When a prospect visits your website, they form an instant impression of what it’s like to do business with you - and within a couple of seconds have decided whether to stay or go.

“What do I feel about this broker? Is this a dynamic, successful business or are they stuck in the past? Should I read on or move on?”

Use this checklist to ensure that your website’s working hard for you, keeping visitors engaged until they feel comfortable enough to call you.

Make a good first impression - A checklist for your website:

1. Is your homepage primarily visual?

   (No one reads long paragraphs of text on a homepage)
   
   

2. Does the main image make visitors feel like they’re in the right place?

   (or does it inadvertently drive them away)
   
   

3. Does the design present you as modern, successful and forward thinking? (As opposed to outdated and stuck in the past)
   
   
4. Does it grab and hold visitors’ attention by making it immediately obvious that you can solve their problem/fulfil their need?
   
   
5. Is your website navigation intuitive?
   
   
6. Do you use video to hold their attention and start to build a positive, trusting relationship – before then encouraging them to call you?
   
   
7. Are there prominent testimonials to show that your existing clients trust you to deliver value every time?
   
   
8. Are referrals actively encouraged on your website?
   
   
9. Are the photographs in the ‘Meet the team’ section taken by a professional?
   
   
10. Are you mobile optimised?
    
    
11. (If it’s relevant/to your advantage) Is it clear that you’re a local business?
    
    
12. Is your telephone number easy to find at a glance (on every page)?
    
    
13. Do you have a ‘Get a quote’ or other calls-to-action prominently positioned on the home page?
    
    
14. Is it clear what lines of insurance you cover?
    
    
15. Does the website load quickly? (Here’s how to check)
    
    
16. Do you use approved insurance carrier logos to add credibility and trust?
    
    
17. Have you used a copywriter to edit and improve the written content?
    
    
18. Are you using a lead magnet to capture prospects’ contact details?
    
    

Because a prospect’s first impression ultimately determines whether or not they contact you, it affects the success of your entire business. Plus, our increasingly short attention span means that it is more important than ever for your homepage to be as effective as possible in turning visitors into enquirers. So, take some time and use this guidance to improve the marketing on your homepage.