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If there ever was a first impression that mattered, it is the first impression of your agency on a potential customer. If you fail to impress, you fail to build instant trust and credibility. And, once that customer has moved on, you will not get them back.
The easiest way to make an impression in the digital age we find ourselves in is to build a website that shapes perception. The more well-designed and informative your website is, the more traffic you draw and the more customers you get.
The Importance of Website Design in the Digital Age
If you think your website is not a critical part of your agency’s marketing strategy, think again. Studies show that people form an opinion about a website in 50 milliseconds. And 88% of online users will not return to a website that did not impress them. This alone shows just how crucial web design and content are.
Your agency’s website is not about just about aesthetics and looking better than your competitor’s. It is about the user experience (UX). An immersive website with responsive navigation influences the user experience positively. This means if your website is outdated and sports low-quality visuals and poor content, your brand instantly creates a negative impression.
And, even though your website should be about the user experience, people form 75% of their first impression of a website’s credibility based on how it looks. So, you need an informative and visually impressive website to draw more traffic.
Key Elements of a Successful Insurance Website
So, now that you know the basics of a successful website, you need to consider the key elements, too. These include the following factors:
User-Friendly Design
Firstly, your website must be accessible. This does not only mean user-friendly, but accessible for users who live with disabilities. For example, you need an easy-to-use menu structure and well-laid-out pages. Voice search options and an option to enlarge the font can also improve your website’s accessibility.
All your images and videos must have captions and transcripts. There should also be a strong contrast between the text and background color.
Responsive Design
Moreover, your website must have a responsive design that automatically loads in the correct format on different devices. This will ensure people can navigate your website on their phones, tablets, and even smart TVs.
Content Quality
When you have the framework down, you need to work on a plan for your content. It is a given that your agency’s website should have only engaging and informative content. But it is also important where you place this content.
Create designated pages and sections for articles, blog posts, and FAQ’s. And, there should be sign-up pages for people who want to take out insurance products. A good content strategy is to create links between content and sign-up pages.
Speed and Performance
Website loading speed plays a massive role in a visitor’s first impression of your website. If your site loads too slowly because of an overload of content and large images, you will lose first-time visitors. Slow loading times will also cause frustration for your existing customers.
Ensure your web designer optimizes all images so they don’t slow down your website. Choosing to host your website with a reputable web provider will also go a long way in ensuring faster loading speeds.
Visual Appeal
In the end, it comes down to visual appeal for many people. If a website has eye-catching graphics and catchy taglines, it encourages people to explore further. Always use high-quality images and a stand-out font. Also, do not forget to incorporate your brand’s color scheme on every page.
No matter what visual elements you choose, make sure your website looks clean and polished. This conveys professionalism and helps build trust among clients.
Utilizing Jenesis for Website Optimization
At Jenesis, we know how important your agency’s first impression is. That is why we make it easy to integrate your website with our software.
With JenesisNow, you get a client portal and online quote tools to empower your customers to make informed decisions. People can also contact your agents via the JenesisNow platform, providing a convenient experience.
With JenesisReach, you get excellent online visibility and enhanced lead conversion. JenesisReach offers SEO solutions and social media management connecting back to your website. Integrating JenesisReach, JenesisNow, and your website gives you the ultimate digital tool to draw organic traffic and get your agency ranking higher on Google.
Measuring the Impact of Your Website on Business Growth
To increase the chances of making a good impression, you must track the performance of your website. Use analytics tools to track traffic numbers, user behavior, and conversions. Analyze these metrics to see where to improve your website for optimal performance.
Technology like heatmaps can give you a visual representation of where users click on your site. This feature will help you see which pages get the most and least engagement.
Case Studies
Geico, a well-known U.S. auto and property insurer, took its digital overhaul seriously. The company embraced its digital transformation by completely revamping its website and increasing the mobile user experience. The website includes online quotes, policy management tools, and live chat support.
Geico also invested in online marketing, especially social media marketing and SEO. This transformation paid off well, with the company experiencing high rates of online quote requests and lead conversions. Geico also scores excellent reviews while building brand awareness through targeted online marketing.
Make a Lasting Impression With Your Agency’s Digital Presence
Never underestimate the power of a digital first impression. Your website should form part of your overall marketing strategy to make this impression last. And, by using tools like JenesisNow and JenesisReach, your agency can make a lasting mark in the insurance industry. Ready to get started? Request a demo, today.
