Insurance agencies
An agency website that competes on being local, not on price
You cannot outspend a national carrier's advertising and you should not try. What you have is that you are here, you answer, and you are not tied to one company. The website's job is to make those three things obvious in twenty seconds.
What an agency site has to establish
- The lines you actually write. Home, auto, flood, umbrella, commercial, workers' compensation, life. People search the line.
- That you are independent, and roughly which carriers you can place with, said in whatever way your appointments allow.
- Where you are. The town, on the page, with a phone number a person answers.
- What happens after a quote request, in plain terms — how you will contact them and what you will need.
- What to do at a claim, which is the moment your existing clients come to the website, and the moment most agency sites are useless.
The claims page is the retention page
Most agency websites are built entirely for acquisition and then abandoned by their own clients. But the one moment an existing policyholder visits your site is after something has gone wrong, and what they need is a phone number, the carrier's claim line, and an idea of what happens next. A page that handles that well is worth more to an agency than another quote form.
Quote forms, briefly
Ask for the least you can. A quote form with twenty-two fields is a form most people abandon; you do not need a full application to start a conversation. Name, contact, the line of coverage and the town is usually enough, and the rest belongs in the call.
One practical point specific to insurance: if you text clients back, a consent checkbox on the form is worth having, and we will build it in. That is a small thing that protects an agency in a state with an active telephone-solicitation statute.
What we build for an agency
- A page per line of coverage you write, in the words customers use.
- A claims page that is genuinely useful to somebody having a bad day.
InsuranceAgencystructured data with hours, phone, address and area served.- Real pages for the towns you serve, written about those towns.
- A short quote form that records the enquiry rather than only emailing it.
- No cookies and no third-party trackers, which on a site where people type personal details is a materially smaller thing to have to explain.
What it costs
$1,500 new, $1,800 rebuild, at the launch rate for our first five clients, then $79 a month.
- New site / rebuild
- $1,500 / $1,800 — launch rate
- Monthly
- $79
- Structured data type
- InsuranceAgency
- Quote form
- Short, recorded rather than only emailed, with a texting consent box
- Cookies and trackers
- None, so no consent banner
Tell us which lines you write and which towns you serve. That is enough to sketch the site and price it.
Insurance website questions
Can the site quote a policy?
No, and any agency site that appears to is either sending the visitor to a carrier's rater or misleading them. What a good agency site does is start the conversation quickly and set expectations about what happens next, which is a different and more honest job.
Should we name our carriers?
Where your appointments allow it, naming a few well-known ones is one of the strongest trust signals an independent agency has. We will use whatever wording your carrier agreements permit and nothing beyond it.
Our compliance people review marketing. Is that a problem?
No — it is normal and we work to it. You get the wording before anything is published, and changes afterwards are a small edit you request in your own words. Nothing goes live that you have not read.
Is a blog worth it for an agency?
Only if it is about your actual market. Generic articles about what a deductible is compete with every carrier's version of the same article. A page about flood coverage for a specific county, written by somebody who writes those policies, does not.