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Websites for Insurance Agents: Why You Need One and How to Get Started

Websites for Insurance Agents: Why You Need One and How to Get Started

John John
23 minute read

As an insurance agent, having a professional website is crucial to your success. However, creating high-performing websites for insurance agents is no easy feat. 


From lack of expertise to time constraints and even the fear of investing money without seeing any return, designing a website can be a daunting task.

But fear not! We're going to delve into the world of insurance website design and provide you with a comprehensive guide to help you create a website that converts traffic and helps you build your brand online. 

So, buckle up and get ready to master the art and science of designing high-performance websites for insurance agents.

website design for insurance agents

    Is Having a Website REALLY that Important as an Insurance Agent? 


    As an insurance agent, you may have a website but have no interest in updating it because it hasn’t brought you direct business in the past. 

    After all, why put your energy into something like a website if most of your clients come from referrals or traditional marketing methods?

    But no matter what methods you are currently using (Facebook ads, LinkedIn, direct mail, etc.), it doesn’t matter if you don’t have a professional website to back up your insurance business.

    Nowadays, your clients are Googling you before you even know them — and if you don’t have a website, they don’t know whether they can trust you or not.

    In fact,
    75% of people judge the credibility of any business through its website. With that said, here are the top reasons why you need a website as an agent: 


    • Trust & Credibility

    First and foremost, having a website can help you establish your legitimacy and credibility as an insurance agent.

    When people are looking for an insurance agent, they want to make sure they are dealing with a trustworthy and reliable professional. Having a well-designed and informative website can help you convey your specific expertise, experience, and professionalism.

    It can also serve as the hub for your credentials, licenses, and affiliations, as well as provide details about the types of insurance you offer and the clients you serve. 

    By providing this information, you can build trust and confidence with potential clients and differentiate yourself from competitors who don't have a website.


    • Visibility

    Having a website is also an effective way to enhance your visibility — especially in today's digital age. 

    When seeking insurance recommendations, most people turn to the Internet. With just a few clicks, people from across the globe can easily access reviews, services, and contact information.

    While social media platforms can also serve as a means to reach potential clients, social media sites are not the end-all-be-all. You still need a website to get the most out of your digital footprint. 

    Having a website is just another way to improve your reach to possible clients.


    • Complements Other Marketing Initiatives 

    Are you currently running a paid ads campaign? Or, sending out direct mailers to potential clients? Posting on social media? 

    If you answered yes, we want to follow up with another question. Where are you sending them if you don’t have a website? 

    Having a professional and well-designed website significantly improves conversion rates on your other marketing initiatives like social media, email marketing, and paid advertising. It can also help further your lead generation efforts and guide those individuals further along in the buyer's journey. 

    The end goal is to get them to “sign the dotted line” — but if there is nowhere for them to learn more about your business after you’ve launched various marketing campaigns, why would they trust your services over a competitor that has a professional web presence and positive reviews? 

    If you’ve made it this far, that means that you may be considering creating a website or updating your current one. With that said, let’s talk about some of the unique attributes of websites for insurance agents.

    insurance agency website checklist

    Key Elements of an Effective Website for Insurance Agents


    Website design for insurance agents may seem daunting at first, but there are a few common patterns that we see time and time again with the best websites for insurance agents. And these specific elements have enabled many insurance agents just like you to attract, retain, and ultimately convert visitors into lifelong insurance customers. 

    Let’s take a look at the key website elements for lead generation:


    • User-Friendly Design and Navigation

    First and foremost, a user-friendly design and navigation are essential for any insurance agent website. 

    Visitors should be able to easily find the information they are looking for, without having to navigate through confusing menus or pages. 

    Additionally, an insurance website should have a clean and modern design that is visually appealing and easy to read. This includes using a simple color scheme and typography that is easy on the eyes.


    • Mobile Responsiveness

    Mobile responsiveness is no longer a “nice to have” item on your insurance agency website design tasks list. It’s crucial. 

    In fact, 73.1% of web designers state that non-responsive design is a top reason why visitors leave a website. This means that an insurance website must be designed to function seamlessly on any screen size or device to give visitors the experience they expect. 


