Decades ago, the first impression you made with prospective customers might have been in person or through print marketing materials, such as a brochure. These days, your customers’ first impressions of you are likely to be formed online. Long before they meet you in person—if they ever do—your prospects visit your website.
That means your business website has to make a great impression. It’s not enough to simply copy your company brochure in HTML—customers expect more than that, and running a smaller agency is no excuse.
A study by VistaPrint Digital shows that customers have the same expectations for smaller business websites that they have for larger companies—and if the website doesn’t meet those expectations, they’re less likely to buy.1
Selling insurance is all about cultivating trust and credibility. To do that, you have to put your best foot forward, starting with your website. Here are a few things your website needs to do to deliver a great impression.
Have updated graphics. Make sure your look isn’t decades old. If it’s been a while since your brand has had a visual overhaul, now might be the time to hire a web developer with some serious graphic design skills. Everything from the color of your logo to the placement of design elements and the size of your font can pull visitors deeper into your sales funnel—or stop a sale in its tracks. Don’t try to design your own website unless you have professional skills—customers can tell the difference.
Be sure it’s mobile-friendly. The latest statistics are in—having a website without mobile-responsive design can hurt your businesses. 88% of people who search for a certain type of local business on their phone will make contact with that business within 24 hours, and 57% of consumers won’t recommend a business with a bad mobile experience.2
The bottom line is this: your customers expect your website to look just as good—and be just as easy to use—on a mobile phone, iPad, desktop, and any other screen they use. You can’t afford to stick with a static website in the face of those expectations.
Integrate your social. Customers expect your website to serve as the hub for all your social media—including Twitter, Facebook, LinkedIn, and more. They want to see where to find you on other platforms and have the ability to link and share your content.
Provide instant quotes. Nobody wants to pick up the phone these days—or wait days for a quote. The larger insurance companies typically provide instant quote functionalities on their website, and customers expect your website to be just as good.
This may not be true for more complicated business risks—but it’s certainly true for the consumer market.
Deliver relevant content on a regular basis. It can help to think of your website more as a publishing platform than a brochure. Be sure you’re publishing on a regular basis—think relevant, timely content that answers your customers’ most burning questions about insurance. This makes your website a more effective sales tool—by making it a destination that offers more than an opportunity to buy.
To attract customers, insurance websites need to be more than static brochures. Make sure your website is mobile-friendly; integrate your social; offer relevant and frequent content; and be sure your design is up to date. This will help your sales enormously.