Insurance website mistakes to avoid

Published: August 18, 2016

Updated: July 24, 2018

Author: Luke Jones



Shop Insurance Canada has spoken before about the importance of insurance companies having a strong and dynamic online and mobile presence. Laird Rixford, President at Insurance Technologies Corporation (ITC), speaking to Insurance Business point to three common mistakes insurance companies make online.

Having a solid online strategy is a fantastic way to engage with new customers. However, Canadian insurance providers often treat this aspect of the business as an afterthought. Here are the three common issues Rixford discusses:

   Outdated design

Needless to say, an outdated design leaves a bad impression for numerous reasons. A modern site will show customers that a company is active and professional. Also, a slick web design often means that users can navigate your products and services more easily. Older designs tend to be more cluttered and harder to use.

As the old saying goes, first impressions count. Customers will often decide on a website within the first few seconds. If that time is spent looking at something unattractive, the potential customer will likely leave without even looking to see what your company offers.

  No blog

Once a customer is on your site, a blog can serve numerous purposes for engaging with them. Firstly, a regular blog can keep the consumer up-to-date with what you are doing, the industry, and general news. More importantly, it shows the customer that you are active, around, and willing to engage with them in compelling ways.

A blog is also an easy way for insurance companies to engage their customers and make your business easier to find. Search engines hunt for fresh content, so a static product-based website could eventually get buried. An updated blog will help keep you in the eye of search engines and closer to potential customers.

 A blank ‘About Us’ page

About Us pages do exactly what they say on the tin. They tell potential customers about your company, who you are, what you offer, and how you offer it. A blank or short blurb About Us page is missing the chance to sell yourself to customers.