    • High-Quality Content

    High-quality content is another important element of an effective insurance agent website. Content should always be informative, engaging, and relevant to the needs of potential customers. 

    Not sure where to start? Put yourself in your ideal client’s shoes and consider what questions they may be asking about your particular insurance niche. Do they want to know about the benefits of a certain policy or the risks associated with not having adequate coverage? 

    Once you have identified these topics, you can start creating content that addresses their needs. Some common forms of content include blog posts, guides, and videos that help visitors understand the value of your services. 


    • Call to Action

    Have you ever visited websites for insurance agents and noticed a button with text like "learn more" or "get a quote"? These buttons are known as "calls to action," which are designed to prompt visitors to take specific actions, such as filling out a form or contacting the company.

    Calls to action are typically presented as buttons or links and serve as a guide for visitors to learn more about a product or service, or to initiate a conversation with the company. They are effective in ensuring that visitors know exactly what steps to take in order to access more information, request a quote, or schedule a discovery call.

    As a growing insurance agent, you need to utilize calls to action to help your visitors know how to take the next steps with your business. 


    • Trust Signals & Social Proof 

    Finally, trust signals and social proof are key elements that can help establish credibility and build trust with potential customers. 

    This includes displaying customer reviews, ratings, and testimonials on the website, as well as highlighting any industry awards or recognition the agency has received. 

    In addition to this, including trust badges such as disclosures and privacy policies can help reassure visitors that their information is safe.

    We talked about the key elements to incorporate into your independent insurance agent website, but how can you choose the right design?  Here is our top piece of advice when choosing a design that makes the most sense for your unique insurance business.

    Choosing the Right Website Design for Insurance Agents

    As an insurance agent, you need a website that looks professional and trustworthy to potential clients. There are two main ways to achieve this: custom website design and website templates.


    Pros and Cons: Custom Website Design vs. Website Templates

    Before choosing whether you want to go with a pre-made template or get a custom design, it’s good to know both the positives and drawbacks. We will be upfront when telling you that our favorite approach is the template method for most agents, but we will lay the groundwork for each option.

    insurance agent websites - pros and cons of custom web design

    Pros & Cons - Custom Insurance Website Design 



    • It’s unique to YOU: By working with a developer, you know that there is no other website online like yours. A professional team can create it exactly how you would like it to look, and it is completely unique to your business. 
    • You get to work side by side with a professional: Having a custom website design means that you have a relationship with a professional developer and designer who can give you insights into what works and what doesn’t in the industry. Think of them as a resource for your business!


    • It’s costly: Building a professional website can be expensive, requiring a significant investment of time and money, especially for complex designs or customized features. For most agents, that budget is better off being spent on marketing campaigns that can result in more immediate ROI.
    • It needs ongoing maintenance: Maintaining a website requires ongoing effort, including regular updates to ensure security, fix bugs, and add new features, which can be time-consuming and costly.
    • You have to have technical knowledge: Designing and maintaining a website can be challenging if you do not have the technical knowledge or expertise, requiring you to hire a developer or learn new skills yourself.

    insurance agent websites - pros and cons of turn-key website solutions

    Pros & Cons - Insurance Agent Website Templates



    • The cost is lower: One of the most significant advantages of using an insurance agent website template is its lower cost. Compared to designing a website from scratch, using a pre-built template can be much more affordable. 
    • There are no set-up fees: Many insurance agent website templates do not come with any set-up fees. This means you can get your website up and running quickly without having to worry about any additional expenses.
    • It’s easy to use: Most website templates are designed to be user-friendly and easy to customize. Even if you don't have any experience with website design, you can easily make changes to the template's layout, color scheme, and content to fit your brand's image and messaging.
    • It has completed SEO: Another advantage of using an insurance agent website template is that many of them come with built-in search engine optimization (SEO) features. This means that your website will be designed to rank well on search engines like Google, making it easier for potential clients to find you online. Please note, this means your website is built with on-page SEO best practices. It does not mean you have an active SEO campaign.
    • It has a quick turnaround: With a pre-built insurance agent website template, you can have your website up and running in a matter of days, rather than weeks or months. This can be particularly beneficial if you're looking to launch your business quickly or if you need to make updates to your existing website quickly. 

    Fun Fact: With us, you can get your website up and running in only 2-5 days!


