Design and functionality are the yin and yang of a powerful insurance agency website. (Photo: joyfotoliakid / Adobe Stock)

The design and functionality of a website must work together to achieve a specific goal. For most insurance agencies, this goal is to capture leads online.

Design and functionality are the yin and yang of a powerful insurance agency website. The appearance of your website helps build consumer confidence. Features and functionality increase the likelihood of visitors becoming leads. Here are four of the best lead generation features to focus on for your website.

Feature # 1: a mobile-friendly design

We live in an era where mobile is first in which 73% of Americans own a smartphone, according to Statista. Today’s mobile devices offer a lot of functionality in one gadget that we take everywhere. It is therefore not surprising that the most popular device for searching and browsing the web is the smartphone.

In response to this trend, Google began rolling out a mobile-first index in early 2018. This means that mobile-friendly websites perform better in Google’s mobile search results. Why? Google captures 95% of mobile search engine market in the United States In Q3 2020, 64% of organic search engine visits are via mobile devices.

Why is this important?

Google knows that when someone searches for something non-specific, 65% of the time that search is done on a mobile device.

If your website isn’t mobile-friendly, it won’t rank high in Google search results. If your website is not ranking well, people are less likely to visit your website. This means fewer leads for your agency.

Yet there is another reason to make your website mobile-friendly: to meet consumer expectations.

Your prospects and customers browse the site of your insurance agency on their phones. Do you know what they see? Tip: If you find your website difficult to navigate on mobile, so do they.

To make your website mobile-friendly, you will select a responsive or responsive website design. Both can help achieve a smooth mobile user experience.

File n ° 2: Forms and online consumption evaluator

The easiest way to capture leads on a website is to use a form. Forms allow interested prospects to enter their information in exchange for something. Like a free report or a comparison quote. It’s a way for a prospect to raise their hand and say they want to hear from you.

Insurance agencies looking to capture leads online can use a variety of forms. Most websites have at least one newsletter signup form or contact form. There are also quote request forms for each line of business you write.

Always test every form on your website to make sure it works. Check the forms for typos. Use large, mobile, user-friendly buttons and text that’s big enough to read. It is worth setting up an automatic response or confirmation page to show that the form has been submitted successfully. Complete the experience by indicating when to expect a response.

For some industries, there are online consumer assessors. If you offer any of these ranges, your agency must have this technology on your website. Consumers don’t want to spend Saturday buying insurance. It is a harsh truth, but it is not.

Tech companies and direct editors have conditioned consumers to expect immediate gratification. In our industry, that means getting a quote any day of the week, anytime. This was where the major carriers and direct copywriters had an advantage. No more.

Next-generation online consumer review platforms deliver fully responsive, mobile-centric design. Plus, they have time-saving technologies like pre-populating data, and they don’t feel like an online insurance form. This technology makes it easier for your customers and can dramatically increase your leads.

Feature # 3: Customer Services

Show your customers that you deserve their business. Have complaint information and service forms available and easy to find on your website.

These aren’t just lead generation features. But offering these services on your website provides a great customer experience. It also tells visitors that your agency wants to serve them when, where, and how they want to.

Request information

Let customers begin the complaints process on your website. It’s convenient for them and for your agency. You will already have the incident information at hand when you speak to the customer. The process will be more streamlined for both parties.

Service Forms

Sometimes customers have to request changes to their policies or request an ID card. Make this process easier by offering it on your insurance agency’s website.

Feature # 4: Website Content

As mentioned earlier, good website content builds trust online. But, it can also generate leads for your agency. How? ‘Or’ What? Content is throughout the game. The benefits may not be immediately apparent, but they do exist.

Here’s the most important rule: create valuable content.

If you consistently produce quality content, people will come back. As long as it’s valuable to your readers, content can drive traffic to your website.

A blog achieves three goals at once.

  1. Search engines reward websites that publish fresh content with higher rankings in search results.
  2. Valuable content draws you in and connects you with people who are researching online. It’s also easy to share elsewhere online – like social media – to spark interest in your agency.
  3. It can also position your agency as a thought leader in the industry.

Remember not to produce overly commercial or selfish content. Avoid adding too much lint.

The advantage of content is that it is not limited by the medium. Quality content is only limited by your imagination.

Podcasts, blogs, webinars, geolocation pages, videos, FAQs, case studies, freebies and content, employee profiles, slideshows, infographics, newsletters, etc. The world is your shell.

You should really aim to share as much content as you can post. But also, help readers share your content. Stocks are like gold for your agency because they act like a third-party endorsement for your content. If possible, add a sharing plugin to your blog and relevant web pages.

Just as important as the supporting content we talked about above is the actual content of your website. Your home page, local pages, and industry pages are the meat and potatoes of your website.

Your home page will likely provide information to many audiences. Consumers who visit your home page may want various types of policies or not buy at all. Someone viewing one of your industry pages has expressed an interest in a particular type of policy, and the content should reflect that. There are also current customers who are looking for more information about a complaint, your agency’s hours, or viewing an FAQ.

Always keep your audience in mind when determining the content for each page. Your audience will help you determine your keyword selection, call-to-action, design, and what resources are available on each page.

Zach Weeks is a Content Marketing Specialist at Insurance Technology Company (ITC), a provider of marketing, rating and management software and services to the insurance industry. ITC helps customers across the United States grow their businesses and become more efficient through the philosophy of providing quality software and service.

A version of this article originally appeared on ITC blog and is republished here with consent.