Crafting Your Digital Real Estate
We often talk about the importance of having a website as part of your digital real estate. When it comes to digital, you want to do it right. In order to maintain an effective website, you need to keep it fresh.
You should consider redesigning your website every 2-3 years to keep up with the changing digital world (like making your website mobile-friendly and responsive). This sounds like a lot, but think about how much has changed in the past 3 years alone. In 2013, did you have a smartphone? It’s a lot, but it is necessary.
Although you should redesign your website every 2-3 years, you also need to refresh in-between redesigns to keep it current. Updating your website on a regular basis helps reduce the workload when you redesign and helps you always present your brand in the most relevant light. What do these updates mean? Well, let’s discuss some options you could consider.
A Clean Sweep.
Just like spring cleaning, your website needs a good once-over at least once every six months. Look through to make sure the employees you list are the employees that work there, update any reviews/testimonials to add in current ones, freshen up your language/verbiage, and make sure all the products you sell/carry are presented on your website. And when I say look through, I mean every single page. Ensure that all your links are working and your navigation are still on par. You want your website to be a snapshot of who you are, make sure that snapshot is current.
Do you ever walk into your house and have the feeling you need to rearrange your furniture? The same goes for your website. Keeping the same layout all the time begins to feel stale and unoriginal. Consider ways you could rearrange the information on your website to give it a new look and keep your site feeling fresh.
There are two parts to this:
- Carriers. Make sure the carrier logos on your page are not only present, but also current. You want to be as transparent as possible with your audience. Do so by showing the real products you sell and the carriers you work with so your prospects never have to question your products.
- Your brand. If your logo isn’t on your website, then you need to put it there now. Brand awareness is essential when it comes to prospecting and referrals. Ensure that this logo is not only professional but that it’s also polished. If you don’t have a logo, consider hiring a freelancer to design the logo for you so as to receive the best quality possible.
This sounds silly, but make sure the contact portion of your website works. I have personally visited many websites where that part does not work, and not only is it frustrating but it’s also an instant turn-off. Make sure your contact email, phone number, address, and business hours are easily visible on the contact and home pages, too. This helps to ease the process of contacting your insurance agency for your audience and will boost their trust in your legitimacy. Also, if you have not yet done so, you need to seriously consider claiming your business on Google.
Address Website Traffic.
This may sound out of your league or too tech savvy for your skills, but it’s not. You can use tools like Google’s free analytics to monitor the performance of your website, find broken links/pages, see which pages aren’t performing up to snuff, and understand how much traffic your website has. Although this sounds complicated, Google makes your life easier with user-friendly how-to guides that explain how to use their tool and understand it.
Where’s the time?
You may be saying “I don’t have time for all of that.” But, keep in mind, doing small updates over time will save you from having to do complete overhauls down the road. You don’t have to do it every month, but try and take some time every quarter or every six months to look your website over. Keep in mind, 81% of shoppers research online before buying, and that’s for smaller purchases. Think of how much online research they do before they make larger purchase decisions like health and life coverage.
These consumers don’t only research brands online, but they research what others are saying about those brands online. If you don’t already have testimonials on your site, then it’s something you should seriously consider. Having testimonials on your website help prove your authenticity and will boost their trust in you.
Your website is the front page of your digital business. It’s what your audience will see whenever they look for you online. Put your best foot forward and keep your brand current.
Want to learn how to gather more testimonials for your site?
Listen for free today to our on-demand webinar discussing why you should never stop collecting testimonials and how to get a lot of them.