    • Involvement: You’re not as involved with the design process as you’re receiving a turnkey solution.

    Ready to stop waiting for the “right moment”, and finally start on the insurance website you’ve always wanted? Our team of experienced designers is on standby to make you a site that’s not only designed beautifully but performs.

    6 Considerations for Insurance Agents When Selecting a Website Template

    So, let’s say we’ve convinced you to take the template route. 

    Did you know that 94% of users will leave a website simply because of low-quality design? This is why it’s important to consider the design of the layout of your website — before getting started.

    Here are some considerations for insurance agents when selecting an insurance agency website template:

    1. Professionalism: Your website should reflect the professional image of your business. It's important to choose a template design that is modern, clean, and visually appealing. This template should also be easy to navigate and provide visitors with a positive user experience.
    2. Responsive design: More and more people are accessing the internet on their mobile devices. A responsive website design ensures that your website looks and functions properly on all devices, including smartphones and tablets.
    3. Content management: Your website template should allow you to easily update and manage your content. This includes adding new pages, updating existing content, and uploading new images and videos. (Our templated insurance websites come with 13 pages of SEO-rich content AND 15 Pre-Loaded Blog Articles!)
    4. Social media integration: Social media can be a powerful marketing tool for insurance agents. Your website template should make it easy to integrate your social media profiles and share content with your followers.
    5. Lead generation: Your website should be designed to capture leads and encourage visitors to contact you. This includes prominently displaying your contact information, offering free resources or consultations, and including calls to action throughout your website.
    6. SSL Secured: You should work with a template that prioritizes security to protect your clients' sensitive information. This includes using secure hosting, SSL certificates, and other measures to protect against cyber threats. When you work with us on your insurance website, we include all of these things at no additional cost. 


    By considering these factors when selecting a template, you can create a website that effectively supports you and your insurance lead-generation efforts. 

    To learn more about the best practices for insurance agent websites, read our comprehensive guide today!

    Insurance Websites, Templates, and Designs


    Choosing the right website template for your insurance business can be a challenging task. With numerous options available in the market, it can be overwhelming to decide which one is best suited for your unique needs. However, by following a few simple tips, you can make the selection process easier.

    Among the most popular options for insurance agents are WordPress, Weebly, and GoDaddy. These website builders offer a user-friendly interface and drag-and-drop templates that simplify the website development process, even for those without a technical background. Let’s look at all three. 

    WordPress vs. Weebly vs. GoDaddy

    WordPress for insurance agencies


    WordPress is a popular choice due to its robust features and scalability. 

    It's an open-source platform that allows users to customize their websites with various plugins and themes. Additionally, it offers an SEO-friendly structure, making it easier to rank higher on search engines.

    weebly for insurance agencies


    Weebly is another popular choice known for its intuitive drag-and-drop interface, which makes it easy to create a professional-looking website in no time. It also offers a range of responsive templates, suitable for various types of insurance businesses.

    GoDaddy for insurance agencies


    GoDaddy, on the other hand, offers a comprehensive website builder with customizable templates, designed specifically for small businesses. It also provides 24/7 customer support to help users with any technical issues they might encounter.

    Keywave Digital websites for insurance agents and agencies

    Why Keywave Digital for Insurance Websites

    When it comes to creating a website for your insurance agency, it's important to choose a platform that caters specifically to your needs. While popular options like WordPress, Weebly, and GoDaddy are easy to use and can get your site up and running quickly, they are NOT tailored specifically to insurance agents.

    At KeyWave Digital, we understand the unique challenges that insurance agents face when it comes to building an online presence. That's why we have developed a range of "made for insurance agents" website templates that are designed with the everyday insurance agent in mind.

    Our templates come equipped with all the tools you need to generate leads, track analytics, and create high-quality content that engages your audience. We understand that affordability and ease of use are critical factors for agents looking to scale their business, which is why our sites are both affordable and easy to use.

    What is the Cost to Build an Insurance Website? 

    There are several fees associated with building an insurance agent website, including set-up fees, design, domain name, SSL certificate, template, and the hosting platform. 

