And What to Do About It!
A standard web page is painful to use on a mobile phone's screen. For a page to work well on screens of all sizes, the page must have a responsive design, simplifying the layout when it's displayed on a small screen. Text and controls need to be big enough to read and use, but the user shouldn't have to scroll continuously. Here are some basic steps to make sure that your site meets today's industry standards.
Keep Up With the Times
Insurance agencies compete not just against each other, but against direct sales by insurance companies. Your site needs to convey a professional, friendly, modern appearance to convince potential customers to go through the agency. The big companies know how to make attractive mobile websites, and you need to do the same. A site that looks stuck in the past will not be a great start for your online funnel.
Selling younger customers on your agency site is a particular challenge. They see company-direct ads on TV, check sites on their phones, absorb content on social (hello, SnapChat VICE channel!) and often ignore content that is obviously sponsored by companies. Your site needs to be convincing. It should prove with design and content that your agency has the user's (and potential client's) best interests in mind, rather than just dealing with a gigantic corporation.
60% of mobile insurance shoppers consider it important to be able to call during the purchase process. When they're browsing from their phone, it's easy for them to make that call. This results in a needed synergy between mobile web experience and telesales.
Tools You Can Use
Reworking a website is a challenging project, but it isn't necessary to rebuild it from scratch. Website construction and content management tools take care of most of the work in making a site mobile-friendly. It's only necessary to choose a design and provide the content.
WordPress: A huge selection of responsive themes is available, along with plugins to help build an insurance site.
Shopify: You can choose from many mobile-friendly eCommerce templates.
Squarespace: All Squarespace templates are responsive, and most include unique styles for mobile devices.
Unbounce: When you build a landing page with Unbounce, it's easy to make it responsive.
Weebly: Responsive themes and the ability to preview how a site will look on a device screen aid in building mobile-friendly sites.
The Benefits of Modernization
When you bring your site into the mobile era, you get more leads online. More people will view your agency's site, and they can quickly follow up with a phone call. At the same time, you can give the site a more up-to-date look on the desktop. When people see a modern-looking site, whether it's on the phone, tablet, or desktop, they're more likely to take an interest. An appealing, informative site will get more recommendations and more social selling.
If your agency's only online insurance marketing is from a Facebook page, there's no better time than now to become a first-class citizen of the Web. You can start with a clean slate and make the site mobile-friendly from the beginning.
When are people most likely to think about updating their auto insurance? When they're on the road! Hopefully, they don't get too excited to find a safe place to park first, but if they can check your site at the next rest stop, rather than waiting until they get home, you've got a better chance of landing their business. Set your site up for local search engine optimization, emphasizing the connection to your town or metropolitan area, and you'll show up in local Web searches.
There's a saying that if you aren't on the Web, you might as well not be in business. To do effective insurance marketing online today, not only do you have to be on the Web, but you must be on the mobile Web as well.
A critical tool for selling auto insurance is the agent's website. People use the Web as a research tool and get quotes online before ever talking to auto insurance agents. They aren't just using desktop computers; 40% of their research time is on mobile devices. A quarter of the sites in this study only incorporated smartphone data for their online buyer behavior research.
That wraps this discussion on making your agency site mobile friendly. If you found this content helpful, stay tuned as we add more Smart Marketing and Prospecting content! As always, if you would like to learn more about the topic - contact the author.
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