Why Your Agency Should Constantly Change Its Website

Some of you may have noticed that our website took on a completely new look and feel over the past couple of weeks.   We completely redesigned the entire site after just a few short months with a prior design.

We want to share why we made the changes we did and how you might be able to implement the same philosophy into your insurance agency’s website.

Do Not Fear Change

Our prior site had only been live about 4 months when we decided it need a complete makeover.  By paying attention to our website statistics and talking with clients, we realized there were some important additions we needed to make to our site.

Many people might think it strange to alter a brand new website, but we feel it fits in perfectly with the way we think at Goma Marketing.  If people are constantly evolving in the way they interact with each other, then your company must evolve with them.

Change 1: Give Them What They Want

We started with the idea of just helping agencies increase sales and revenue through automated marketing systems.  Our previous website was created to highlight this purpose and explain to clients how it could help their business.

However, after working with several clients we realized we had much more to offer than what we’d thought in the beginning. Few of the insurance agencies we were working with had effective websites, and none of them really understood how to use new technologies and social media to their advantage.

These agencies had so many questions that we soon took on a consulting role with them, and we are now partnered with them in helping build their brand from the ground up. We realized many companies had the same questions so we decided to take make our consulting expertise the main part of what we do.

After changing our approach, we then had to change our website to reflect our new identity. Making this change has expanded our mission as an agency and led us to clients we may not have found otherwise.

Fig. 2 New Homepage screen shot highlighting additional products and services.

What Does this Mean for My Agency?

Many insurance agencies (especially new ones) are continually searching for their sweet spots.  For example, an insurance agency may start with a focus on personal lines insurance and transition to commercial lines or health insurance to fill client needs.   Or an agency may find that it has a particular coverage or industry that it excels at.

If you find your agency taking on new roles for clients or specializing in a particular coverage or industry, you should get that onto your website immediately.  If you don’t make the change, visitors to your site won’t even know there are additional areas where you may be able to help them.

Change 2: Page Headers

When we started designing gomamarketing.com we knew we wanted it to be a very visually appealing website. We put a lot of time into choosing color schemes, graphics, fonts and backgrounds to use on the site. However, after four months of working with the site we realized we’d approached its visual nature the wrong way.

We’d chosen colors and graphics to enhance the message we were trying to get across on each of the pages, when what we should have been doing was turning the graphics into the message we want given on each page. Where before graphics enhanced the information in the text, now the text enhances the information seen in the graphic.

Fig. 3 Here is the page graphic on the prior site. Its only purpose was to compliment the text.

Fig. 4 Here is the graphic to the same page on the new site. Our goal was to make it so you didn’t have to read the page at all to know what it talks about.

Our goal now is to create an inforgraph for every page on our website, as well as to incorporate infographs into our presentations and online communications.  We feel this will be incredibly beneficial to us in two ways: first, people want to read less and less, so by giving them information in picture form we are approaching our clients the way they want to be approached. Second, since the main avenue for receiving info these days is on a smart phone or tablet, a graphic makes for the perfect way to get a lot of information out in a small space. So for us, an infograph is worth a thousand words.

What Does this Mean for My Agency?

Anytime you can use a graphic image to describe your content you should.   Our eyes are naturally drawn to images, and they’re ability to captivate your visitor may determine whether or not they stay on your site at all.

For insurance agencies this can be tough.  You have a fairly homogenous product that can be difficult to show graphically.   It can be done, though.   One of the best ways we found to do it so by finding statistics and graphics to match your page’s content.   For example, you can show how many homes are affected by fires each year.  Or you could show a statistic on how many drivers are uninsured or underinsured on the road right now.

Above all, try to avoid generic stock photos that don’t tell any story or enhance your site at all.  (For more information here you can go to our blog post on the 9 Types of Photos You Should Always Avoid on Your Site.)

Tomorrow, we are going to share the other two items we changed on our site.