Close this search box.

12 Design Tips for Insurance Agency Websites

These days, people don’t always gravitate immediately to their phones to call various businesses for insurance quotes and pricing information. They often start their research by turning to the internet. Finding affordable insurance options, excellent coverage, and reliable customer service is possible without talking verbally to a single insurance agent.

If people find your website while searching for an insurance solution online, will they like what they see? Is essential information easy to find and understand? Is your site responsive, and does it include handy quote tools, contact forms, and chat options? If potential customers want to do their business online, you need to deliver to gain their business. 

We’re about to reveal some of our top design tips for insurance agency websites. Following them will help your business stand out, attract ideal customers, and offer superb customer experiences online.

Why Insurance Agency Websites Should Prioritize Good Design

Online shopping allows consumers to do as much research as they need to feel comfortable buying from a company. Visitors can read reviews about your insurance agency, see what types of resources you provide to prove you’re an expert in your space, and take the time to learn to trust you before pulling out their credit card. On many insurance-related websites, people can now get free quotes and all the information they need to make an informed decision to purchase from the best insurance agency for their needs.

96% of millennials (currently the largest cohort of consumers) research online before purchasing insurance. After researching online, almost two-thirds of these consumers will buy policies directly from an agent or company. However, their online experience is an essential part of their journey. By showing up as one of the best insurance solutions online, you can encourage people to call you directly to seal the deal.

Top Design Tips for Insurance Agency Websites

1. Make your website as fast as possible.

If your website is too slow, you could lose people instantly. Ideally, pages should load in two or three seconds tops. If it takes longer, some people will abandon your site – and likely run straight to a competitor. Mobile sites should load even faster: within 1-2 seconds

2. Make your website user friendly.

When someone lands on your insurance agency website, make sure they can find what they’re looking for quickly. Break up your site using headers, sections, and buttons that intuitively guide people to the right place. You can use graphics, photos, and color to help improve the user experience. Visual cues can help people find answers quickly and easily. 

Provide the most important information first – at the top of your homepage. This gives your current clients and prospective customers what they need immediately. Make important documents, forms, and tools easy to find. People shouldn’t have to poke around your website for several minutes to find what they need. Your contact info should always be readily available.

3. Use color strategically.

The colors you choose can affect website visitors not only visually but psychologically. Color can affect how people feel and what actions they take. Using color strategically throughout your site could guide visitors to specific pages and encourage sales. Studies suggest that consumers will make a subconscious judgment about a product within 90 seconds of viewing it, and up to 90% of their assessment is based solely on color.

4. Incorporate critical elements.

When planning your insurance agency website design, remember to include the basics as well as insurance-specific features:

  • Home page
  • About page
  • Contact page
  • Product and service pages
  • Quote tool
  • Links to social media channels
  • Contact forms
  • Reviews and testimonials
  • Blog (optional but highly encouraged)

5. Include a search bar.

Adding a search bar makes it easy for users to find anything they’re looking for immediately. This can help increase user satisfaction, which is crucial to winning new business and keeping current customers coming back for more. A search bar can also keep users on your website longer.

6. Incorporate a client portal.

Give your current customers an online portal they can log into and access their policy, coverage information, and other important documents using any device. This gives users the autonomy to self-service their policies. You could also provide exclusive resources and training through your client portal to further build trust and free up your customer service team (saving your business money).

7. Add CTAs strategically throughout your website.

CTAs, or calls to action, prompt users to take a specific action when they’re ready. CTAs can effectively drive conversions on your website. Maybe you offer a free quoting tool online, or you want users to fill out a form or call you directly for more information. 

Placing the proper CTAs throughout your website to strategically move people through the sales process can boost conversions and enhance customer satisfaction. Remember to choose colors that stand out and grab users’ attention for your CTAs.

8. Offer a live chat option.

Live chat gives users another option for contacting your agency. It can be faster than email (which often includes a 24-hour response time) and less frustrating than waiting on hold on the phone. With an online chat option, you can instantly assist your customers with automated replies or an actual insurance agent. Live chat can also decrease customer service costs by lowering phone call demand. Customers like using this feature to troubleshoot, get quick updates, and connect with a friendly agent.

9. Create an online shopping experience.

People should be able to purchase life, health, auto, home, or whatever other types of insurance you offer – straight from your website. Many customers will likely pick up the phone to call you before purchasing. But remember, they’ll most likely do their research online first. 

Not everyone picks up the phone for insurance purchases, either. A 2021 study found that 32-33% of respondents would probably or definitely purchase car or home insurance entirely online.

10. Personalize your website.

Adding client testimonials and team bios are great ways to personalize your website and make it unique and memorable. These elements also build trust by humanizing your agency and creating instant connections with users. 

11. Be accessible across multiple channels.

Customers today want answers quickly and want to communicate through their preferred channels. Taking a multichannel approach is a smart move for insurance agencies. You can offer your products and services through physical and digital channels, such as your website, a mobile app, and direct mail. Being active on the social media platforms where your customers spend the most time can further humanize your brand and incorporate fun, humorous, valuable, and educational content and resources.

12. Incorporate mixed media.

Insurance agency websites should incorporate various visual and audio elements to stand out from competitors. Maybe you have a video library on a page of your site where different insurance agents answer frequently asked questions. Wyzowl found that 86% of businesses use video as a marketing tool, and 92% of marketers value video as an essential part of their marketing strategy.

Another option is starting an insurance-related podcast where you discuss current events, trends, and industry insights. Infographics can also be great tools to break down complex topics for people via compelling visuals.

Other Important Design Tips

Here are several other essential design elements and best practices insurance agency websites should incorporate to attract interested leads and convert them into loyal customers:

  • Client testimonials
  • Search engine optimization
  • Simple navigation
  • Responsive design
  • A focus on user experience (UX) design
  • A clear core message that sets your business apart
  • Buyer’s journey/built to convert
  • Quoting tools
  • Easily accessible contact options
  • Simple, modern design

Cutting-Edge Design for Insurance Agency Websites

Is it time to redesign your insurance website? Whether your online presence needs a complete overhaul or minor updates to bring it up to speed with the latest insurance technology and cutting-edge design elements, Port & Starboard can help. We offer web design and hosting services and specialize in designing insurance agency websites. Contact us to transform your website into a responsive, intuitive, and robust platform for current and future customers.


Alyssa Strackbein

Alyssa is an out-of-the-box thinker who uses a creative yet methodical approach at reaching the goals of the client. She has a background in customer service, marketing, graphic design, membership management, and a whole array of random skills that might come in handy one day. She is an integrator and amplifier of content strategy and creation across the digital marketplace. Her expertise is everything WordPress related, digital content creation, and social media management.

Browse By

Browse By Category //


Newest Posts