How Small Changes to Your Website Can Have a Big Impact
As the largest provider of insurance agency websites in the country, we talk to a lot of agents about their websites. Agents know the importance of updating their website. So what is the most common reason that prevents them from accomplishing this critical task? A lack of time.
There is a popular misconception that you need to spend a whole day working on your website. While you could, it’s not necessary. Spending an hour a week or a few hours a month can have a big impact on the success of your website.
Your website needs attention and care for you to get the value out of it. It just doesn’t have to take a lot of time for you to see the benefit.
If you’re still skeptical, let’s look at what consumers have to say about small business websites.
Vistaprint Digital recently surveyed U.S. adults about their visits to the websites of small businesses.
First, some inspiration. More than 40 percent of those surveyed visited a small businesses website. That’s great news for Main Street America. It also shows that your website is essential.
So, what do people want from your website? What can you improve in an hour a week?
Sometimes it’s the obvious answer.
Almost 50 percent of respondents said outdated contact information leaves a bad impression.
Our agents can update their contact information in five minutes using the Insurance Website Builder administration console. If you’ve moved or got a new phone number or added a new location, don’t wait to add that information to your website. Do it as soon as you can!
If you work in a home office, add something to your agency website to give visitors direction. It can be a city/state combination or a mailing address.
Another question from the survey: “What’s most important when it comes to having a positive experience with a small business website?”
Notice how the other responses don’t even come close to having solid, timely content?
Don’t assume updating your content needs to take a lot of time. (Those other responses to this questions? Those are the time-consuming tasks.)
Many of the pages on your website just need a change to a paragraph or a few sentences to keep them up to date. You can accomplish this in 30-45 minutes. If you did two pages a week, you’ve updated eight pages in a month!
This is why it’s important you have the ability to make changes to your website content. So you can do it quickly on your own without having to get a developer involved. Our agents can change any page of their website from our administration console.
When do consumers consider a website outdated? Take a look at this graph:
Most people will give you six months. That’s a long time.
This shows that you can maintain your website on one hour a week or a few hours a month. It’s also confirmation that you need to update your website or you’re leaving a bad impression.
So what’s the impact if your website leave a bad impression? How likely is a consumer to buy from you if they think your website is poorly designed or unprofessional?
Sixty percent said they would be not very likely or not at all likely to buy from you.
This definitely includes out-of-date websites or those without contact information. You can see how important it is to do regular maintenance on your website.
You don’t need to spend a lot of time. One hour a week or a few hours a month can make the difference. It doesn’t have to be a whole day. Just make sure you’re maintaining your website.