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Insurance marketing is more than website design

November 28, 2012

Your insurance website went live online with a huge fanfare, but weeks later, there are no conversions.

You are proud of your insurance website and put a lot of work into it. You did everything right, as far as you know, but in tracking your online traffic, you discover potential clients did not go past your home page. What’s up with that? By the way, this happens to a lot of insurance agents, so don’t worry too much.

What’s happening is this: your new website was designed to get attention from the search engines, but that alone is not enough. It needs to do more than just sit there and look pretty. Pretty might appeal to some visitors, but they are not visiting your website to look at how nice it is, they are there to get information and buy a product. If your site does not offer them what they need, they will leave – in droves.

While your website might be pretty nifty, or was done the way you asked for it to be done, the results are not making you happy. Here is something you can do to find out what is going on, and what you can do to turn things around: Perform usability testing. This means asking a wide variety of experienced online users to visit your site, and give you feedback. Remember, your site was not designed just for you and your staff, it is for customers who want to use your services and buy your products, and that is a different point of view.

If you can put yourself in your customer’s shoes, you have a better chance of designing something they need and want to help them make informed decisions about their insurance needs. When your users offer feedback, immediately fix what does not work, is vague or that no one seems to understands. Then stick with what works, and learn the lesson of seeing your insurance website through the eyes of your potential customers.

If you do not have the experience to design your own website, or even track the results when people visit it, then consider hiring an experienced search engine optimization company, with a proven track record. Find one with a track record in the insurance industry, and you have two birds in one bush, and are well on your way to having a website that does what you need it to do – perform and convert customers.

Ready to Quote is an insurance marketing company, specializes in marketing insurance websites online. Learn more at