all the way back to the logo, Save Money Car Insurance.
- Looking at the main cargo container photo, notice the websites main lines of business buttons: Liability, Cargo, Physical Damage, Workers Comp and permits. And if you read the logo, Pacific Coast Insurance services. The main cargo photo connects the product and services of what this agency is selling. Also, the blues throughout the main image fits perfectly with the logo. The photograph creates a smooth transition throughout the website design.
- Lastly, the Jordan Insurance Agency. I briefly spoke about this one earlier but to dive in a little closely. Their main focus is the life & health/medicare we mentioned earlier. However, the image with the couple off centered to the right, allows the call to action on the left, to catch the focus. Most people are visual, so they will most likely automatically be drawn to the couple on the couch first but soon after they are either going to see the yellow button at the top or the call to action right there in the middle, “were local & independent. Let us help you find the right coverage to suit your needs – Request A Quote” This image choice is very successful with the off center couple and how open it is. Nothing on this image is competing with the other. The couple has their own space, the Call to Action has its own space and the logo has its own space as well. The spacing is great, no clutter.
- So with these examples, I’ve been referring to a Call to Action a lot and just to make sure we are all on the same page. I want to clarify a bit. A Call to Action – commonly referred to as CTA Refers to any message designed to prompt an immediate response or encourage an immediate sale. It really is as simple as it sounds: a call for someone to take action. READ QUOTE Birkett also states: That there are generally two questions that help you with CTAs. Which are: What is my prospect’s motivation for clicking this button? What is my prospect going to get when she or he clicks this button? If you can answer these questions clearly, you’ll have a quality Call to Action button.
- Using the same examples we've been using, I want to point out the CTAs on these sites. “We are Advisors, advocates and experts for you” Our Story, Request A Quote and Contact Us This agent wants to build a relationship. They want you to get to know them, choose them to do business with. They are not shoving Get A Quote or Instant Quote or Request A Quote down your throat or sell you something. They are simply saying, we have your back – choose us.
- “Worlds Fastest Anonymous Quote” Saving you time and money with online quoting. Call to Action – get a quote and get it quick. Easy. Simple. No agent needed. This website is the complete opposite of Dotterer Insurance. They do want you to complete the quote; fully online and instant.
- Same for Winnett. “get an auto insurance quote let our 30+ years of experience help you.” Again with the Auto quote but also drawing attention to there experience and building credibility.
- Okay, so you’ve got your branding created. You have your logo. We’ve discussed how important it is choosing images and photographs. So how do you choose a design?
- Know your target Audience. This group is based on factors like age, location, income, and more. READ QUOTE McCormick gives a great example, “If you are a physical therapist, your target audience might be athletes who are recovering from injury; senior citizens looking to maintain mobility; or middle-aged men and women with back pain” It is important to have a target audience because the language, channels, and information you use to communicate with and appeal to one demographic may not be as effective with another. Having a target audience gives you direction in your marketing, gives more consistency in your messaging and allows you to deepen your connection with your customers. So with that being said, why are people coming to your site? To find your location? To learn about your agency? To get a quote? Or simply to give you a call? Knowing what your target audience is looking for will assist with choosing your design layout.
- For example, Get A Quote. Get Started. -> Button
- Our Story. Request A Quote. Contact Us. -> Button
- Start Your Free Quote -> drop down.
- What can we help you with -> drop down. Whatever company you decide to work with, their designs should have a variety of layout options for you to choose from. For example, if you are working with an older target audience the drop down might be too advanced and scare them away. So a simple button call to action saying, “contact us today” or “have questions, call us” would be more effective for you. Now if you’re working with a fast pasted clientele…
- Something like the save money website could be a better option.
- ITC has many different responsive designs for you to choose from. You simply have to know what you want with the website and our team will pull the other information out of you. It is my job to ask the important questions. Why are people coming to your site? What are they looking for? Is it more important for a viewer to get a quote online or pick up the phone and call you. What do you want to happen? We understand that you’re not a designer. You sell insurance, that’s what your good at and that’s where your focus is. However, creating a website is a project, one that you have to be ready to start. Yes, we design everyday and that’s what we are good at but if we don’t get direction from you, it complicates the process because there are essentially 1000 different directions we can go. All of the examples we looked at today, the photos were chosen by me. Some the logos were provided and our team built the website around the logo. Others like Winnett, nothing was provided except a direction. He told me he wanted a simple site that focusses on Auto Insurance. I pulled a few more details out of him like, testimonials, blogging, mission statement but other than they he gave us free reign and we did what we do best. He loves the site, which makes us very happy.
- Typically what you need to get started with the website project. Agency Name Domain Name; your URL. Knowing your target Audience Direction you want to go with the website. I can only speak for ITC. But our sales reps will help you narrow down which layout is benefitable for you; depending on your goals and budget. Also, depending on the plan you choose, you will be assigned a personal design consultant and/or SEO Consultant to review the chosen website design in detail, as well as assist with your websites Search Engine Optimization. Because let’s face it, the entire purpose to have a website is online presence and to generate leads and we all know Google is all powerful. Like Beyoncé says, Who runs the word? Google. Google absolutely runs this world.
- So to recap. When you make the decision to start a website project. Make sure you’re ready to be engaged and involved in the decision making process. Your website provider will do all the heavy lifting but only you truly know the ins and outs of your agency. We need your input and guidance when building your site. 1. So have your branding or at least the agency name ready 2. Have your domain name or find one we can purchase for you. You can search domain names using whois.com 3. Know your target audience and who you are talking to. 4. Because that is what will drive the direction of your new website.
- Awesome! So I hope this has been helpful and informative. If you have any questions please feel free to contact our support team. If they cant answer your questions, they will find someone who can. Friendly reminder, find a recording of today’s webinar at www.resources.getitc.com/masters-of-marketing Join us next time on Thursday, February 20th for 5 Email Marketing Trends You Need to Know for 2020 (and Beyond) hosted by Heather Cherry, AgencyBuzz Product Manager Alright, y’all have a wonderful day! Thank you so much!