Why Your Agency Should Constantly Change its Website Pt. 2

Yesterday, we started our discussion on the changes we recently made to our website.  More important, though, is the “why” we made the each of the changes and what your insurance agency can do to take advantage of some of these tips.

Today we want to share the final two items we changed:

Change #3: Video

We believe strongly that video is one of the best ways to connect with people, as long as the video is done well. Videos have much higher engagement rates because people want to be shown something as opposed to reading about it. We constantly emphasize the importance of video to our clients, but soon after launching our website we realized it didn’t contain any video.

So we made a change. We already had a video that we used in client presentations, so we decided to embed it on our website. Now when we direct prospective clients to our website they can see what we are talking about when we discuss video content. They also get a visual starting point for how they can implement video into what they are trying to accomplish.

You can see our introduction video below:

What Does this Mean for My Agency?

If you insurance agency’s website doesn’t have any video, you may be missing out on a lot of new potential leads.   Video will show off your agency’s personality and influence a web visitor to take action much faster than anything else on your site.

Change #4: The Contact Us Page

Our prior “Contact Us” page was pretty common for any business website. It contained an address, a map to our building, a phone number and a contact form for sending an email. Like I said it was nothing special. As we looked at the page it bothered us that the map took up so much space that you had to scroll to get to the information you were looking for. So we got rid of the map. After all, no one needs to come to our office to work with us, and we work with people around the country, so how would a map help them?

Then we had our favorite conversation, which begins with the words “What else can we cut?” We considered cutting the email form, assuming people would just call. But as I thought about it I remembered my previous job, where my email and phone number were both available to clients. Rarely did any one call. Itseems people like the unobtrusive task of sending an email and awaiting a reply. So we went with what we felt our clients would use most, leaving a phone number and an email contact form.  My favorite thing about this page now is how concise it is; as soon as you get to the Contact Us page you can contact us.

What Does this Mean for My Agency?

The first question to ask about your agency’s “Contact Us” page is what your visitor wants to do when they get there.   Are they calling for a quote?  Do they typically have customer service questions?  Are they looking for your office?  Or is it a combination of all three?

What you have on your “Contact Us” page will vary widely by agency.  For most agencies, it is a good idea to have at least a map of the office and a phone number.   Some agencies, though, may have national programs so a map doesn’t make sense.  Other agencies may prefer to operate through email, so just a simple contact form will work on the page.  While still other agencies may specialize in a demographic that isn’t web savvy so it could be best to just have a phone number and map.

Final Note

To find out what is working on your site and what’s not, you should have Google Analytics installed on your website.  It’s a free service provided by Google that will show a number of great website statistics.

The reason why we like it so much is because you can see exactly how much time people are spending on certain pages.    You can then take this information to see exactly which pages are working on your site and which aren’t.  From there you can quickly make changes to your site to increase both traffic and the amount of time spent on pages, which should then hopefully translate into new leads and revenue.