Website Development and Refinement as a Tool for Improved Branding and Lead Conversion

Posted on

March 21st, 2024


Insurance Agency Website DevelopmentHow old is your website? How secure is it? What does it do for your clients and prospects? Which pages get attention, and why? What do people think of your business and your brand when they visit your site?

These are just a few critical questions on a long list that can help build client satisfaction and retention, improve lead conversion, enhance security, and more. The task may seem daunting, or peripheral to your business focus. But all businesses need a website, and it should be a tool that works for you. A well designed website will passively generate leads, promote brand awareness, demonstrate expertise, and can help deliver superior service for clients. Let’s explore how this works.

Working Backward

Start at the finish – what’s your goal? In what ways do you want prospects/users to interact with you? Will they be signing up for a newsletter or product trial, filling out a form with information to get a quote on insurance or home renovations, reading news or editorial content and clicking on links to partners…? There are so many objectives that can be achieved with a website, it’s important to know your goals. Now that you have a goal or two in mind, how will you drive site visitors to those areas of the site? How will you keep them on the site long enough to absorb what you have to offer?

User Experience

Engagement is a common term for how users behave on your website. This includes data such as time on page, pages per session, events (like clicks and downloads), and attentive versus inattentive time. Understanding what drives engagement amongst your prospect pool is essential. Prospects will seldom complete your targeted behaviors if they find the site dull, unintuitive, offensive, or otherwise unpleasant. From colors, shapes, wording, and positioning to navigation, link and site structures, and activity vectors, and calls to action, the user experience can dramatically impact site effectiveness. Additional critical user experience aspects include page load time, security protocols, login and recovery options, and other technical data.

The Core

Most websites are built around some core architecture that dictates which pieces will go where. Leveraging an adaptable, secure, modular core can improve site uptime, reduce maintenance costs, and deter cyberattacks. Where your website is hosted will also play a pivotal role, affecting uptime, security, and more. Invest in tools and skilled help to build a strong foundation, and update your site regularly to keep it effective, safe, and relevant.

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