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How to create a great website for insurance brokers

Designing your website as an insurance broker is an important task. This guide aims to outline the different considerations to take in mind when starting to design a new insurance brokerage website or when updating your existing website. It will cover applying a customer-first design principle, the different types of websites; Brochureware, informative, educational and transactional and how to consider the stage of engagement a customer is actually at.
In addition, it will outline how you can make managing your website easy by utilising the data and technology capabilities that are built into Advisr to help power your website. 
Customer-first design approach
Stopping to consider what a customer actually wants to do when they visit your website can help in determining what type of website you should build and what functionality you need to include. 

Most customers when visiting an insurance brokers website are looking to complete a few simple tasks. So identifying these and structuring your site to meet these requirements makes it easy to work out what to include and how to create a website. 

What are the tasks customers are looking to do:
  1. Contact you - through either finding your phone number / email or physical address.
  2. Engage - Get a quote for some insurance.
  3. Transact - Pay an outstanding bill.
  4. Access - Access their certificate of currency.
  5. Learn - Get educated on their insurance needs

Can you think of others? Add them into the comments and we will add them here. 
The design of your website needs to aim to make the completion of these tasks as simple as possible. 
Types or style of websites to consider:
Websites that are brochureware are the simplest to create. Brochureware websites have a limited number of pages of content and focus predominately on communicating information to a prospective customer. 

  • Relatively quick to get up and running.
  • Require very limited maintenance or ongoing support. 
  • Limited (real) customer value.
  • No reason for customers to come back more than once.
Informative websites aim to add more depth of information to a customers experience. Informative websites aim to have more product information and detail. Often these may have product information or descriptions. 

Cyber Liability Insurance is designed to help protect you from claims and support your profitability in the event of a cyber breach or attack.

Public Liability insurance is there to provide protection if someone makes a claim against the insured, the business or its employees.

A business insurance pack can provide cover for your business premises and contents, against loss, damage, theft or financial loss from an insured interruption to the business.

Informative websites aim to add more depth of information to a customers experience. Informative websites aim to have more product information and detail. Often these may have product information or descriptions. 

  • Product information can be easily obtained and add depth to a site.
  • Require limited maintenance or ongoing support. 
  • Some customer value
Educational websites aim to engage customers by empowering them with useful information that they can apply. Educational websites may include more diverse types and styles of content, for example - 
  1. Include How-To Guides or Step-by-step instructions
  2. Imagery that is instructional
  3. Videos either explaining or demonstrating scenarios.
  • Good quality content can attract new customers on an ongoing basis.
  • Good for SEO - search engine optimisation
  • Educational content is a good way to quickly build trust with the customer. 
  • Quality educational content is harder to produce and can be expensive to create.
  • Content may need to be updated or tweaked as changes occur.
  • The audience may self-serve on the content and not (immediately) transact with you.
Transactional websites enable a customer to buy or transact via your website. This may include making an online enquiry, completing a form or purchasing directly from you. Transactional websites are more complex to create and may rely on payment gateways to facilitate online financial transactions. A more complex site requires a greater level of investment and more robust maintenance and ongoing support and development.
  • More ways for customers to complete the tasks they require in ways they are comfortable; eg phone call, email or buy online.
  • Online transactions can happen without any human or company involvement. 
  • Faster experience for customers. 
  •  Website setup and development may require more technical capabilities and ongoing maintenance. 
Build your Insurance Brokerage Website on the Advisr API
Keeping websites up to date, with dynamic content and recent customer reviews can be tricky. Great news. The Advisr API can enable you to build your website quickly and easily by using the data you put into Advisr as the backbone of your website. It is easy to use and can enable your team to quickly update content on Advisr and have it reflected automatically on your website.
Customer Reviews:
Any new customer reviews can be automatically seen on your website. Building trust with customers and maintaining consistency across your digital presence. 
Team Profiles - Build a team page that is managed easily and simply. 

Updating photos easily or if a new team member joins or one leaves, then they can be added to your website Team page or About us page with the click of a button. 
Articles and Posts
Writing articles is great and something we encourage. We know it is what customers are looking for. Now your article can appear on both Advisr and your website, making it easy to maintain and allowing you to spend more time creating content and less time wrestling with the technology. 

Get your content in front of as many people as possible and create great SEO backlinks at the same time.
Stages of customer engagement: 
So What do these different stages of customer engagement mean?
Your audience has different requirements at different stages of their relationship with you. You need to identify who the customer is and what content you should be showing them.  
What messaging you included in different parts of your website needs to align with where the individual customer is at.
Top five things to include on your website:
Photos of your team
People do business with people. So highlight your staff.
Customer reviews - let your reputation build trust
Great news, you can now include your Advisr customer reviews quickly and easily on your website. 
Learn more about the Advisr API and how to get your Advisr reviews on your website

Source: Norton and Co -
Phone number
People want to pick the phone and connect with you. At Advisr we generate lots of phonecalls into brokers and brokerages every day. Make your phone number accessible and easy to find - especially when being viewed from a mobile device. 
Simple enquiry form
Aim for as few fields and possible and make them optional. Your aim is to reduce friction as much as possible at this stage.
Buy it now - (if appropriate)
Giving customers a way to buy from you directly via your website is a great feature to include. However, you do need to work out what the return on your investment will be for developing and deploying such capabilities. Will it pay for itself 
How to measure the success of your website:
Measuring the success of your insurance brokerage website can be tricky. Ultimately, it depends on what your objectives are for it and what you designed it to do. So understanding how your insurance brokerage website performs based against your personal objectives is the best way to analyse its success.

Tools to use to measure your website:
To understand what is happening on your website, you need to have an analytics product installed and tracking correctly. Google Analytics is a great free tool that enables you to track your websites performance overtime. Get help from your web developers to deploy the tracking code and make sure you establish some goal and event tracking to provide further insights.
Key website metrics to look at:
Note: these metrics are relative to your objectives and improvements to them over time is what can make the most impact on your business. 
Website performance:
1: Time on site: How long an individual user spends on your website.
2: Pages viewed: How many different pages a user visits when looking at your website.
3: Bounce rate: The % of people who come to your website and leave or exit (bounce away from) it immediately.
Sources of traffic
How are people finding your website? Normally you will see contributions from Google, social media, paid media and other referral sites. Depending on the marketing initiatives you have undertaken, the contributions from various channels will differ. 
Other Helpful Resources for you:
General Advice Warning: This advice is general and does not take into account your objectives, financial situation or needs. You should consider whether the advice is appropriate for you and your personal circumstances. Before you make any decision about whether to acquire a certain product, you should obtain and read the relevant product disclosure statement.

All information above has been provided by the author.

Andy Jamieson, ABN 17 613 588 266

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