Selling insurance products is tough in an economy where a majority of people are simply living month-to-month. You need every tool at your disposal, including your insurance website, all displayed at top performance to bring in new leads.
Here are five missteps we’re still seeing from many insurance websites out there. If any of these ring true, or it’s been more than five years since your last redesign, it’s time to tune up your website to get the most from content marketing.
I. No Lead-Generating Content
Blogs are beneficial by attracting viewers and help boost your SEO, but they rarely create conversions by themselves. For that, you need strong calls-to-action that result in landing pages with compelling premium content.
When a lead trades their email address and other personal information in exchange for a free promotional item such as an ebook, video lecture, or software demo, they are opening themselves up for targeted marketing. Focus on generating content aimed specifically for each market that your insurance products serve.
2. Ignoring Mobile
The insurance market is going mobile in a big way, and it’s crucial to be able to keep up. Even if you can’t afford a fancy app like Geico or AllState have, you can make your website far more useful simply by giving it a mobile-friendly upgrade.
Look to Responsive Web Design for a guide in creating a website that will display as well on a 40” home TV as on a 4” smartphone. Websites can easily adapt when they’re formatted with a responsive design. Constructing your website into being more mobile friendly can be done in one single step.
3. A Complex or Cumbersome Interface
Two letters you should pay attention to are UX: User eXperience. Translation, how easy is it to navigate on your website, and how informative and useful it is to the customer. This term is as important as the design trend Google, and it continues pushing the best sites to the top, including those with the highest interface.
Financial websites and insurance website designs included, tend to be difficult and weigh heavy on user options. The more services your enterprise offers, the more determination you will need to put in. This will allow your website to appear inviting, and easy to use – even by people using their thumbs on their phone.
4. Not Standing Out
Selling insurance online is tough – it’s a parity product, and it’s very hard to convince a prospective customer that one vendor is better than another. The Internet, however, it a great tool that will allow your insurance website to grow. Incorporating advanced media forms, such as video productions or professional-grade infographics, will drive you to stand out from the competition.
Your range of online content will allow your website to develop its own “personality”, which in turn will attract viewers based on the strength of your online materials. This way you can bestow your superiority without having to tear down anyone else.
5. Trying Too Hard To Stand Out
Just be careful not to come off as phony or inauthentic. Geico’s hit line, shouldn’t-work-but-it-does, approach caters to their marketing and has apparently ushered in an era of “goofy” insurance companies.
If you have a gimmick, run with it… but remember that online consumers are quite savvy and lean more towards cynicism. Look for ways to stand out by being yourself, rather than adopting a false or deliberately theatrical persona. Think of online consumers as millions of Holden Caulfields, all looking for businesses they hope might not be phony.
Right now is the perfect opportunity to stand out: A fresh and shiny new insurance website redesign will get you more traffic, and put you at the head of the pack!