You know you need a website … but do you know what your website really needs?
While having a website is important, just filling a couple of pages with some text and a few random images isn’t going to do you any favors.
With over three-quarters of consumers taking their product research online, you’ve got some steep competition. If you want to stand out and truly harness the power of the internet there are a few important principles you need to keep in mind.
Keep reading for a few tips to help optimize your insurance company’s website.
Keep It Simple
With all that empty space and no real limits, it’s easy to let your website get a little bloated.
Many websites tend toward adding more text than necessary, making it difficult for visitors to understand your message. The key to good website design is to keep it simple and highly scannable.
Research shows that most website visitors scan content rather than reading. In fact, only about 16% of visitors read web pages word for word.
Content is King–Start a Blog
If you don’t have one already, your website needs an active blog (with an emphasis on active).
When implemented as a part of a content marketing strategy, blogging can produce conversion rates almost six times higher than traditional marketing techniques.
If you think you don’t have anything to blog about–think again.
Start with your customer’s needs. If you know they’re shopping for car insurance, give them actionable advice they can use in their search or with their vehicles.
With over 70% of adult internet users on Facebook, it’s clear–you need a social media presence.
Make sure that both your website and your social media accounts are connected.
Track Your Results
Like the saying goes: what gets measured, gets managed.
Unlike old-school marketing techniques like cold calls or direct mail, website conversion rates are staggeringly simple to track. One of the best solutions is even free.
Make sure Google Analytics or another tracking tool is set up on your website so you can see where your visitors are going and what they’re doing.
Are You Mobile Friendly?
Mobile devices are now the primary internet usage device across the globe. In the US, mobile devices account for over 70% of internet use time.
With a stat like that, it should be pretty clear that your website must be mobile friendly in order to compete.
Bonus Tip: Don’t Forget To Tell Your Visitors What To Do
The internet is a distracting place. From cat videos to Facebook, it doesn’t take much to pull most of us into a mind numbing malaise of web surfing.
Your company’s website is just another island in an endless sea of information. If you don’t give your visitors a clear call to action, you’ll likely lose them to the fascinating meme their cousin just tweeted.
When someone searches for something like “best life insurance companies in Canada” and finds your website, make sure you tell them what to do. Otherwise, they may just go back to the search results and move on.
If you’re ready to get started optimizing your insurance company’s website, start with an audit. You’ll get a clear picture of what you’re doing right–and wrong.
For more help with your website and online marketing strategy, check out the blog.