Many insurance companies know the importance of having a website to enhance their online presence. Unfortunately, they don’t realize what features their websites need so they choose a low-cost design company or worse yet, do it themselves with a free site. When they don’t get any traffic, they don’t understand why. Here are four reasons your website is worse than having none at all.

Their websites are outdated.

A website that hasn’t been updated in years is worthless to you. No one is going to visit it and most people don’t even know it exists. Using the latest technology and adding fresh content is essential to keep Google and your visitors happy.

Updating your website also means ensuring that it is mobile friendly. With more people accessing the internet from smartphones and tablets, if your site is slow running, doesn’t load properly or isn’t easy to view on a mobile device, you will lose out.

It is hard to navigate.

Most people are coming to your site to find out about insurance. They are usually looking for specific information:

If they can’t easily find the information or if the forms are difficult to use, this will discourage them from using the site. After all, the competition’s site is much easier to use. And there, in a matter of seconds, you’ve lost a sale.

Not enough relevant information

Google rewards websites with higher rankings if you keep adding fresh content to a site. Not just any content will do, but information that is relevant to what the customer is looking for. That is the reason so many insurance websites are adding a blog to their lineup. They can provide vital information in a non-salesy way that helps customers make up their minds about the products.
You can talk about choosing the right insurance, the latest news on insurance rates or even explain what some of the technical terms mean to help customers understand their coverage.

No links to social media

People spend the majority of their online time visiting social media, so you are losing out if you are not optimizing the connection between your site and your social networks. If you have amazing content on your site and one person finds it, you benefit with one potential lead. If they click the share button for their favorite social network, your number of leads increased substantially. This is especially important for insurance companies because insurance is not generally something you get excited about or talk about with your friends.

Creating interesting content that makes people want to share is half the challenge. The other half is making it easy for them to share it.

Your goal with your insurance website is to increase the number of leads you get and the number of those that convert into customers. To achieve that goal, you must have a website that works on any format (responsive design), that is interesting and easy to navigate, that continually includes fresh, relevant content and that can easily be shared with others. That is how you get the best return on investment for your website.