    According to Forbes, here is an in-depth breakdown of the average costs to build a website: 

    • Domain Name: $0 to $20 per year
    • Web Hosting: $30 to $500 per year
    • Theme or Template: $0 to $100 (one-time fee)
    • Professional Web Design: $100 to $5,000-plus
    • DIY Website Builder: $100 to $400 per year
    • SSL Certificate: $0 to $249 per year

    Of course, this is a generic itemization, but to simplify things, our team at Keywave Digital charges a low cost of $97/month to give you a beautiful insurance agent website that comes preloaded with 15 blog articles, 13 website pages, and all the tools you need to succeed in this ever-evolving field. 

    Here is our transparent breakdown: 

    Keywave Digital's best pricing for insurance agent website design

    Now that we’ve talked about all things insurance agency websites, templates, and designs, how can you drive traffic to your new insurance website? 

    How to Drive Traffic to Your Insurance Agent Website

    How to Drive Traffic to Your Insurance Agent Website


    Although gaining website traffic isn’t rocket science, it still takes strategy and time to see success. (It doesn’t magically just happen.) 


    There are many ways to do this including SEO, paid advertising, social media marketing, email marketing, content marketing, and in-person events. That’s just scratching the surface!

    It’s no secret that there are many means to get visitors to click on your site, but we want to specifically talk about organic and paid traffic. Here are some tips to maximize the reach and impact of your website content:


    1. Optimize your Website: Use relevant keywords in your website content, meta tags, and URLs to improve your website's visibility in search engine results pages. (We call this SEO.)
    2. Launch PPC Advertising: Create targeted ads on search engines and social media platforms to drive traffic to your website.
    3. Build a Social Media Presence: Share your website content on social media platforms to attract visitors and engage with potential customers.
    4. Use Email Marketing: Build an email list and send out newsletters and promotional emails to keep potential customers engaged and interested in your services.

    Knowing how to promote your insurance agent website in 2024 will drive more leads and beat the competition.

    How to Convert Traffic on Your Insurance Agent Website

    As an insurance company, driving traffic to your website is an essential component of your lead generation efforts. But, traffic alone isn't enough; you also need to convert those visitors into customers.

    Here, we will discuss some top tips to improve website conversions and guide users to make a conversion.

    • Create a Clear Call-to-Action (CTA)

    One of the most important aspects of improving website conversions is to have a clear and prominent call-to-action (CTA) on your site. 

    Your CTA should be easy to find and clearly communicate the action you want the user to take, such as "Get a Quote" or "Request a Callback."


    • Use High-Quality Visuals

    Visuals are a powerful tool for capturing and retaining a user's attention. 

    By incorporating high-quality images and videos on your website, you can make your site more engaging and increase the likelihood of a conversion. Use visuals that are relevant to your insurance offerings and convey your message effectively.


    • Optimize Your Website for Speed

    Slow load times can significantly impact your website's conversion rate. In fact, studies have shown that even a one-second delay in page load times can result in a 7% reduction in conversions. Make sure to optimize your website for speed to ensure a smooth and fast user experience.


    • Implement Lead Magnets

    A lead magnet is a valuable piece of content that is offered to visitors in exchange for their contact information, such as their email addresses. 

    By providing visitors with something of value, like an eBook or a guide on insurance, you can capture their interest and begin building a relationship with them. 

    Once you have their contact information, you can then follow up with them via email, providing them with more information about your services and how you can help them.  We call this the inbound marketing methodology for insurance agents. But, that’s a topic for another day. 


    • Simplify Your Forms

    For visitors to access your gated lead magnet, they will need to fill out the form with their contact information. Complex forms can be overwhelming for users, leading to high bounce rates and abandoned conversions. 

    Simplify your forms by only asking for necessary information and breaking them down into smaller sections. This will make it easier for users to complete the form and increase your conversion rate.


    • Use Social Proof

    As mentioned before, social proof is a psychological phenomenon where people are more likely to take action if they see others doing it. 

    Incorporate social proof on your website by showcasing customer reviews, ratings, and testimonials. This will help build trust with potential customers and increase the likelihood of a conversion.


    • Personalize Your User Experience

    Personalization is another effective way to improve website conversions. 

    By using data such as a user's location or browsing history, you can personalize their experience and make it more relevant to their needs. For example, if a user is searching for Medicare insurance, show them Medicare insurance-specific content and CTAs.


