Have you ever been reading content on a well known website and stumbled upon a misspelled word? Or clicked on a link that took you to an expired page?
I have. Actually, last night I was reading a web page and found 2 mistakes. I still enjoyed the content and continued reading, but the website definitely lost some credibility in my mind.
Today, 86% of people will find your business online and 63% of marketers indicated that they were going to upgrade their website this year. Content mistakes, poor performance, expired links, security issues and design flaws all happen when you’re not closely monitoring your site. Rather than checking your website’s functionality or content once or twice a year, you should be doing a check at least once a month. And during that monthly check, make plans to improve your website. From the 2 examples below, can you guess which site has better conversion?
Maybe you’re not a design expert, and that’s okay. Hopefully you chose the second website as the better design from the example above. It’s simple, straight forward, has a clear image, not too text heavy and has clear branding. When thinking about design, you want to think about the best possible way to showcase your information, product or service. Make it simple, clear and consistent. If there’s some room for improvement, first identify gaps in your current site’s design and then set clear goals of what you want to achieve with new design. Ask yourself these questions:
- What is the purpose of a new design?
- What hasn’t been accomplished with the existing site?
- How will a new design serve my business?
Once you have clear answers to these questions, you’ll be ready to either tackle the gaps yourself, or hire it out. Good design should always improve your website functionality.
Here are the 4 steps of basic brand development:
- Understand your value proposition.
- Choose a mission statement, vision statement, and tagline that represents that value as well as your brand identity.
- Choose colors and fonts that convey that identity well.
- Decide on the type of imagery that you’ll use to further convey your messaging.
Your answers to these questions will provide the framework for your brand. And your brand should be consistent across you website, social media profiles, affiliate sites, etc. Consistent branding builds instant cred.
Did you know that 40% of visitors will leave your website if it takes longer than 3 seconds to load? This goes for both desktop and mobile versions. In fact, about half of your website visitors are viewing your site on a mobile device, which means your mobile version needs to be performing perfectly. Google recently reported that 59% of online buyers surveyed said that shopping on mobile is important when deciding which brand or retailer to buy from. This is a huge group of people looking at your mobile site and making decisions based on what they find. Your mobile design also impacts your social media posts and rankings in search engines.
People tend to hear “SEO” and run for the door. Yes, it’s a big, intricate world when it comes to search engine optimization. But there are a few simple things that you can easily do to easily improve your website SEO. The 3 easiest are:
- Start a blog and focus it on industry relevant topics and keywords.
- Use a keyword search tool to find relevant keywords for your business.
- Incorporate keywords on your website pages, social media posts and blog articles.
When it comes to creating a great website, the more feedback the better. That’s why it’s so important to use a website grader. You can get actionable feedback in seconds. Here’s a list of 5 great website graders that will give you the data you need to take your website over the edge.
Website Grader will check your site for page titles, meta descriptions, and headings — all of which are useful elements for strong SEO and also quite useful for having shareable social media content. It will also check for performance, design and security.
Nibbler will compare your website and social media profiles to check for consistency and optimization.
WooRank’s free tool tests seven aspects of your site—SEO, mobile, usability, technologies, social, local, and traffic. The final result is a score on a scale of 1 to 100.
Clarity Grader checks the words/sentences/voice of your website to make sure it’s consistent and strong.
When you plug in the name of a brand, Brand Grader will give you an influencer score based on your online presence.
Insurance Agency Website Must-Haves
We’ve compiled some great items, with the help of Insurance Splash, that your agency site needs to include. Feel free to reach out to us with any questions and we’d love to give you advice.
Can your phone number be found within 1 second of landing on any page of your site?
Do you have a “Get a Quote” button easily findable within 1 second of landing on any page of your site?
Is your agency name, address and phone number included somewhere on every page of your site?
Upon visiting your homepage, is it clear which lines of insurance you sell? All of them?
Does your site’s design make you look like a modern agency?
How professional is your site’s design?
Does your site’s design make you look like a successful business?
Does your site’s design make you look easy to do business with?
Is your homepage primarily visual without too much text?
Is your site’s navigation dead-simple to understand?
Does the website load quickly?
Is there an “About Us” page or equivalent that confirms you are a real brick-and-mortar business?
Are there prominent links to your social media accounts?
If legally possible, are there insurance carrier logos to add credibility and trust?
Is it easy to find the contact form from any page on the website?
Taking the time to implement all of these suggestions is a sure way to improve your website conversion and ultimately increase your revenue. Good luck!