Marketing your independent insurance agency can be challenging. In many cases, you’re not only competing with other agents and brokers for insurance business—but you’re also having to break through the clutter of near-constant ads to grab your ideal customer’s attention.
Creating an insurance agent website can help. The reason? 71% of insurance consumers use online research while shopping for insurance. A website for your agency or insurance business can serve as a central resource to share information about your company and the insurance policies you offer, generate leads for your business, and convert those leads into sales.
But how do you create a great agency website? What do you include? And how can you ensure your website stands out from the competition and drives results?
Let’s take a look at everything you need to know about what makes for a good insurance website—including insurance agent website examples to help inspire your own website design:
10 Insurance Agent Website Examples—And Why They Work
Need some inspiration to help you design the best insurance website for your agency? Let’s look at a few high-quality insurance sites to learn what they do to drive lead generation and provide value for their clients.
1. Byars | Wright
Why it works:
- Appealing and eye-catching layout and design
- Easy to navigate
- Consistent branding and messaging
Clear, concise, and direct sums up the messaging that’s front and center on the Byars | Wright website. Almost immediately, visitors can determine if they’ve landed on the right site to suit their needs with a headline that clearly establishes Byars | Wright as an insurance agency servicing Alabama.
From there, the site encourages visitors to click through to one of four service pages, giving leads a convenient way to follow through with a query or learn more about the insurance products sold by the agency.
A more comprehensive menu is easily accessible in the site header, with links to additional information about the firm, its products, opportunities to learn more, and ways to get in touch. This is all tied together with a consistent color scheme that calls back to the agency’s logo, even on pages where the main color (red) is used more sparingly.
Takeaway: Even with a simple website design, you can achieve consistency by using a vibrant color scheme to match your branding and logo, with web pages that are easily accessible through a simple navigation menu.
2. Strong Tower Insurance Group
Why it works:
- Relatable and location-specific graphics and design
- Quickly establishes trust and credibility
- Frequent and effective CTAs drive lead generation
Strong Towers Insurance Group greets visitors with a main page that’s visually relevant to the service area, Arizona (thanks to the site’s main banner photo, which features an image of a desert landscape). An accessible navigation menu remains a part of a static header, letting users quickly navigate through the site—even after they’ve scrolled through pages to learn more about what’s on offer.
The firm consistently advertises its relationships with leading insurance companies, establishing its credibility with leads who might not be familiar with the agency’s reputation.
Additionally, CTAs are strategically located throughout the site, giving users multiple opportunities to request a quote, call or email an agent, or submit a query through a simple contact form.
Takeaway: Simplify lead generation through the strategic use of unobtrusive calls-to-action, letting prospects contact you through their preferred communication method.
3. Morris & Garritano Insurance
Why it works:
- Uses strong copy and storytelling to catch visitors’ attention.
- Consistent and relevant messaging establishes trust and credibility.
- Provides a full library of educational resources and materials to inform visitors.
Morris & Garritano Insurance understands the importance of establishing trust and credibility from the get-go. The agency accomplishes this by writing powerful copy and effective storytelling techniques to share its lengthy history, building on its promise to earn trust “at the time of purchase and at the time of need.”
And that storytelling remains consistent across the website. In addition to the standard fare of service pages, Morris & Garritano provides a wealth of information through articles, videos, webinars—and even a resource library to help demystify insurance.
This comprehensive approach helps to win over leads that are looking to engage an established and client-centric agency.
Takeaway: A library of written and visual content can help earn and solidify your trustworthiness and credibility by demonstrating your agency’s professionalism and breadth of experience.
4. Teague Insurance
Why it works:
- Uses a colorful and appealing design that immediately captures attention
- Offers detailed content that explains its insurance products and services in simple, easy-to-read language
- Publishes multiple types of content to keep its leads and clients well-informed
Visitors to the Teague Insurance website are greeted by animations that link to business and personal insurance products, including buttons to learn more or request a quote. But site navigation isn’t limited to the home page graphic. A navigation menu remains at the top of each page, letting visitors explore the site as they see fit.
Where the Teague Insurance website really shines is in its content. In addition to detailed pages about its insurance products—including auto insurance and health insurance (with a special focus on Medicare)—the agency provides a wealth of resources, including a list of live seminars, recent insurance-related news, insurance FAQs, and a glossary, helping build trust and keep new prospects and existing clients educated and informed.
And to further unravel the mysteries of the insurance industry, Teague Insurance dedicates a page to explaining the benefits of working with an independent agency vs. captive competitors.
Takeaway: Leverage content to meet the needs of your target audience—even if it means breaking down simple (to you) concepts like the benefits of an independent insurance agency.
