Website design and functionality must work together to achieve a specific goal. For most insurance agencies, this goal is to attract potential customers online.
Design and functionality are key components of a strong insurance agency website. The look of your website builds trust with consumers. Features and functionality increase the likelihood that visitors will become potential customers. Here are four of the best lead generation features to focus on for your website.
Feature #1: Mobile-friendly design
We live in the mobile age where 73% of Americans own a smartphone, according to Statista. Today’s mobile devices offer many possibilities in one tool we take everywhere. Therefore, it is not surprising that the smartphone is the most popular device for searching and browsing the web.
In response to this trend, Google began rolling out a mobile index in early 2018. This means that mobile-friendly websites perform better in Google’s mobile search results. why? Google accounts for 95% of the US mobile search engine market As of Q3 2020, 64% of organic search engine visits are via mobile devices.
Why is this important?
Google knows that when someone searches for something unspecified, 65% of the search time is on a mobile device.
If you have a website that is not mobile friendly, it will not rank highly in Google search results. If your website does not rank highly, people are less likely to visit your website. This means fewer potential clients for your agency.
However, there is another reason to make your website mobile-friendly: to meet consumer expectations.
Potential clients and clients browse the insurance agency’s website on their phones. Do you know what they see? Tip: If you find it difficult to navigate your website on mobile, they are.
To make your website mobile friendly, you will choose either a responsive or adaptive website design. Both can help achieve a smooth mobile user experience.
Feature #2: Online Forms and Consumer Evaluator
The simplest way to get leads on a website is by using a form. Forms are where interested prospects can enter their information in exchange for something. Like a free report or a comparison quote. It’s a way for a potential customer to raise their hand and say they want to hear from you.
Insurance agencies looking to get leads online can use a variety of formats. Most websites have a newsletter subscription form or contact form, at least. There are also request for quotes forms for every line of business you write.
Always test every form on your website to make sure it works. Check for spelling errors in the forms. Use large, animated, easy-to-use buttons and text large enough to read. It is useful to set up an auto-response or confirmation page to show that the form was submitted successfully. Complete the experiment by including when they should expect a response.
For some lines of business, there are online consumer evaluators. If you offer one of these fonts, your agency will need to have this technology on your website. Consumers don’t want to spend Saturdays getting insurance. It’s a hard fact, but they don’t.
Tech companies and online writers have made consumers expect instant gratification. In our industry, that means getting a quote any day of the week, any time. This was where the big carriers and live writers had an advantage. Not anymore.
Next-generation online consumer rating platforms offer a fully mobile-responsive design. Plus, they have time-saving techniques like pre-filling data, and they don’t feel like an online insurance form. This technology makes it easier for your customers and can significantly increase your potential customers.
Feature #3: Customer Services
Show your clients that you deserve their business. Get claim information and service forms available and easy to find on your website.
These are not strictly lead generation features. But offering these services on your website provides an excellent customer experience. It also indicates to visitors that your agency wants to serve them when, where and how they want to be served.
Let customers start the claim process on your website. It is convenient for them and your agency. You will already have accident information on hand when you talk to the customer. The process will be simpler for both parties.
Customers sometimes need to request changes to their policies or request an ID. Make this process easier by displaying it on your insurance agency’s website.
Feature #4: Website Content
As mentioned earlier, the right website content creates trust online. But it can also generate leads for your agency. how? The content is all about the long game. The benefits may not appear immediately, but they are there.
Here’s the most important rule: Create valuable content.
If you regularly produce high quality content, people will come back. Content can drive traffic to your website as long as it is valuable to your readers.
The blog achieves three goals simultaneously.
- Search engines reward websites that publish new content with a higher ranking in search results.
- Valuable content attracts and connects with people searching online. It’s also easy to share elsewhere online – like social media – to generate interest in your agency.
- It can also position your agency as a thought leader in the industry.
Remember, don’t produce excessive sales or self-serving content. Avoid adding too much fluff.
The great thing about the content is that it is not restricted by the medium. Great content is only limited by your imagination.
Blogs, blogs, webinars, geo-location pages, videos, FAQs, case studies, gifts, content, employee profiles, slideshows, infographics, newsletters, and more. Your world is an oyster.
You should really aim to share as much content as possible that you can post. But also make it easy for your readers to share your content. Posts are gold for your agency because they act as a third party to endorse your content. If possible, add a sharing plugin to your blog and related web pages.
The supporting content we talked about above is just as important as the actual content of your website. Your home page, local pages, and business pages are the meat and potatoes of your website.
Your home page will likely provide information to many audiences. Consumers who visit your homepage may like various types of policies or may not shop at all. Someone looking at any of your line of business pages has shown an interest in a particular policy type, and the content should reflect that. There are also existing customers looking for more information about a claim, your agency’s opening hours, or checking out FAQs.
Always keep your audience in mind when deciding the content of each page. It will help your audience determine the keyword selection, call-to-action, design and resources available on each page.
Zach Weeks is a content marketing specialist at Insurance Technologies Corporation (ITC), a provider of marketing, rating, and management services and software for the insurance industry. ITC helps its clients across the United States grow their businesses and increase their business efficiency through a philosophy of providing high quality programs and services.
A version of this article originally appeared on the International Trade Center blog and is republished here with consent.