As most B2B buying decisions start with an online search, it makes sense to improve your website’s ability to earn its keep, generating more warm leads for the business.

So here’s a question; when did you last update your site? A month ago? A year? Longer?

Five reasons to prioritise this on your To Do List

1. An unloved website can quickly repel potential new clients

   Visiting prospects take a mere 0.05 of a second* to judge whether to stay on your site or to leave and search for their insurance solution somewhere else.

   This is particularly important for referred potential clients who may decide whether or not to call you based on their immediate perception of your business, as they see it through the lens of your website.
   
   

2. Many broker websites still don’t focus on attracting their most valuable clients

   Most of your new enquiries should be coming from your primary target audience. If they’re not, then you may not be effectively positioning yourself in the market.

3. Out of date websites can easily slip down Google’s page ranking

   Every time you update and improve your site, Google recalculates your website’s position on the relevant search page. So if your competitors are consistently improving their website, your page ranking may quickly begin to slide.

4. Hard to find call-to-actions can cause potential prospects to quickly move on

   If the ‘call this number now’ action point on your website isn’t immediately obvious then too many potential clients will just leave, never to return.
   
   

5. Plus nothing is wasted. Every penny you invest potentially increases the value of your firm

   A really good website creates valuable brand equity for your business. So if your long-term goal is to eventually sell up, then the sooner you begin to invest in your website (and therefore your brand), the more your company may be worth.
   
   

Growing businesses need to invest in a constantly evolving and quality website. It’s an aggregation of your most valuable assets and potentially the most powerful business development tool available to you.

www.tandfonline.com