subject: Insurance Agency Sales and Marketing Best Practices: Insurance Agency Websites [print this page] Insurance Agency Sales and Marketing Best Practices: Insurance Agency Websites
To compete in today's marketplace, an insurance agency must have a professional website. By "professional website", I do not mean that an agency website must be flashy, complicated, or expensive. However, it must be usable, accessible, and convey a professional and appropriate image. An insurance agency website is today's storefront window it is the first thing many prospective buyers will see, and it needs to leave a positive first impression, and convey a value proposition that will leave a lasting impression. With that in mind, here are a few best practices to help your insurance agency put its best foot forward with a professional, attractive website.
Keep it simple. It may be ok for a fashion design house to have a flashy website with lots of video and music, but an insurance agency website should be clean, professional, and businesslike.
Avoid large scale flash video. While a flash intro or video within your website may look good the first time you see it, it can slow access to your site, and requires a plug-in for many users.
Clearly convey your value proposition. It should be obvious to visitors to your site exactly what you do. If it's not, it's time to reassess your site.
Make navigation clear and accessible. Visitors to your shouldn't need to hunt around to find what they are looking for.
Determine what you want your website to do and build it around that concept. Whether you want to use your agency website primarily to sell, to showcase your content, for insurance SEO purposes, or as a client access portal, design the website around your chosen purpose.
Content, content, content. The content you include in your site is critical for insurance website stickiness and for insurance agency search engine marketing (SEM).
Building a quality insurance agency website is an absolute necessity in today's marketplace. And although it may seem complicated, creating a website your agency can be proud of doesn't have to be expensive or time consuming. By utilizing these best practices, you can have a professional, useful website that will help your insurance agency grow.
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