5. Morrison Insurance Agency
Why it works:
- Immediately establishes a connection between the agency and its community
- Shares testimonials from clients to establish social proof, trust, and credibility
- A simplified menu provides immediate access to all of the website’s pages and content
The agency solidifies its commitment to its customers by publicly sharing testimonials from its clients, creating social proof that emphasizes the firm’s quality of service and credibility.
And instead of including dropdown menus in its navigation bar, Morrison Insurance opts for a lengthy menu that includes links to its various web pages. This helps prospects and clients easily find the information they’re looking for without having to click through multiple pages and subpages before accessing production information, requesting a quote, or paying a bill.
Takeaway: Use social proof to emphasize your agency’s commitment to its target audience and service area, as well as its quality of service and support.
6. Gervais Insurance Agency
Why it works:
- A crisp animation captures a visitor’s attention to demonstrate a real need for insurance.
- Written copy maintains the animation’s storytelling elements to further emphasize why prospects need insurance coverage.
- Ties back to the necessity of protecting and serving the local community and market.
Visitors to the Gervais Insurance Agency website are greeted immediately by an animation that tells a compelling visual story.
Each short scene highlights something important: a grandfather teaches his grandson, a man enjoys a relaxing motorcycle ride; an RV drives off toward the horizon. And the unifying fact? The need for insurance—the right insurance—to grant peace of mind in each of these moments.
From there, the storytelling transitions to a written format, suggesting that life is full of unexpected surprises.
The agency uses these special moments—and the claim that each holds some degree of risk—to advertise its auto, homeowners, motorcycle, RV, and life insurance products, with the advice that a reliable insurance policy is the best way to mitigate risk and protect those people a prospect holds dearest.
Takeaway: Effective and compelling storytelling can be shared through multiple forms of media to engage leads and encourage them to follow through with a desired action (like a request for pricing or to schedule an appointment with an agent).
7. Heaton Bennett Insurance
Why it works:
- Gives visitors an immediate opportunity to request a free quote and become a lead
- Uses individual web pages to cover its product line of insurance offerings
- Embeds client testimonials on the home page to establish credibility and reliability
The first thing visitors see when they visit the Heaton Bennett Insurance agency website is a contact form to request a free quote. This gives users an immediate opportunity to speak with an agent, potentially bypassing possible objections or excuses not to get in touch.
At the same time, the Heaton Bennett website doesn’t compromise on providing useful information to prospects who aren’t quite ready to take the jump yet, with an expansive navigation menu providing links to service pages for different types of policies.
To help convert leads and establish credibility, customer testimonials are embedded on the home page itself, helping to support the agency’s proclaimed core values.
Takeaway: A call-to-action can be upfront and direct, but it should still be supported by facts, information, and reviews that establish your agency’s reliability and service quality.
8. Secord Insurance Agency
Why it works:
- Friendly and welcoming messaging ties in with a CTA to generate quick conversions.
- A navigation menu is easily accessible from multiple positions on the website.
- Expansive library of written content drives website traffic and establishes firm credibility.
Secord Insurance Agency demonstrates its customer commitment from the start, prompting visitors to answer: “How can we help you today?” This prompt is followed by a menu that loads above the fold, with options for users to request an instant quote for auto, home, condo, or renters insurance.
Information about other types of insurance is accessible through the dropdown menu in the site header, as well as further down on the home page itself.
Of special note is Secord Insurance Agency’s dedication to content creation. The agency’s blog consists of 97 pages, with the firm’s oldest blog dated June 24, 2013. This massive wealth of content helps the agency rank highly in search results, which can translate to significant—and cost-effective—lead generation.
Takeaway: Use above-the-fold CTAs to promote your biggest or most popular insurance policies, with less popular or competitive policies detailed elsewhere on your site. Also, invest in content to help your website rank better in the search engine results pages (SERPs)—which can help increase visibility and drive business.
9. Benson Independent Insurance Agency
Why it works:
- A simple design provides a comprehensive overview of the agency’s offerings and background.
- Highlighting the agency’s partnerships with its carriers establishes trust and reliability.
- Including a contact form on its landing page helps convert visitors to leads.
The Benson Independent Insurance Agency website might appear simple at first glance—but that doesn’t mean it’s ineffective. Important agency information is immediately visible above the fold, including the types of policies sold by the agency, its dedicated service to its community, and the firm’s partnerships with more than 30 insurance carriers.
And instead of dedicated service pages for each of its products, Benson relies on a single landing page for brief information about its policies, ending each description with two CTAs to either contact the agency for more information or request a quote.
Takeaway: Sometimes, simple is best. A single home page can provide all the information a lead needs to learn about your product offerings and get in touch for additional information or a policy quote.
10. Stahlka Agency
Why it works:
- Immediately displaying the agency’s slogan with a bold visual style helps set the firm apart from its competitors.
