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Insurance Marketing Meets Simplicity

July 20, 2009

An exciting part of what we do is designing new websites and re-branding insurance agencies and companies. It’s a lot of fun. It’s in this area of insurance marketing that we get to be the most creative as we strive to exceed what we’ve done in the past.

In our Tampa office, we have a constant arm wrestling tournament between the designers and the search engine optimization and writing team. The designers want clean designs, a few crisp images, and “Apple like” simplicity. The search engine optimization group is also a big fan of simplicity, but not so much with images; they want text.

The result is always a clean design with adequate room for plain text to be optimized, though text placement is something done by the designers with an almost querulous tone. Ultimately both sides are pleased and the client is always happy with the end product.

Does it have to be a battle between the designers and word warriors? Not really because people and search engines both want to see the same thing. When you are searching for something, you want easy-to-read text on a white background. You want a navigation menu that is direct and to the point. You also don’t want to interpret clever slogans.

Clever slogans? That’s our next stop on the simplicity highway.

We were talking to a semi-competitor that specializes in imagination. They’re a consulting group that helps companies come up with completely out-of-the-box methods of getting the word out regarding their products and services. They could not figure out why they were getting so much traffic, yet very few contact requests.

When a visitor would land on their well-designed website, they would see a lot of information, examples, and everything was pretty much in line with web layout and design standards. However, rather than having an intuitive button that said, “Get a Quote” or “Contact Us,” they had a button that read “Imagine!”

Clearly, people going to their website were not in the mood to learn somebody’s corporate culture lingo, so visitors interested in getting a quote were even less interested in using their imagination.

The moral of this week’s article is that simplicity can work for everybody. Branding can play nicely with design. Designers and search engine optimization specialists can work together to present SEO friendly text in the center of a crisp website, and the end user can clearly navigate the website to discover the exact information for which they are looking.

That translates into a professional image for your business and, most importantly, new insurance policies for your agency or company.

To learn more about insurance marketing, insurance search engine optimization, insurance web design, or insurance agency marketing, visit or call 1.800.504.8593.