Test Your Website’s Effectiveness

By on Nov 17, 2011

Your agency website is your electronic “storefront.” It is an important foundation for maximizing your Internet presence. As you develop your online marketing presence, you will likely send prospects to your website. Your website needs to be designed to provide prospects and customers with the information they want so you can keep them coming back for more.

Take a look at your existing website; here are eight questions you should ask about your agency website to test its effectiveness:

1. Where do your eyes go first?
You only have a few seconds to capture the attention of people that come to your site. Make sure they’re seeing something relevant and important to them.

2. Can you tell what the website is about?
If you are using various marketing methods (Google Places, Facebook Pages and Ads, Emails, Fresh content) to bring people to your site, you need to make sure your site is very clear on what you want them to do there. You only have a few seconds to communicate your unique value, so be clear and compelling.

3. Is important information above the fold?
“Above the fold” is a newspaper term that references information that is on the top half of the page. Use the same principle on your agency website. Make sure your lead capture forms and important information are viewable without needing to scroll down.

4. Are the benefits highlighted?
Your visitors want to quickly learn “what’s in it for them.” Spell out the benefits of the products and services you offer clearly on the website homepage, not the features.

5. Does the prospect know what to do next?
In direct response marketing terms this is a “call to action.” If the prospect wants more information (or if they want a quote) is it very clear what they need to do next? It can be to get a quote, subscribe to the agency newsletter, or simply download a free report.

6. Are the colors and font distracting?
Jarring colors, quick animation, and gaudy fonts can really be distracting. And if your visitors are distracted, they’ll quickly click away.

7. Do they feel personally connected?
People buy from people they like, not machines. Connect with your prospects by being honest, straightforward, and using a conversational style. Show some personality and that insurance doesn’t have to be boring.

8. Are there links to social media?
Many prospects will want to do more research about you and your agency before taking the next step. Providing links to the agency social sites gives your potential customers another glimpse into your agency, hopefully with a few testimonials from other customers.

Obtain this feedback from different people. Ask staff for their input as well as clients, friends and family. You may not be able to see flaws in your agency website that others will highlight. Once you determine a few areas where you can improve, develop a plan to start implementing changes. You don’t have to do them all at once — just do a few at a time until you have a website that really works.

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