11 Web Design Tips for Insurance Agents


A professional website is critical to your success as an insurance agent. It helps you build trust and credibility, enhances credibility, and complements your insurance agency’s other marketing strategies. Read on for 11 web design tips for insurance agents to help your firm stand out, attract quality clients, and provide excellent customer experience.

1. Make your site as fast as possible

If your website takes too long to load, you will likely lose potential clients to your competition. The ideal page loading time is one to two seconds. If your website loads longer than this, prospects will abandon your site. Below are ways to make your website as fast as possible:

  • Invest in a performance-optimized hosting service: Your hosting provider plays a vital role in your insurance agency’s website performance, including speed. A performance-based hosting solution doesn’t usually provide shared hosting, meaning you don’t have to bother about other sites draining your resource pool
  • Optimize images: Unlike CSS and HTML files, image files usually take longer to load because they’re larger in size. You can optimize your images by compressing image files and reducing their dimensions and resolution to lower load time
  • Reduce redirects: Each time a page redirects elsewhere, it leads to prolonged HTTP requests and response processes. This means having many redirects on your site can hurt your loading times. Removing unnecessary redirects and ensuring your TLD (top-level domain) resolves with utmost a single redirect can help reduce page loading times
  • Eliminate unnecessary plugins: Excess plugins on your insurance website lead to unwarranted bloat, slowing it down. Deleting or disabling the plugins you don’t need or use can help boost your website speed
  • Cache your website pages: Caching keeps copies of your website files, reducing the work a server needs to generate and avail a website page to a user’s browser. This effectively speeds up your website pages

2. Implement an SEO strategy

One of the most significant tips in our website guide for insurance agencies is implementing an SEO strategy. Most clients seeking insurance agent services do not go beyond the first search engine results page. This means your site needs to appear on this page to attract traffic.

By leveraging search engine optimization (SEO), you will help bots rank your content correctly, enabling search engines like Google and Bing to show your site to prospective clients. The following are SEO best practices:

  • Optimize keywords: Optimizing your keywords ensures the keywords you pick effectively drive the right traffic to your insurance website and rank it high enough for your prospects to find it easily
  • Cultivate backlinks: Backlinks are links from other sites. Search engines consider them a sign that your content is quite valuable. The more top-quality sites link back to your website, the better. Guest blogging, building useful free tools, and publishing step-by-step guides can help you get quality backlinks
  • Invest in SEO software: It’s an online platform that enables you to track, organize, and evaluate data relating to your performance in Google and other search engines. It measures how well your website is optimized for SEO based on several ranking factors and how well the site ranks for designated keyword allotment

3. Ensure easy navigation

Building a website with outstanding features, such as attention-grabbing graphics, is ideal. However, if clients cannot quickly find what they need once they log in to your website, your website’s cutting-edge components will not matter, and they will abandon your site for your competitors.

For this reason, ensure your site loads quickly. It should also provide answers to customer queries promptly. You could even leverage messaging and graphics to guide potential customers to the solutions they seek. Other ways to improve navigation include:

  • Adding a search bar: It helps website visitors find what they want quickly
  • Developing content hierarchy: Organizing your web pages into categories and subcategories to make it easier for search engines and users to understand your website content
  • Using a sitemap: Sitemaps are files that list the pages on your site. They make it easier for search engines to understand your site’s structure and to find the new pages therein

4. Ensure your site is mobile-friendly

Most people today use mobile devices like tablets and smartphones to browse the internet. If your website is solely designed for desktops, you will likely lose most of the traffic from mobile devices. For this reason, create a mobile-friendly website to increase traffic, as users can access your insurance agency’s site via multiple platforms. Building a responsive site can also improve your agency’s ranking. This is because search engines like Google use mobile-first indexing to rank content.

5. Highlight the key message

You do not have to include everything your insurance agent offers on the homepage. Instead, highlight the core message (how you solve customer problems) on your website’s main service page and homepage to enable your clients to understand your offering. You could then cover issues and topics your potential clients may be interested in on other website pages.

6. Include testimonials and reviews

An effective way to build trust and credibility and boost your insurance agent’s reputation is by adding positive reviews and testimonials from existing clients to your website. Most potential clients trust the opinions of others before making a buying decision, so displaying reviews and testimonials on your site can help convert leads into paying clients.

