Designing a Great Insurance Agency Website

Whether you’re a seasoned insurance agent or just getting your feet wet in the insurance industry, having a well-designed website is one of the tools that can set your business apart from other agents. Not only does a website serve as your business’s digital identity, but it also has the potential of boosting your credibility and attracting new leads. 


While designing a great insurance agency website can cost anywhere between a hundred dollars to fifty thousand dollars depending on your business needs, there are several basic rules that you must follow to design a great insurance agency that is informative and converting.

Basic Rules of Website Design for Insurance Agents

When designing a great insurance agency website, several rules must be followed to stand out from other low conversion insurance websites. In this section, you will learn sure-fire ways to ensure your website stands the best chance of success when competing in the online world for insurance leads.

Responsive Website Design

Think of the internet or search engine as a one-way street with millions of insurance offices offering similar products and services. To win more visitors coming to that street is by designing a responsive website that works with all mobile devices. 


The best way to understand where your website traffic is coming from is to install the Google Analytics script on your website or nest it in your tag manager. This analytic script will show you the city or state, using desktop or mobile, Chrome or Firefox, etc. More importantly, you can quickly improve your website user experience (UE) with this information. 

Easy to Navigate

The average insurance consumer visits between 2-10 websites when choosing an insurance provider and product. And if your website isn’t intuitively easy to navigate, visitors are likely to get frustrated and leave — regardless of how good your content is. 


To that end, it is essential that you design your insurance websites with clean, easy-to-access navigation that ensures potential customers can easily find the website content they want.

Good Content

One of the things website visitors look out for when visiting a website is the quality of content in the website. Visitors want to consume content when they get to a website. And if they can’t find what they need, or the content isn’t well-written or helpful, you’ll end up losing traffic to your competitors. Write content that speaks to the audience, answers their questions about insurance, and hits pain points. 


In the world of marketing, “good content” means it’s relevant and helpful to the website visitors and ultimately tailored for obtaining qualified leads. Take advantage of SEO practices, video blogs, and other content types to market your business offerings. 

Contact Made Easy 

With some of the larger insurance agency website designs, it can sometimes be challenging to find contact information quickly. This is often done to encourage people to use the resources on the website before making a call. While this may seem like a good idea, it can be frustrating from a website visitor’s perspective. 


Make it easy for your website visitors to access your business contact information if they want to reach you. When designing an insurance website, make the phone number clickable from a visitor’s mobile device. 

Place enough CTAs

When designing your insurance website, you should include enough calls to action, but they must be placed the right way within your website. Using CTA helps remind your users to proceed to the next action but do it sensibly. Placing CTAs all over your website may affect your website navigation and reduce visitors’ experience. 


Whatever you do, whichever colors you choose, make CTAs easy to see by using a color that contrasts with the rest of the website’s theme while still adhering to the client’s color palette. Make sure you place call-to-actions in the right places on your insurance website; doing so will help you convert your visitors into real prospects.

Keep it Short and Simple

And, last but certainly not least, when designing your insurance agency website, the key is keeping it short and straightforward. When designing your insurance agency website, focus on the primary goal of the website and your business. There’s no need to make web design harder than it needs to be; or include unnecessary information. 


Maybe you’re a dog lover, there is no point in creating content about your dog or love for dogs on your insurance website. While your prospective leads may love dogs, that isn’t the purpose why they clicked on your website URL. Too much unimportant information distracts your insurance leads and complicates your marketing funnel. 


If you are creating an insurance agency website from scratch, make sure you outline a clear structure for the website and the pages. Always get feedback from other people about your website and ALWAYS consult the data before making marketing-based decisions. Don’t get lost in the details, but remember, a website is the cornerstone of your digital footprint and should be a lead generator.

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