    • Use a Chat Widget

    What is a chat widget? 

    A chat widget is a small pop-up window that appears on your site, allowing visitors to ask questions and engage in real-time conversations with you or your team. 

    By having a chat widget, you can instantly respond to customer inquiries and provide them with personalized guidance and recommendations. This not only helps to build trust with your customers but also increases the likelihood of converting them into paying clients. 


    • Create Educational Content

    Lastly, including educational insurance content on your website is essential if you want to encourage more conversions. 

    Customers want to make informed decisions when it comes to buying insurance and providing them with educational content can help them understand the benefits of the product, the different types of coverage available, and the process for making a claim. 

    All in all, improving website conversions is an essential component of successful lead generation for insurance companies. By implementing these top tips, you can guide users toward making a conversion and ultimately, increase your business's bottom line.


    Analyzing Website Conversions for Insurance Agents

    There are various tools and techniques for measuring website performance. At Keywave Digital, we empower insurance agents with easy-to-use tools that help them assess their website's performance. Our comprehensive suite of conversion analytics enables you to gain valuable insights into your website's overall effectiveness.

    Our preferred conversion analytics include:

    • Website Sessions: This metric indicates the number of users who have visited your website pages in a specific time frame, providing you with a snapshot of your website's overall performance.
    • Click-Through-Rate (CTR): This essential metric shows the percentage of users who clicked through to your desired action after visiting your site. By measuring CTR, you can determine which calls-to-action (CTAs) are most effective in driving engagement.
    • Traffic Sources: Our analytics tools provide you with detailed information on the sources of your website traffic, allowing you to optimize your site for each traffic source. You can track if your visitors are coming from email, paid ads, social media, or any other source, and you can focus your efforts on the most effective sources.
    • Bounce Rate: This metric shows the percentage of visitors who leave your site after landing on it without taking any further action. Bounce rate analytics can help you determine what parts of your website need improvement and optimization to reduce bounce rates.

    By using Keywave Digital's conversion analytics, you can easily identify the strengths and weaknesses of your website, which can help you optimize your site for better engagement, increased traffic, and ultimately more conversions.

    Insurance Agent Website Examples

    When it comes to designing an insurance website, there are many best practices to keep in mind. However, seeing real-life examples of insurance sites that work well can provide even more insight into what makes a website successful. 

    Here are three insurance website examples that stand out:

    example insurance agent website Lumico

    1. Lumico

    Lumico's website is a great example of how to grab a visitor's attention right from the start. Their hero image is attention-grabbing and perfectly complements their clear and concise hero text. The rest of the site is easy to navigate and uses simple design elements that are both modern and professional.

    example insurance agent website Insurance Jack

    2. Insurance Jack

    Insurance Jack's website is designed with the user in mind. They make it incredibly easy for visitors to find what they are looking for in just a few seconds. Their home page is designed to be easy to use and their fun and upbeat branding makes the site feel approachable and friendly.

    example insurance website AmSuisse

    3. AmSuisse

    AmSuisse's website is an excellent example of how to use white space effectively. Their site uses simple design elements, clear typography, and plenty of white space to make the site feel clean and professional. Additionally, their call to action is prominently placed in the right-hand corner, making it easy for visitors to take the next step.

    Overall, these insurance website examples showcase how different design elements can be used to create a successful website. Whether it's an attention-grabbing hero image, an easy-to-use home page, or effective use of white space, these sites provide a roadmap for designing a successful insurance website.

    Are You Ready to Build a Website for Insurance Agents?

    In conclusion, a well-designed insurance agent website is essential for building credibility, attracting new clients, and providing a positive user experience. 

    As we've discussed in this guide, there are several key considerations for insurance agents when designing their insurance broker websites. From mobile responsiveness to a simplified user interface, content management system, and beyond, there are many factors to take into account before starting your website journey.

    At Key Wave Digital, we streamline the design process for you. With our easy-to-use, affordable templates, you can stand out in a crowded marketplace and generate leads for your business in your sleep. 

    So if you're ready to take your insurance agent website seriously, explore our website design options today. Together, we can master your digital presence once and for all. 

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