How to Improve Your Insurance Agency's Website

Published on

April 24, 2024

Contributors

Ray Huang

Head of Marketing

Ray is the Head of Marketing at Canopy Connect and has helped dozens of startups and growth companies over his 20-year career to develop strategies and implement tactics that yield high-impact results.

In this video, Ray Huang, head of marketing at Canopy Connect, speaks with Spencer Breidenbach from BrightFire, a done-for-you digital marketing agency for insurance agents. Join us to break down the before-and-after of an insurance agency's website redesign.

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Website Objectives and Calls to Action

The insurance agency's old website had a prominent call to action for visitors to get a quote. However, the form was broken. Multi-step lead capture forms can be useful but create too much friction if not designed well. The new site has a simplified form with a clear value proposition.

Branding and Trust Factors

The site showcases partner logos from major insurance carriers to establish credibility. Customer reviews add social proof, but the new improved featured reviews connect them to real verified people for additional trust.

Navigation and Page Layout

The old site had overwhelming navigation that took up too much space, especially on mobile. The new information architecture (IA) focuses on the most important pages and policy types while still keeping other content for SEO.

Content and Imagery

More targeted images represent specific insurance needs instead of generic stock photos. Regular blog updates make an agency appear active and engaged.

Personalization and Humanization

Showing real staff and testimonials conveys the personal service of an independent agency. Small improvements like consistent headshots and bios, even if informal, make the people behind the brand relatable.

Small Changes That Make a Big Difference

This redesign showcased many incremental improvements in site objectives, trust factors, IA, content, and personalization that any insurance agency can emulate to optimize their online presence. Visit BrightFire's site to request a website audit or learn more about their custom digital marketing solutions.