What an insurance agent website needs: pages, words and photos

An insurance agent's website serves two kinds of visitors: people shopping for coverage, and existing clients who need something done. The core pages are the kinds of insurance you write, who you are and your license, a quote request, a service page for current clients, help with claims, and your office and contact details. Keep the words plain and local, and make every request easy to send from a phone.

Two audiences, two jobs

Shoppers just bought a house, a car or a business, or their renewal price jumped. They want to know whether you write their kind of coverage, whether you are local and licensed, and how to get a quote without a long sales call.

Clients want to add a teenage driver, print an ID card, get a certificate of insurance for a job site, change a mortgage company, or report a claim. Most of them would rather not wait on hold.

Your home page should serve both from the first screen: a line saying what you insure and where, a "Get a quote" button, a "Current clients" button, and your phone number as a tappable link.

The pages an insurance agency site needs

Home

Your agency name, your town, and one sentence on what you insure: "Home, auto and small business insurance for families and businesses in Springfield and Greene County." A photo of you or your team in or outside your real office. A short welcome. Two or three reviews from real clients, used with permission.

Coverage

One page, or a page per line if you write many: auto, home, renters, condo, umbrella, flood, life, business. For each, a few sentences on what it is for and who usually needs it. The companion guide on lines of coverage and quotes covers how to describe each line, which carriers to mention and how to build quote forms.

About and licensing

Include:

• Your name, photo, how long you have been an agent, and the communities you serve.
• That you are licensed in your state, and which other states, if any. Some agents list their National Producer Number so clients can check their license with the state insurance department.
• Whether you are an independent agent working with several insurance companies, or a captive agent representing one. Explain what that means for the client in a sentence.
• Professional designations you hold, written out: Certified Insurance Counselor (CIC), Chartered Property Casualty Underwriter (CPCU), Chartered Life Underwriter (CLU), and so on.
• Your team, each with a photo, a role and what they help with.

Client service

This page saves your staff more time than any other. List the common requests with a short form or instructions for each:

• Add or remove a vehicle or driver
• Request an ID card
• Request a certificate of insurance, with fields for the certificate holder's name and address
• Change a mortgage company or lienholder
• Update an address
• Ask about a bill or payment
• Ask about a renewal

For each, say what you need from the client and how fast you usually respond. If clients can manage some of this in the insurance company's own app or portal, link to the right page and say so.

Claims

When something goes wrong, clients often search for their agent first. Give them:

• What to do right away: make sure everyone is safe, call the police if needed, take photos, and prevent further damage where it is safe.
• The 24-hour claims phone numbers of the carriers you represent, in a simple list.
• When to call you, and how you help during a claim.

This page is a real kindness to clients on a bad day, and it shows shoppers that you will be there after the sale.

Office and contact

Address, hours, parking, phone, email and a short contact form. If you speak other languages, say so here and on the home page.

Photos that work

• You and your team in your actual office.
• Your office front, so clients find you.
• You at a local event, a sponsorship or a community activity, if you have them.

Skip stock photos of smiling families on a beach, cupped hands holding a paper house, or umbrellas. They are on every insurance site and tell clients nothing about you.

What to leave off

• Rate promises. "Save hundreds" or "lowest rates guaranteed" set expectations you cannot control, and state insurance rules and your carriers' guidelines often restrict such claims. If you are unsure what is allowed, check with your carriers' marketing guidelines or your state insurance department.
• Carrier logos you are not appointed with, or used without permission. Most carriers have rules on how agents use their names and logos.
• Long articles on insurance law or policy language. Short answers to the questions clients ask you weekly are more useful.
• Old staff and outdated hours.
• A chat bot that cannot answer insurance questions. A form that reaches a person is better.

If you sell Medicare or health plans, the marketing rules are stricter, with required disclaimers and limits on what you can say. Ask your compliance contact before publishing.

Quotes without a long sales call

Shoppers want a quote without a long call, and many will not fill in a twenty-field form on a phone. Keep the first step short:

• Name, phone, email, ZIP code.
• Which coverage they want.
• When their current policy renews.
• A box to upload their current declarations page, if they have one. It gives you most of the details you need.
• How they prefer to be contacted.

Then say what happens next and how long it takes: "We will call within one business day to ask a few questions, then shop your coverage with our companies. Most quotes are ready in two or three days."

Put your phone number as a tappable link at the top of every page, and make sure form messages reach someone every business day. Contact forms that people actually fill in has more on keeping forms short.

Local presence matters

Clients who choose a local agent want someone they could visit. Show it: your office photo, your town on every page, community involvement, your Google reviews. Keep your agency's name, address and phone exactly the same on your website and on your Google Business Profile; why name, address and phone must match everywhere explains why it matters.

What to do this week

• Put "Get a quote", "Current clients" and your phone number on the first screen of your home page.
• Build a client service page with short forms for the five most common requests.
• Add a claims page with carrier claim numbers.
• Replace stock photos with pictures of your office and team.
• Remove any rate promise and check every carrier logo you show.

If your current agency site is dated or hard to use on a phone, you can see it rebuilt first and decide with the result in front of you.