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, Author: Craig Fuher

5 Must-Haves on Insurance Websites for Agents

Have you looked at other insurance websites for agents? There are a lot of different types, formats, designs, and more. It’s hard to know what you need to have on your insurance agent website, what is nice to include, and what you should get rid of immediately. But before getting too focused on areas like web design or writing clever copy, it’s important to make sure that your insurance agent website is set up with some foundational elements.

Including specific elements on your website, such as the insurance services you provide and your contact information, may not seem groundbreaking, but they’re needed for a reason. If an insurance website for agents lacks certain core information, then you could end up frustrating, confusing or completely turning away prospects and customers.

In this article, we’ll dive into five must-haves on insurance websites for agents. We’ll also explore a few nice-to-haves to round out your website.

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#1 Insurance Products and Services

One of the most important components of insurance websites for agents is the explanation of your insurance products and services. Gill Andrews, a copywriter and web consultant, advises the importance of clearly stating what services you provide and who they’re for.

“The main goal of your product and service pages is to show your prospects that you are the right person to solve their problems,” says Andrews.

When it comes to insurance websites for agents, you need to make sure that prospects understand whether you can help them or not, taking into account that they may not be well-versed in insurance lines. 

So, instead of just stating that you’re a commercial insurance agent, for example, you may want to specify each of the policy lines that you provide and who you help. A small business owner might be looking for professional liability insurance, for example, but if they just see that you’re a commercial insurance agent with no other context, they might mistakenly assume that you only handle insurance for large commercial enterprises. 

Providing clarity about products and services on insurance websites for agents can also save time. For example, if you just list that you provide property & casualty insurance, without any context, you might get inquiries from individuals looking for homeowners insurance, thinking you can help with residential properties, yet you may only work with businesses. 

#2 Contact Information

Another must-have on insurance websites for agents is contact information. If prospects and customers don’t know how to get in touch with you, then you could be missing out on more business. 

In many cases, that means insurance agents should create a separate contact page, as well as perhaps including contact information in other areas of your website, such as the footer that runs across each page. That way, prospects and customers can easily figure out how to reach you, whether they want to know more about a specific policy, have questions about renewals, or anything else.

When it comes to putting your contact information on an insurance agent website, there are a few routes you can take. One option is to list details like your email address, phone number, office location and your standard business hours. Another option is to provide a contact form, which can keep your information more confidential until someone reaches out. If you do go with a contact form, try to make it convenient for visitors to fill out, rather than seeming like a barrier to getting in touch with you.

#3 Insurance Quoting Capabilities

An insurance agent website should ideally have insurance quoting capabilities too so that you can hook prospects right when they come to your site or allow existing customers to get quotes for new types of policies.

While adding quoting capabilities to an insurance website may seem like a big lift for agents at first glance, modern InsurTech tools like Wheelhouse make it easy, including on an independent insurance agent’s website. You don’t have to get involved with complicated coding but can instead simply give prospects and customers the option to obtain bindable quotes via a link.

Adding quoting capabilities to insurance websites for agents can improve the ROI of your other marketing efforts too. For example, if you spend time and money improving your website’s SEO, then you want to be able to get a return on that by enabling the visitors you draw in to become qualified leads. If they just visit your website and look at your products and services, you might not even know you have a new lead. But if they visit your website and then obtain a bindable quote, you can have a qualified lead or better yet a new customer. 

#4 Claims Information

Obtaining new customers via InsurTech tools like Wheelhouse can be valuable, but you don’t want to stop there. An insurance agent website should also be set up to accommodate existing customers so that you can retain clients long term. One aspect of this accommodation is to put claims information on your insurance agent website. Customers should be able to understand how they can submit a claim, and ideally they can even submit claims through your website.

An insurance website for agents should also make it clear how customers can receive claims payments, and the website can hopefully facilitate these transactions too. A survey by VPay, a claim payments platform, finds that 53% of consumers “would be willing to switch insurers to gain access to instant claim payment.” The survey finds that’s especially true for younger customers. 

#5 Payment Information

Similar to having claims information, insurance websites for agents should also ideally have information on how clients can make payments to insurers. Ideally, the website can be set up to accept payments too, so customers have the convenience of paying for their policies online.

“Premium payments are the most frequent interaction between customers and insurers. Being able to easily make payments is an increasingly important factor for insurance buyers,” notes CB Insights.

By being able to facilitate payments on an insurance agent’s website, that can give agents an opportunity to then engage customers further with other content on their websites. Over time, that can lead to stronger client relationships, which can yield benefits like more renewals and referrals. 

Nice-to-Haves on Insurance Agent Websites

In addition to the five areas mentioned above, which are some of the most important components of insurance websites for agents, you also may want to flesh out your website with some “nice-to-haves.” That way, you can engage prospects and customers more, while also having more content such as for SEO purposes. Some examples include:

Company Background

On your About page or similar section of your website, consider adding some background on your company. Explaining how your agency got started, bios of the people who work at your agency, your business values and other background information can help prospects and customers get to know your agency better, which may make them feel more comfortable working with you.


Another good section to add to an insurance agent website is a frequently asked questions (FAQs) area. If you notice that you get a lot of the same inquiries, such as about what certain services entail or what affects policy pricing, you could put those in your FAQs. You also might have similar information elsewhere on your site, such as in the areas where you describe your insurance products and services, but creating a separate FAQ section can help in terms of helping visitors easily navigate to the information they’re looking for.


Lastly, consider creating a blog on your insurance agent website. Doing so can be a great way to draw in more visitors to your website as a whole, such as by sharing your articles on social media and making them search engine friendly. Having a blog can also add value for existing customers, such as if you provide information that helps them reduce risk or manage their finances better.

Focus on the Basics

Your insurance agent website has plenty of room for customization but including these must-haves and ideally the nice-to-haves can help you set your insurance website up for success. Focusing on the basics can help you build a foundation that leads to a stronger insurance business overall, so keep these areas in mind when building out your website.