Mobile usage continues to soar, with nearly 60% of global website traffic coming from mobile devices. For insurance professionals, optimizing your website for these on-the-go users is no longer an option — it’s a necessity.
After all, your website should be a lead-generating machine, not a source of frustration for prospects. Poor mobile optimization may turn away qualified leads who need your services — if your website loads slowly or displays incorrectly, for example.
Don’t worry; Neilson Marketing Services is here to help. As insurance SEO and web design experts with over 30 years of insurance industry experience, we’re here to guide you through the essential strategies for creating a mobile-friendly insurance website — one that will keep your visitors engaged and coming back for more.
Read on as we explore five key strategies to make your insurance website friendly for mobile visitors.
1. Responsive Design
Responsive web design should be the foundation of your mobile optimization efforts. With responsive design, your website dynamically adapts to fit everything from desktop monitors to tiny smartphone screens. It creates a smooth, seamless user experience regardless of device — no more zooming, pinching, and scrolling.
The benefits of responsive design are worth mentioning:
- Your users will have a fantastic experience, no matter what device they’re using
- You’ll see lower bounce rates (that’s when people leave your site quickly)
- You’ll get more conversions
- Your brand will look amazing across all devices
Achieving responsive design does not require starting your website over from scratch. With some HTML and CSS adjustments, you can transform your existing insurance website to be mobile-friendly. Focus on flexible images and other design elements that resize around content.
Finally, don’t forget to test your website on various devices to ensure optimal performance. You want to ensure your website looks and functions great on everything from the latest iPhone to old Android tablets.
2. Streamlined Navigation
When it comes to navigation, insurance websites can be a bit like a maze. With so many products and services to offer, it’s easy for navigation menus to become cluttered and confusing. But on mobile devices, that’s a no-go. Screen real estate is limited, so streamlining your navigation is essential.
One way to simplify your mobile navigation is using a hamburger menu icon — the three-line icon synonymous with mobile menus. Using a hamburger menu saves space on your mobile site while providing users with easy access to your navigation menu.
Also, consider simplifying top-level navigation to just four or five options. Use clear, descriptive menu labels that avoid industry jargon. Uniformity is essential as well. Try to implement persistent navigation menus that remain visible.
Finally, prioritize key pages in the site hierarchy that you want to draw attention to, like claims and contact. Spotlight calls to action with visually distinct buttons.
Every click eliminated improves conversion rates. Guide visitors to the information they need in as few taps as possible.
3. Page Speed Optimization
Did you know that 53% of visitors will abandon a website if it takes longer than three seconds to load? With varying internet connectivity on mobile devices, optimizing your site for fast page loads is a must.
Luckily, there are several ways to accelerate your insurance website performance, including:
- Enabling browser caching to reduce server requests
- Compressing images and media files for faster loading
- Eliminating unnecessary visuals and animations
- Streamlining code for cleaner rendering
Content delivery networks (CDNs) can also help distribute your site’s resources globally, speeding up delivery times. These networks reduce the physical distance between your website and its users, resulting in faster load times.
Your goal should be sub-three-second load times on both desktop and mobile. Use speed testing tools to catch performance lag and address the issues tripping up your insurance website.
4. Mobile-Friendly Forms
Tapping tiny text boxes with even tinier keyboards frustrates users. That’s why only 3% of people prefer to fill out forms on mobile devices, compared to 84% on desktop or laptop. Thus, the next step is to simplify your forms for mobile users.
The key to creating mobile-friendly forms is to keep them short and sweet. Only ask for the information you absolutely need, and use single-column layouts to make scanning and completion easier. You can also use auto-fill functionality to reduce the amount of typing required and provide clear labels and placeholders to guide users through the form.
Allow phone number and date pickers, and utilize location services and camera inputs when it makes sense.
5. Mobile SEO
As mobile usage grows, Google continues to update algorithms to favor websites optimized for mobile users, known as mobile-first indexing. Having a mobile-friendly insurance website is becoming imperative for solid insurance SEO rankings.
Specific tactics include:
- Implementing accelerated mobile pages (AMP)
- Minimizing redirects to avoid domain confusion
- Using schema markup to highlight key insurance pages
- Structuring code for clean crawling
- Indexing
- Rendering
- Using schema markup to highlight key insurance pages
- Building high-quality, mobile-friendly backlinks to improve search rankings
To connect with nearby insurance shoppers, you need to optimize your site for local search domination. Many mobile users seek geo-targeted business information, so ensure you’re showing up in their search results.
The expertise for flawless mobile insurance SEO can be complex to develop in-house. But the payoff from increased organic traffic is invaluable, making it worthwhile to work with trusted pros like Neilson Marketing.
Leave Web Development to the Experts
While straightforward in concept, smoothly executing mobile optimization can get technically complex. From coding responsive frameworks to configuring hosting for speed, it helps to have an experienced web developer on your team.
At Nielsen Marketing, we live and breathe websites that engage and convert across all devices. Our custom-designed websites achieve faster load times, higher engagement metrics, and greater lead generation rates than template platforms. Thanks to semantic optimizations, these sites also capture more qualified traffic from insurance SEO.
Partner with us to make your transition to mobile smooth while future-proofing your site for ongoing enhancements. Our team of experienced developers and designers stays up-to-date with the latest mobile optimization trends and techniques so you can focus on what you do best — providing exceptional insurance services to your clients.
Ensure Your Mobile Optimization Success Today
Mobile optimization is no longer a nice-to-have for insurance websites—it’s a must-have. The tips above are instrumental in creating an exceptional user experience. It is one of the first things to do to attract more clients to your insurance business.
But as mobile technology continues to evolve, staying ahead of the curve can be challenging. That’s where partnering with a trusted agency like Neilson Marketing can make all the difference. We can help you create a mobile-optimized website ready for today and tomorrow.
Complete our simple Contact Form to explore how we can drive more mobile insurance leads today!