- Keeps navigation simple to help guide visitors to the information they need, with easy access to a CTA for requesting a quote.
- Uses an unobtrusive visual pop-up to share recent news and celebrate agency achievements.
The Stahlka Agency website loads with the company’s slogan centered above the fold: “Be bold, be strong, be protected.” By positioning this slogan in this location in such a bold way, the agency uses it as a prompt that empowers and encourages visitors to click any one of the four buttons beneath it, each leading to a dedicated page with details about a specific type of insurance.
But that’s not the only clever feature of the Stahlka Agency site. Upon loading, an unobtrusive pop-up leads visitors to recent company news, shining a spotlight on recent achievements and successes to cement the firm’s credibility and establish trust. And with a contact form on the side of each page, the Stahlka Agency gives visitors every chance to get in touch at their convenience.
Takeaway: Be consistent with your branding; your motto and core values can inspire your site design—and ultimately drive your website visitors’ behavior.
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The Elements of a Good Insurance Agency Website
While there’s no universal definition of a “good” insurance agency website, if you want your website to be an effective marketing tool, there are a few key elements you’ll want your website to feature, including:
94% of website visitors rank navigation as the most important and useful website feature—so if you want your website to connect with your visitors, easy, straightforward navigation is an absolute must.
So, what does that look like? Visitors typically spend an average of 6.44 seconds viewing a website’s navigation menu and just over six seconds on the search box. This means both elements need to be easy to find, identify, and use if you want to prioritize the user experience and prevent your potential clients from going elsewhere.
Your navigation and search menus should be immediately visible above the fold (or, in other words, the upper part of your website that’s immediately viewable after it loads). The navigation menu itself should also be simple and accessible, with links to different pages on your website, like:
- Home page or landing page
- About Us
- Service page/insurance product page(s)
- “Get a quote”/pricing
- Claims center
- News or blog
A whopping 56.83% of online traffic in the U.S. comes from mobile devices. If a website isn’t designed to be mobile-friendly, mobile devices, like cell phones and tablets, will display websites differently than desktop monitors. This can make it difficult for visitors to navigate your site, driving them away from your agency—and into the arms of your competitors.
The solution? Responsive design. A website that uses a responsive design automatically adjusts its layout to properly fit a visitors’ screen, whether they’re viewing your site on a 27-inch monitor or a 6.1-inch iPhone screen.
Responsiveness helps make sure that important information—including your navigation menu and other elements—is easy to read and access across devices. This can not only create a better experience for website visitors but can ultimately drive better results and higher conversions.
Bonus tip: Many free or low-cost website builders—like Squarespace, Weebly, and Wix—generate or support responsive design. Additionally, many free and premium WordPress designs are built with mobile-friendly support.
Quick Loading Time
Loading speed—which is how quickly your website shows up on a visitor’s screen—plays a major role in converting leads. In fact, a website that loads in one second has a conversion rate 2.5 to 3 times higher than a website that loads in five seconds.
Pages that load in one second secure an average conversion rate of 40%—while adding a single second to that load time drops the rate to 34%. At six seconds, that rate drops to a staggering 18%.
The solution? For goal-oriented conversions (like making an appointment to discuss a prospect’s insurance needs or to sell a policy online), you should aim for a 1-4 second load time by:
- Choosing a reputable and high-rated hosting provider, which is the company that provides the servers to run your website
- Avoiding complex code
- Compressing images
All of these steps will help your site load faster—and, ultimately, will help you convert more of your website traffic.
Agent Bio and Contact Information
Insurance prospects like working with agents. In fact, 65% of consumers would use an agent to purchase a policy, and 78% of consumers who did so would use one again. Why? Because insurance prospects want communication and meaningful relationships—those built on trust.
How do you build trust and encourage communication through your website? Creating agent bios for yourself and each of your agents is a good start.
Bios can establish credibility about each agent’s experience and specialty and put a face to each agent’s name (and voice). It also helps to personalize interactions you and your agents have with leads—especially if each bio includes the agent’s contact information (including a work phone number, email, and even social media links).
In addition to including your contact information on your bio page, you should also make sure it’s easily accessible no matter where visitors are on your site—for example, by including it on your website’s footer. That way, once they’re ready to make a move, visitors don’t have to go searching for your contact information.
Social proof—in the form of testimonials and reviews—can help convince prospects to work with you and your agency. In fact, 46% of consumers consider business reviews as trustworthy as recommendations from family and friends. And one of the best places to showcase this type of feedback? Your website.
Reach out to your existing clients to ask them to review your agency, then share that feedback on your website. When potential clients read about the positive experience your current clients have working with you, they’re more likely to believe that they’ll have a similarly positive experience—which can incentivize reaching out and engaging with your agency.