7. Ensure a user-friendly website

A user-friendly site makes it easier for users to quickly find whatever they’re looking for. If your insurance agency’s website is hard to use, visitors will likely abandon it, leading to a higher bounce rate. Enhancing your website’s usability comes with multiple benefits, including:

  • Better SEO: Website user-friendliness is one of the SEO elements that search engines like Google emphasize. Improving your site’s usability is vital for visibility in SERPs
  • Improved credibility and brand perception: User-friendliness significantly influences how prospects perceive your brand plus its credibility. A user-friendly website demonstrates that your brand cares about customer needs and is focused on providing a good experience. It creates a positive first impression on users while establishing a sense of credibility and trust
  • Better user experience: Every website user wants a smooth, enjoyable, and intuitive experience, which a user-friendly insurance agency site can help you deliver
  • Higher engagement and conversion rates: A user-friendly site increases engagement by enabling users to find whatever they’re looking for easily, maintaining interest in your content, and motivating them to take action. This boosts conversion rates and, ultimately, sales

To make your website user-friendly, consider:

  • Using clear and concise text
  • Making it simple to navigate
  • Ensuring its visually appealing
  • Keeping the web design simple
  • Ensuring a responsive site

8. Personalize your website

Website personalization means customizing the online experience for your site’s individual users depending on their behavior and preferences. This may include:

  • Displaying customized product recommendations
  • Personalized design elements and layouts
  • Tailored content and more

Website personalization aims to deliver more enjoyable and relevant user experiences by providing users with what will likely interest them. Although insurance agents can implement personalization in various ways, it commonly involves using technology and data.

For instance, you, the insurance agent, can use information on a user’s purchase history, search queries, and browsing history to discover their preferences and interests and then use these findings to personalize their website experience. Personalizing your insurance agency website comes with several rewards, including:

  • More conversions and sales: Presenting website users with product recommendations and content relevant to their unique interests increases the likelihood of them making a purchase, which can significantly boost revenue
  • Increased loyalty: Providing more personalized website experiences results in insurance agents forming stronger relationships with clients and other website users, which can keep them returning for more
  • Enhanced marketing efforts: Website personalization offers valuable insights into user behavior. Tracking customer behavior and studying data can help insurance agents gain a good understanding of what their website users want. With this information, they can ensure more informed marketing strategies

9. Create a responsive web design

A responsive web design adapts to a visitor’s device. Its purpose is to retain the site’s appearance and optimal usability no matter the device used to access it. A responsive web design addresses customer needs and requirements by adapting to various screen sizes, platforms, and layouts.

Besides enhancing user experience, a responsive web design can help insurance agents gain a competitive edge. Search engines prefer responsive websites. A responsive website design can help ensure your insurance agency’s site ranks high in SERPs. To make your website responsive, consider:

  • Using media queries: They’ll help you define various breakpoints for your site. Breakpoints usually allow you to specify various CSS features to use depending on a user’s screen size
  • Utilizing flexible layouts: Create your layouts in a manner that they aren’t clogged up and don’t seem disorganized for primary screen sizes like desktop, tablet, and mobile. This can easily be achieved by using CSS properties such as Grid
  • Using flexible units: Opt for units that automatically resize or expand based on the content it has or on screen size
  • Making images responsive: Responsive images function well on devices with broadly varying features like resolutions and screen sizes. You can use Scalable Vector Graphics (SVG) to ensure image responsiveness

10. Add a search bar

The search function is vital in enhancing user experience, with statistics suggesting that those who use this feature are two to three times more likely to convert. Without a search bar, users have a hard time looking for what they want on your insurance agency website. This can be quite frustrating and can cause users to abandon your site. A search function is a valuable design technique that enables users to find what they’re looking for quickly. Adding a search bar to your site comes with multiple benefits, including:

  • Understanding what users want from you: A search bar enables you to determine what visitors expect to find on your site. With this knowledge, you can provide users with what they want so they can keep coming back
  • Letting users find information sooner: With search functionality, users can find anything they want quickly, no matter how big your site is
  • Meeting user expectations: Website users expect your insurance agency website to have a search function. Without this feature, they’ll leave your site and go to your competitors
  • Improving navigation and the time users spend on your site: A search bar makes it easier for users to explore your entire website. The more the site is easier to use, the more visitors will stay

To make the most of your search bar, ensure it’s more efficient. You can achieve this by ensuring it is prominently positioned and easily recognizable. The placement should be consistent with where site visitors expect to find it.

11. Include clear CTAs

CTAs (calls-to-action) are meant to trigger users to take specific action, which can be:

  • Filling out a form
  • Downloading something
  • Visiting other pages on your website
  • Making a purchase

These features are vital for your insurance agency web design as they help direct users towards a desired outcome while keeping them moving in the conversion funnel. A clear CTA is key to driving conversions. Failure to direct site visitors on the path to follow can lead to them leaving without doing what you expect them to. With a clear and compelling CTA, insurance agents can:

  • Boost conversions
  • Provide a better user experience
  • Enhance ROI
  • Raise brand awareness
  • Gain valuable insights and data

If you’re looking to design high-converting CTAs, consider:

  • Keeping it clear and simple: The best CTA should clearly communicate your desired outcome. It should also be concise
  • Making it visually appealing: To attract the attention of website users, ensure your CTA stands out and is captivating. You can use design elements like bold text and contrasting colors to achieve this
  • Ensuring the CTA is prominently positioned: Placing your CTA in a prominent area on a page makes it easy to spot
  • Including urgency in your messaging: This will encourage visitors to take the desired action sooner


Building an effective website makes it more straightforward for clients to find you online. Make your site as fast as possible, improve navigation, leverage SEO, and include testimonials to create a professional insurance agent website.

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