This article/blog first appeared on Insurance Journal: In just the last decade, websites have revolutionized the way insurance agents find new clients, conduct business, and build their professional presence. The lack of a website just five years ago may not have made a difference, but today a website defines an insurance agent’s legitimacy. 78% of Internet users conduct product research online before making a purchase. People expect to be able to find everything and anyone online, which means a business without a website can be a cause for concern. And in today’s Internet-obsessed age where design and user experience are critical influencers, having a poorly designed and outdated website can be even more detrimental than not having a website at all.
Many experts agree that a website should be updated every two to three years. As website trends and design best practices are constantly evolving, the three-year mark is typically when a website starts to show its age. If you’re like most insurance agents, your website is the last thing on your mind. You spend a chunk of your marketing dollars to keep your website running, but you aren’t actively using it. Your website is covered in figurative spider webs and, as a result, you may not be receiving many, if any, referrals from it.
Ask yourself this: “Is my website working as hard as I am?” If not, it’s time to kick it into gear. Here are four essentials do’s and don’ts for a website design that generates leads:
- Don’t over-complicate. Do make it simpler.
- Don’t rely solely on images. Do incorporate video.