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10 Insurance Website Design Terms You Need to Know

Dictionary When building your insurance agency website, you might hear a lot of technical jargon. It’s easy to get lost. It can be hard to stay up to date on the latest terms and definitions. I’ve put together this list of important insurance website design terms you should know. This list will help you understand what your designer is talking about during the design process.

Above the Fold
The fold of an insurance website is the point where visitors start to scroll to see more of the page. As best practice, it’s best to keep the most important information like your logo, phone number and unique selling proposition above the fold line.

Call to Action (CTA)
CTAs tell your visitors what you want them to do. They’re usually in the form of a button, text or graphic and will ask the visitor to do things like Fill Out A Quote Form or Subscribe

Conversion Rate
To calculate your website’s conversion rate, divide the total number of website visitors by the amount of received forms, quote requests or phone calls. On phone calls, make sure you’re asking how they heard about your agency so you only include phone calls that came from your website. Conversion rate helps determine how effective an insurance website is in generating new leads for your agency.

Flat Design
Flat design is a type of insurance website design that is clean and minimalistic. A flat design website doesn’t have shadows, gradients or 3-D elements. More and more websites are turning to this web style today. Websites that use the older graphic design elements can look outdated, which is not good for your online presence.

Infinite Scrolling
This technique loads a web page in layers, going from top to bottom. A visitor will instantly see what’s above the fold while the rest of the website continues to load beneath the fold. Infinite scrolling helps websites load quicker since browsers do not have to load the whole page at once.

Landing Page
At the most basic form, a landing page is any page of an insurance agency website that a person can land on. Most people refer to landing pages as any page of a website that is not the home page and captures a visitor’s information. 

Landing pages usually have one specific focus and talk about only one product or feature. They allow clients to interact with a website by filling out a form or requesting information.

Lead Form
A lead form lets insurance website visitors submit or download information. Quote forms act as lead forms since they capture information. The agent then treats this information like a new lead.

How a website flows from one section to another is the navigation. This information is in the website’s navigation menu, which is usually on the top, side or bottom of a website. It allows the website visitor to easily access the pages he or she needs most.

Responsive Elements
Responsive elements are most often brought up when talking about mobile versions of insurance agency websites. They organize a website based on the visitor’s browser or window size. This prevents the website from looking squished on smaller screens. 

White Space
The blank space around content, logos and graphics is white space. Adding white space around these important elements helps give them prominence. White space makes it easier to keep a smooth, clean look without cluttering up your website’s design.

Knowing these ten website design terms is important when building or redesigning a website. Hopefully, next time you hear them, you’ll feel more confident because you know what they mean.

Do you have a website design term you need help understanding? Let us know in the comments below, and we’ll include it in our next blog post.


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