The Site Slinger Blog

Web Development, Design, and everything PSD to HTML
By Jeremy H.

Developing an Insurance Agency Website: 5 Must-Have Pages to Include


Thinking about building a website for your insurance agency? Here’s a guide to the key pages you’ll need.

We can’t emphasize enough the importance of an online presence in today’s digital age for any business aiming to grow and, in many cases, even just to survive. Businesses across various sectors, including real estate agencies, legal firms, financial institutions, and others, need a website tailored to their specific industry requirements.

Insurance agencies are no exception. Having a website can greatly benefit them. The primary reason lies in the dramatic shift in consumers’ approach towards assessing products and services over the past few decades. Previously, most people would call or visit an insurance agency’s office for more information upon showing interest in their offerings.

Nowadays, the majority of potential clients turn to the Internet to understand what an insurance company offers. They browse through multiple websites to contrast policies, hunt for discounts, ask for a quote, or even make a purchase directly online. Hence, an insurance agency lacking an online presence is bound to lose a substantial portion of its clientele and revenue.

However, merely having a website for your insurance agency may not improve the situation. The contemporary insurance market is incredibly competitive, with companies constantly vying for a position to remain viable.

The number of insurance companies across the USA alone is currently estimated at almost 6,000. Given such fierce competition, going the extra mile to capture clients’ loyalty is necessary, and this includes your website.

When you opt to build an insurance website, you should aim to design and structure it in a way that attracts more visitors and elevates your agency above your competitors. The layout of your website is equally critical.

With over 15 years of experience building insurance websites, among other types, we could delve into discussing their user experience and functionality extensively. We’ll do that in a future post.

For now, we want to highlight the essential pages that every insurance website should incorporate. Let’s get started.

Key Webpages for Building an Insurance Website

Home Page: The Start of the User Journey


Your website’s landing page can be the first and possibly the final opportunity for effective lead generation. It should be engaging and packed with value to keep users interested. If not, there’s a chance they might leave your site quickly and not return.

The landing page of an insurance firm’s website should ideally have these main features:

  • A video introducing your team and company. Discuss your services, products, experience, accolades, successful case studies, and anything else that can build trust with potential insurance leads. A professionally produced video can significantly enhance your credibility.
  • A concise subscription form. Keep it simple with just the user’s first and last names and their email address.
  • An overview of your products. Visitors should get an idea of the services you offer and the types of policies you sell. Each product description should link to its respective Service or Product page for further details.
  • A link to the Resource Center – a page filled with useful insurance-related information for deeper understanding.
  • Links to your social media profiles.

About Us Page: Providing More Details about Your Insurance Firm


If users find your landing page intriguing enough to delve deeper into your site, they will likely visit the About Us page, a crucial component of any business website.

The About Us page is a great platform to showcase your company in a positive light. Don’t hold back. Highlight your accomplishments, awards, experience, strengths, and certifications. Featuring client testimonials here can also work well.

You’re not showing off, but rather demonstrating your expertise in your field. The page should also include a profile of each insurance agent in your company, along with high-quality, genuine photos to add a personal touch. Additionally, professional photos of your office and team can be highly beneficial.

In conclusion, the primary purpose of the About Us page is to solidify your reputation as a trustworthy provider of insurance products and services – a key reason for creating an insurance agent’s website.

Contact Us Page: Offer Multiple Channels for Communication


When developing an insurance website, it’s essential to include a Contact Us page that offers various means for clients to connect with you.

A standard practice when creating an insurance website is to prominently display the agency’s phone number and email address on every page. However, having a dedicated Contact Us page is equally important.

This page should list all possible modes of communication that your potential or existing clients can use, such as email addresses, phone numbers, physical location, and social media handles. Including a map pinpointing your office location can enhance the user experience.

Moreover, the Contact Us page should ideally contain a contact form for online quote requests or queries. Like the previously mentioned subscription form, the contact form should require minimal personal information. You can gather more specific details about your insurance leads when they’re prepared to negotiate a deal with you.

Services/Products Page: Highlight the Benefits of Your Offerings


When building an insurance website, ensure your product pages are brimming with value.

Every insurance agency will have this page on their site. It’s self-evident that this page should provide detailed descriptions of your services or products. Important features like coverage, discounts, validity terms, etc., should be listed here.

However, the key element here is to emphasize the benefits of your policies. Outline how a particular product can serve your clients’ needs. For instance, explain which policy is best suited for different demographics, such as elderly people or young couples, and justify why it’s their perfect match.

One more tip: try to steer clear of jargon or overly technical terms on your Services/Products pages. You wouldn’t want your insurance leads to need a dictionary just to understand your website, would you? Opt for simple, comprehensible language for your clients’ optimal convenience.

Blog: A (Somewhat) Effortless Strategy to Boost Organic Traffic Once Your Insurance Website is Up and Running


Consider incorporating a blog into your insurance website. We understand that every agent is swamped with their strenuous daily tasks. This could be one of the main explanations why many insurance websites often lack a blog.

Our perspective: this approach might not be entirely accurate. Sure, a blog may not be the top lead generation tool. However, it carries out several crucial roles that can offer significant value to your organization in the long haul:

  • It has the potential to draw new visitors with minimal investment on your end. This is achievable if you conduct some keyword research relevant to your field and weave them into your articles. Search engines like Google frequently crawl your blog for these keywords. If they deem your posts pertinent, your overall website will climb up in the search engine results pages.
  • Your articles will portray your insurance agency as authorities in your professional domain and navigate your visitors through their purchasing journey. You can create various post types aimed at consumers at every stage of the sales funnel, from those who are merely browsing and gathering information to those ready to buy a policy.

The most impressive aspect of a blog is that it only requires a small amount of time to craft posts. Once they’re live, you can sit back and unwind. Your blog will be silently operating in the background, generating more insurance leads with every new piece published online.

Naturally, regular updates to your blog are necessary. Otherwise, search engines might lose their fondness for you. The frequency of updating your blog is at your discretion.

Even if you do it biweekly, you’ll still keep the momentum going quite smoothly. Hence, it’s worth contemplating a dedicated blog page when designing an insurance website.

To Sum Up

As an insurance agency aiming to distinguish itself in a saturated market, mainlining a polished, user-friendly website is non-negotiable. Essential pages include an engaging Landing Page to capture potential leads and provide an overview of services, an About Us page that builds trust by showcasing your experience and credibility, and a Contact Us page that ensures accessibility of communication for your clients.

Additionally, your Services/Products page must be clear and customer-oriented, emphasizing the benefits of your offerings. Each page should serve a distinct purpose and collectively, they should provide a seamless, enriching user experience that sets your agency apart.

Remember, your website is a digital extension of your brand, and it should reflect your commitment to providing top-tier insurance services.

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