Having a website is no longer just an option for an insurance business. If you don’t have a site, you’re simply not competitive. However, simply having a website is no longer enough. You need to have the kind of site that will bring new clients to your business and that will actively help you to grow your profits. Unfortunately, bad website design does abound in the insurance industry. Below are seven of the most common errors that are found in insurance sites – errors that your business must avoid if you want your site to be a money-maker.
How easy is it to navigate your website? If you don’t think that it’s easy to find information on your site, you can be certain that your customers will feel the same way. Complex navigation is one of the worst additions a site owner can make to his or her website, as it not only makes it harder for the client to find what he or she needs but it also slows down the process of converting a site visitor into a paying customer. While it’s fine to have multiple pages, you must make it as easy as possible for a customer to spend money. Take the time to ensure that a customer is never more than one click away from getting to a place where he or she can either contact your business or sign up for a new policy.
Too Much Information
Information is a good thing. Insurance customers rely on information to make an informed choice and to get the kinds of policies they need. Unfortunately, too much information can make a website hard to use. It’s easy to fill up pages with text in a field like insurance, but the truth is that customers tend to respond better to pages that are less cluttered. Instead of overwhelming your customers with excess information, cut things down to that which they really need to know. Make sure that you spend some time ensuring that everything is presented in a manner that is not only easy to read, but that is easy for your customers to digest. The better your presentation, the more customers will enjoy using your site.
Not Optimized for Mobile
More people surf the web on mobile devices than on traditional computers. This means that insurance companies that fail to optimize for mobile are leaving money on the table. At this point, you need to make sure that mobile is your primary priority with a web design that works as well on a phone as it does on a typical computer screen. Make your icons easy to view on smaller screens and all of your buttons easy to tap on with a finger. The better optimized your site is for mobile, the better your chance will be of bringing in more customers from the platform. If you choose to ignore mobile users, those users will choose to ignore your company.
One of the key factors of building a good website is speed. Most web users expect a site to load in under two seconds, with almost half of them abandoning a site if it takes any longer to load. While images and videos can be great for sales, don’t use those that will slow down your page. Always err on the side of those choices that will make your site faster, especially if you can get the loading speed down to under two seconds. The faster your loading time, the more customers that will stick around and ultimately the more that will choose to become clients of your company.
Lack of Promotion
It’s remarkably easy to forget to promote your business on a website. You need to make sure that your business’ name and the actual purpose of your site are displayed prominently where the information can be immediately viewed –check it out! for a good example. If your business name isn’t above the fold on your site, it will be very easy for your potential customers to absorb your content without actually being converted to paying customers.
Lack of Contact
Do your potential clients have a way of contacting you? If that method isn’t immediately obvious, you are leaving money on the table. If nothing else, you need to have all of your contact information in a place that’s easy to find, not just crammed in a footer on the bottom of one page. Remember, the goal of your website is to bring in new customers, so always make sure that you’re giving potential customers a way to contact you. Failure to do so isn’t just bad web design, but a bad business practice in general.
Forgetting to Sell
Don’t forget that the purpose of your website is to bring in new customers! It’s very easy to get lost in the design process, putting aesthetics above functionality. Take some time to look at your site as a customer would, and determine if you’re easily able to spend money with your firm. Your customers should be able to get as close to finalizing a policy on your site as possible so that they won’t wander away after they’ve read your content. Every step you put between your customer and their ability to spend money is a way that you can lose a client, so streamline the selling process as much as you can.
Remember, the goal of your website is to help connect your business with clients. Always make sure that your decisions are based on making the experience as painless as possible for your clients and as friendly to conducting business as possible. Make sure that your site is fast, responsive, and easy to use if you want to ensure that you have the best possible chance of converting curious visitors into paying clients. With a little optimization work, you can turn any site into a profitable gateway for your insurance company.