The days of the Main Street storefront insurance agency are just about over. In the digital age, your website is often the first impression that potential clients have of your insurance brokerage. That’s why it’s essential to have a modern, user-friendly website that accurately represents your business. If your current website is difficult to navigate or looks like a throwback to Web 1.0, you could be missing out on valuable leads and potential customers. Let’s take a look at what insurance brokers should include in a website redesign to attract and retain clients.
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Optimize Your UX
One of the most critical aspects of any website is having intuitive navigation and user experience. Your website should be easy to use and navigate, with clear calls to action and navigation menus. Ensure that potential clients can easily find information about the services your brokerage offers and how to contact your organization. A website’s user experience can significantly impact whether potential clients trust or engage with your business.
Desktops and laptops are quickly riding off into the sunset. More internet browsing than ever now comes from mobile devices such as smartphones and tablets. That makes it essential to have a website that looks and functions as well on a small, tall, and narrow phone screen as it does on a traditional 24-inch monitor. Ensure your website is optimized for mobile devices with responsive design, making it easy for clients to browse your website no matter which device they use.
Build a Site That’s All Your Own
Many web developers build their clients’ sites from templates. But your potential clients shouldn’t know that. A major part of what insurance brokers should include in a website redesign is a wealth of unique content that accurately reflects the services your brokerage offers. Go the extra mile to separate yourself from the competition by including blog posts or case studies that showcase your brokerage’s expertise and value proposition. Having compelling content on your website can significantly influence customer engagement and trust. Including social proof, such as customer reviews or testimonials, on your website can help potential clients feel more confident that your brokerage is the right choice.
Provide Clear Calls to Action
Remember that your website is ultimately an advertisement for your agency, and advertisements are all about calls to action (CTA). Ensure your website has clear calls to action, such as contact forms or clickable phone numbers. You should have multiple calls to action on your website with prominent placement to lead potential clients toward action. For instance, you can prepare for the all-important annual enrollment period by sending readers to a dedicated page. Ensure that each CTA stands out on your website so that potential clients don’t miss them.
A website redesign can significantly impact the success of your insurance brokerage. A modern, user-friendly website that accurately represents your business can attract and retain clients, improving your brokerage’s overall success and growth. As an insurance broker, you should focus on having a website that showcases your business’s value proposition and communicates trust to potential clients.