Live Chat/Customer Support
Even if you go over a prospect’s policy in excruciating detail, insurance is complex and filled with jargon. And for some customers, it’s a hefty investment. That means prospects and clients might have questions, both before and after they buy a policy.
But without guidance from an agent, a potential customer or existing client can get frustrated and leave your agency for one with better (or more available) support.
A potential solution to this type of support issue? Implementing a live chat feature. The insurance industry boasts the second-highest customer satisfaction rate (92.9%) in live chat support, making it an effective solution for resolving concerns.
And for the hours you don’t have staff manning the keyboards? Use an AI chatbot to answer simple questions—and/or construct a knowledge base that answers some of the most frequently asked questions in simple, easy-to-understand language. That way, you can support your clients whenever they have a question—even if and when that question falls outside of business hours.
Powerful Content and Mixed Media
Promoting yourself and your agency means creating a variety of content across marketing channels. For example, you might post insurance explainers on YouTube, share case studies on LinkedIn, or post quick insurance facts on TikTok.
And while marketing across platforms is totally fine (and can be very effective!), your website offers a great opportunity to not only centralize all of this information (that way, customers can access all of your content in one place) but also repurpose and republish your social media content to drive traffic, inform leads and clients, and boost the credibility of your agency.
But not all content is great—and if you want your website content to drive results, you need to make sure it’s the right type of content. Make sure the content you produce and publish on your website:
- Provides value by answering questions and educating readers
- Is engaging, concise, and easy to read, watch, or listen to
- Is well written/produced and professional
- Uses search engine optimization (SEO) best practices and relevant keywords
Plenty of Effective Calls-to-Action
You don’t just want website visitors to look at your website or read the content published there; you want them to take action—whether by requesting a quote, scheduling a call, or purchasing a policy. And if you want them to take action, you need to include plenty of calls-to-action (CTA).
A CTA encourages visitors to take specific actions, like requesting a quote or scheduling an appointment—and it is crucial for generating conversions. By including them in different spots on your website, you can help visitors make the transition from learning about your services to actually engaging your agency.
For optimal results, you can (and should!) include CTAs in a variety of places, including above the fold, at the bottom of your home page, and in (or near the end of) blog posts and case studies—or even in your navigation menu (with a link to request a quote).
This gives visitors multiple chances to take the next step based on the information they’ve just read (like a blog post discussing the benefits of life insurance or a service page that highlights the low premiums—and importance—of renters insurance).
Tips for Designing Your Insurance Agent Website
Now that you’re inspired to launch your agency website, here are some tips to keep in mind as you start the design process:
- Use a template or website builder: Web design requires its own skill set—a skill set not everyone has the time to learn (especially if you’re busy running your own agency!). Website builders and platforms (like Squarespace, Wix, and WordPress) let you use templates and drag-and-drop functionality to design a website quickly, affordably, and relatively simply—giving you a solid alternative to hiring an expensive web designer without needing to learn to code.
- Make your design consistent: Your insurance website design should be consistent across web pages. In other words, think of your insurance site as an extension of your brand; once a visitor recognizes and understands that they’ve landed on your site, it should be obvious that they’re still on it—and engaging with your agency—even if they click through to another page. In addition to using a consistent color palette, use the same fonts and font sizes on each page. And if you’re publishing content, each new piece—like a blog post or video—should be structured and formatted similarly.
- Invest in SEO: Search engine optimization is a set of practices to help your website rank in search results to drive traffic to your site. Generally, SEO is a long-term strategy that combines elements of web design best practices—like site speed, accessibility, and convenience—with content marketing (through publishing useful content, like blogs and videos) that targets specific topics and keywords. This increases the chance for visitors to find your site and convert from visitors to leads—and then from leads to clients.
- Comply with the Americans with Disabilities Act (ADA): The ADA requires businesses that operate for 20 or more weeks per year and that employ 15 or more employees (or companies considered “public accommodations,” which include banks, hotels, and public transport companies) to abide by ADA guidelines—including on their websites. This means you’ll need to design your website with accessibility in mind—for example, by captioning videos, using alt text to describe what images depict, and, in general, making it easy for visitors to navigate and read through your website. (Fortunately, many templates and website builders have built-in tools to support ADA compliance from the start.)
Build an Effective Insurance Agency Website
Insurance can protect everything someone has worked so hard to earn and achieve, from a beautiful home to a thriving business. And because insurance is so important, customers want to work with an agency they can trust. And one of the ways they determine if an insurance agent and/or agency is the right fit for them? Their website.
Your website offers the perfect opportunity to show potential customers that you’re the agent/agency they want to work with.
And now that you understand how to design an agency website (and have plenty of insurance agent website examples for inspiration!), you’re empowered with the information you need to design an agency site that not only connects with website visitors but helps to convert them into real-life customers.