How to Modernize Your Agency’s Website
The Internet and technology have changed the game when it comes to the way agents connect with their current and potential clients.
According to GE Capital Retail Bank in 2019, 81% of Internet users conduct product research online before making a purchase.
This includes conducting research on insurance providers.
In fact, your number one inbound lead channel is from your company website.
By ignoring your website in today’s digital world you are handing off many clients to your competitors just because they have a more updated, user-friendly, and responsive website.
While so many people are searching online for insurance, it's important that you don't allow your agency to be over looked because your website is outdated.
You work hard to generate new clients and satisfy existing ones, so you need a website that works just as hard as you do everyday to ensure the success of your agency and the connections you have with clients.
One of the most daunting steps when it comes to building a new website is how you want to go about getting the work done.
Do you want to hire a design firm to build your new and improved site or do you think you can handle it on your own with the use of today’s technology?
Let’s start off with the scenario of outsourcing the website build.
This can be a great option for many who don’t have the time and/or are hindered by technology.
Website builds are becoming cheaper and cheaper now that new platforms have been developed to help even a basic user build a simple website.
When you are hiring someone outside of the business there are a few things to get straight:
Gather all of your business vital information
Have a high-resolution logo ready to send
Compile a list of websites that you admire
What is the main offer you are going to put out to attract potential customers
Have a style guide that includes your current brand identity
Make sure you have a deadline in mind
Ask what the process of completing the website looks like
Know what you don’t want more than what you do want
What integrations do you want to incorporate with the site
Now, let’s say you’re feeling ambitious and want to give this website thing a try on your own.
Your first decision has to be what platform you are going to use.
There are so many to choose from that it can be difficult to weed out the real contenders from the fakes.
Weigh out the pros and cons of each platform depending on your business needs.
From there, a modern website can be broken down into a handful of aspects.
These five characteristics will help you recognize which parts of your website may need more attention.
Text
Font and typography on a website are effective tools which help get people to read what your agency has to offer.
The style of text you use will help create familiarity with your brand to readers and give your business an online identity.
Selecting the style of font for your website is important and often overlooked.
San serif fonts are the simplest to read when they are on top of images or colored backgrounds.
They keep your website looking simple and neat to readers.
Images & Videos
Having outdated images or even none at all, is a sure sign that your website hasn't been updated in some time.
Imagery is a key element to any modern website.
Images and videos are effective ways to engage visitors on your website and if done correctly, they have the ability to send strong messages and teach visitors more about your agency in a shorter amount of time while using less space.
Also, incorporating graphic illustrations or company photographs will enhance the experience your site gives visitors and put a realistic face to your agency - since you are real people and not just bots.
Mobile Friendly
Today, 96% of Americans use a smartphone according to Pew Research (2019).
While you may have learned how to freshen up your website, the next step is to make sure that your updated website is mobile friendly for clients who frequently use their phones or tablets to search online.
Desktops are not always available when we want to search a product online.
Most people use Google to search the product they're interested in while on the go.
People lead busy lives and are always moving, so jumping on the mobile bandwagon is a smart business decision if you want to create more connections with clients.
It’s important that clients have a similar experience viewing the website no matter what device they are using, whether it's a desktop, laptop, smartphone, or tablet.
See also: Is Your Agency Mobile Friendly?
Social Media Friendly & Digital Offerings
It’s estimated that over 80% of the U.S population uses some type of social media platform.
Social media platforms such as Twitter, Facebook, LinkedIn, and YouTube are great ways to extend the life of your website content and reach a large number of people.
Incorporating social media links on your agency’s website is a simple, yet effective way to spread awareness of your brand to multiple channels with just a few clicks.
As mentioned earlier, social profiles add another element of being real and authentic to potential clients, just make sure you post frequently on them.
It’s not enough to simply make the profile and never touch them again.
A part from your site being mobile-friendly, it should serve a few purposes to current and future clients.
With coming generations, which will make up the majority of your future clientele, it’s important to them to be able to do as much as possible on your site or mobile app with as little human interaction as possible. Such as:
Requesting a quote
Receiving a quote
Signing documents
Making payments
Asking questions
Submitting a claim (bonus if you can submit pictures for the claim too)
Viewing policies
Making changes to policies
Adding and removing options
Updating contact information
The more accessible your agency is, the easier it will be for your current and future clients.
Not to mention your agents as well.
Simplicity
Keep it flat!
The latest trend in web design is a flat appearance.
This means that your website doesn’t give a multi-dimensional perception.
Maintaining a layout that is simple and consistent, will allow visitors to the website to be less distracted by extra features and instead focus on the content and message you want to display.
Simplicity is also important when handling the navigation of your site.
Consistency between pages is helpful and less distracting for visitors.
The goal when navigating through a website is to get to where you want to be with as few clicks as possible.
Organize your website in a way that prioritizes the content readers are looking for.
For more help: Insurance Website Design Guide
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