As an amazing mentor of mine, Stuart Ganis, once said, “You are not on Main Street anymore. You are on Google Street.” And, whether you like it or not, he is spot on.
Your insurance agency website is your 24/7 store front. It’s your virtual office in an online world. Today’s consumers are used to researching, shopping, and transacting online. According to AdWeek, 81% of shoppers research a product online before purchasing.
And, today’s consumers have expectations as to how a reputable website should appear. When those expectations are not met, it’s a bad first impression. Even though this is taking place online, they can still go to your competitor’s more professional website. To them, it’s an easy choice, and you just made it for them.
Much like a brick-and-mortar office, your agency website also needs to appear welcoming, successful, and modern. And, visitors to your virtual agency must also be able to understand your unique value proposition instantly.
Do you have hi-res, compelling imagery, or do you have fuzzy, outdated stock photos? Is the text easy to read, or is it too long or too small? Are your website design elements evenly spaced out, or are they cramped with little room to breathe? Do you have a blog? Videos? Are your social networks linked in the footer? Is your contact information up-to-date and easy to find in the header? How does this all look on a smartphone?
Has your agency invested in search engine optimization? Your website must be catalogued by search engines in order to be found by prospects and clients in online searches. What about backlink development or custom content?