I’ve compared insurance websites and agency offices quite a bit in past presentations.
Because the offline real estate customers used to “do business in” is now online.
Here’s the big difference though.
Your offline real estate (aka your office) doesn’t change very much.
Your online real estate does.
A website is ever-evolving. It’s the complete opposite of static. It moves at the pace of advancing technology.
I’ve been spying on these 5 insurance websites over the past year and none of them are the same now as they were when I first started stalking.
Here’s where their current iterations excel.
The Huntley Wealth Insurance Services Insurance Website
1. Content Marketing
This guy has a liiiiiiiiibrary of life insurance content that The Disney’s Beast would be jealous of.
He’s got all the basics.
PLUS he’s done reviews of companies he writes with, has tips for buying and using life insurance…and he has a series of “calculators” that help consumers understand their insurance needs. Exhibit A…
Wanna know the coolest part about his content though?
2. Search Engine Optimization
Google loves it!!
Well….I mean…Googlers love it…so therefore Google also loves it.
A lot of his content is ranking on the first page. Exhibit B…
Ok, two super short, super small observations here.
I’ve seen a lot of independent agency websites. Some good, some bad, some….well, yeah. One thing that defines websites as “….well, yeah” is a visual exaggeration of their agency name.
The first thing someone sees on your site should *not* be your agency name. Drop that 78 point font down to a 24.
The first thing a consumer should see is a solution to their problem.
Chris captures that perfectly.
He comforts visitors whose perception is that their medical issue may be difficult to insure by telling them he can do it AND save them a %&$! ton of money. Cause he’s an expert.
His logo is like the fourth or fifth thing my eyes finally find on the page. Not obnoxiously exaggerated, but subtly confident.
Whoa whoa whoa…I said there were two super short, super small things (even though the point above took me way too many sentences to bring home).
Ok, CTAs or Call-To-Actions. These are the words found on any website buttons.
I’ve seen CTAs such as “Get a Quote, Click here, etc.” Those are all great – definitely not hatin’. But notice Chris’ use of the word “free.” It does make moving my mouse a bit more tempting.
(Also, the “Start Here” CTA is incredibly valuable for brand-new visitors.)
Be sure to give Chris’ website a quick look: https://www.insuranceblogbychris.com/.
The i80 Insurance Solutions Insurance Website
1. Online Claims Servicing
Nick Ayers is a husband, father, drummer, BBQ enthusiast, internet troll, wannabe competitive eater and die hard Notre Dame football fan.
Shane Eastman is a proud Daddy, blessed Husband, Insurance Ninja, President, but at heart just a regular Northern Californian “dude.”
Oh, also both are independent insurance agents with a kickbutt website.
A lot of agents acknowledge the claims process online by providing their clients with the phone number of a carrier’s claims department.
Nick and Shane take it to the next level.
They provide a claims service experience on their website.
2. Social Proofing
Ok, we all know that Amazon is the online Target. Ya know…that store you walk into for toilet paper and walk out of with $100 of stuff. Just stuff…no idea what exactly it is that you bought.
Well when I’m shopping on Amazon for that legit, new Phantom IV drone (the one that I absolutely do not need but desperately want), I see all these amazing reviews from people who have already experienced the sheer joy of flying it. And that makes me want it even more.
So, yes. Social proofing is a powerful tool. That’s why massive companies like Amazon use it.
If you haven’t incorporated it into your insurance website somehow, you’re missing out on that extra prospect nudge.
Check out Shane and Nick’s creative social proofing genius…
Be sure to give Nick and Shane’s website a quick look: http://i80insurance.com/.
The Coverage Direct Insurance Website
1. Consumer Language
Ok so obviously you have to talk about your products on your insurance website. These products might be general liability insurance, workers’ comp, property insurance, commercial auto insurance, etc etc etc.
But how do you talk about them?
Do you use industry-lingo or consumer-lingo?
Do you call your product “general liability insurance” or “insurance for contractors”?
Zach Mefferd and Ryan Swalve from Coverage Direct have leaned much more heavily towards adopting their consumers’ language.
2. Less Call-To-Actions
I also love how they’ve concentrated on 1 CTA.
They’ve designed their above-the-fold experience to drive online visitors directly into their office.
If you’ve got too many buttons on your website, it could be confusing your consumers. Make sure every home page CTA has a defined purpose.
Maybe the 1 CTA design isn’t for you, but the 15 CTA design shouldn’t be for anyone.
Be sure to give Zach and Ryan’s website a quick look: https://coveragedirect.com/.
The Insure My Food Truck Insurance Website
1. Quoting Forms That Visitors Don’t Hate
Denny Christner’s site is one of the most “human” insurance websites I’ve come across.
It’s not filled with stale, copy&pasted, boring-as-all-get-out text we’ve seen in 20 other places. Every paragraph is filled with his quirky, relatable humor. I mean, check out his definition of auto liability insurance:
You drive a 5 ton truck that contains propane tanks, gasoline, oils and other flammables. You are essentially a 65 mile per hour street food slinging missile. The amount of damage an accident can cause can easily be over the standard 1 million dollars you carry. Do not carry less than this! The savings is nominal to drop to $500,000 or less.
He incorporates that casual, human language into his quoting form too.
(For mind-blowing forms, look into https://www.typeform.com/)
2. Setting Clear Expectations
He also sets two expectations up front for any visitor wanting a quote.
First, he lets them know that the form will only take 3 minutes to fill out (who doesn’t have 3 minutes they can spare?).
Second, he lets them know when they should expect a response.
This helps empower the visitor (so they’re not in the dark – no one likes being in the dark) and incentivizes them to fill out the form. Double win.
Be sure to give their website a quick look: http://www.insuremyfoodtruck.com/.
The Insurance Chef Insurance Website
1. A website for a niche.
This website is also the brainchild of Nick Ayers, founder of i80 Insurance Services (mentioned above).
So, he has a site for his general lines agency and an online space dedicated to one of his target audiences, restaurants.
Since The Insurance Chef is targeted at a single audience, every piece has a strong and consistent restaurant theme, which helps the consumer feel like they’re receiving a customized and seamless experience.
Be sure to check out Nick’s other website: http://myinsurancechef.com/.
Best of luck with your insurance website designs! If you see any other amazingly awesome sites, be sure to hit me up on Facebook, LinkedIn or by email with a link and short description.