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Building an Insurance Website: 5 Essential Pages to Include

Planning on creating an insurance website? Break it up into these pages  In this post, we talk about the essential  pages that every insurance agency website should have. We discuss their purposes and give advice on their basic elements and content.  We never get tired of reiterating that online presence, nowadays, is a must for […]


Planning on creating an insurance website? Break it up into these pages 

In this post, we talk about the essential  pages that every insurance agency website should have. We discuss their purposes and give advice on their basic elements and content. 

We never get tired of reiterating that online presence, nowadays, is a must for every business that wants to develop and, in many cases, survive. Real estate agencies, law firms, financial organizations, and other types of businesses need a website that takes the specifics of their industry into account.

Insurance agents are no different in this respect. They can benefit from having a website, too. The primary reason is that consumers’ approach to evaluating products and services has changed drastically over the past couple of decades. In the past, the first thing most of them did when they got interested in what an insurance agency had to offer was call the office or visit it in person for more information.

These days, the majority of potential clients go online to get familiar with what an insurer provides. They visit multiple websites to compare policies, search for discounts, request a quote, or make a purchase right over the Internet. This means that an insurance agency without an online presence is destined to lose a sizable part of its client base and revenue.

However, simply creating an insurance website may not change the situation for the better. The present-day insurance market has hardly any breathing room, with companies relentlessly jockeying for position in order to stay afloat.

As Statista reports, there were 773 life insurance companies alone in the United States as recently as 2018. It’s safe to assume that this number has significantly increased since then. Considering such a cut-throat rivalry, an extra effort is required to win over clients’ hearts. This concerns websites as well.

When you decide to create an insurance website, you should strive to make it look and operate in a way that will bring you more visitors and put your agency above other companies in your business niche. The structure of your website is also of paramount importance.

With 15+ years of experience in building insurance websites, along with other types of sites, we could discuss their UX and functionality at length, and we will do so in one of our later posts. Today, though, we would like to bring your attention to the main pages that every insurance website should include. Let’s get going.

The Principal Pages to Include When Creating an Insurance Website

Home Page: Where the Journey Begins

The home page of your insurance website should have certain elements such as a video

Here’s the truth: the homepage of  your website can be your first and, at the same time, last chance for decent lead generation. Make it as attractive and value-packed as possible. If you don’t, your users will hardly want to stay on your site for long and are unlikely to return to it in the future.

Ideally, the home page of an insurance agency website should feature these key elements:

  • A video telling visitors about your team and your company. Here, you should touch upon your services, products, experience, awards, successful use cases, and other things that may instill trust in your potential insurance leads. A professionally shot video has a higher chance of convincing your audience that they’re dealing with reliable insurance agents.
  • A short subscription form. Avoid including too many fields in it. All you need at this stage is a consumer’s first and last names plus their email address.
  • A general description of your products. Your visitors should be able to have an idea of what services you provide and what types of policies you sell. Each description should contain a link to the corresponding Service or Product page with the rest of the details.
  • A link to the Knowledge Center — a page with insurance-related information that your visitors can use to have a deeper understanding of the relevant matters.
  • Links to your social media accounts.

About Us Page: Give Your Visitors More Information about Your Insurance Agency 

When you build an insurance website, include the About Us page

If consumers have found your homepage interesting enough and decided to explore your online resource further, they might want to read the About Us page, another indispensable part of every business website.

The About Us page is a good opportunity to present yourself to your audience in the best light. There’s no need to be modest. Write about your achievements, awards, experience, strengths, and certifications. If you have testimonials from your clients, it’s a good idea to showcase them here as well.

No, you’re not bragging. You’re just proving a point: you’re a true expert in your field. The page should also include a profile of every insurance agent your company employs, accompanied by high-quality, authentic photos to add a personal touch to your business. In addition, professionally made images of your office and the entire team will do you a world of good.

To sum up, the overarching goal of the About Us page is to establish your reputation as a reliable provider of insurance products and services — one of the key reasons to build a website for insurance agents.

Contact Us Page: Provide Several Ways to Connect with You

When building an insurance website, make a Contact Us page with multiple ways to get in touch with you

Of course, a rule of thumb when building an insurance website is to display the agency’s phone number and email address in the upper portion of each page. That being said, the Contact Us page is necessary as well.

Here, you can enlist all contact methods that your clients or leads can use to get in touch with you, including your email address(es), phone number, physical address, and social media accounts. In addition, a map with your office clearly labeled on it is a helpful feature from a UX perspective.

Finally, the Contact Us page should, naturally, include a contact form for requesting a quote or asking clarifying questions online. As is the case with the subscription form we’ve mentioned above, a contact form should ask visitors for a bare minimum of personal info. You will be able to find out more details about your insurance leads once they are ready to strike a deal with you.

Services/Products Page: Talk About the Value Your Products or Services Bring

When you create an insurance website, make your products pages value-packed

This is a page every agency will include when creating an insurance website. It goes without saying: you need to describe your products or services in detail here. Coverage, discounts, terms of validity, and other features are important and should be listed.

What is really crucial, though, is mentioning the value that your policies bring. Write about how clients can benefit from a specific product in the first place. For example, this site explains which product is ideal for which category of consumers, such as seniors or young couples, and why it’s the best fit for them.

Another piece of advice: try to avoid complex, overly professional terms on your Products/Services pages. You wouldn’t want your insurance leads to read your website with a dictionary on the desk, would you? Use simple, easy-to-understand language for your clients’ maximum convenience.

Blog: A (Relatively) Passive Method to Increase Organic Traffic After You Build Your Insurance Website 

When you build an insurance website, consider having a blog

Every agent is very busy with their demanding day-to-day work. We get it. Perhaps this is one of the main reasons why so many insurance websites don’t feature a blog.

Our opinion: this is not quite right. Of course, a blog is not the number one lead generation medium. Nevertheless, it performs several important functions that can bring a lot of value to your company in the long run:

  • It can attract new visitors with almost no investments on your part. This will happen if you do some research on relevant keywords and include them in your posts. Google and the like will frequently scan your blog for these search terms. If they find your posts relevant enough, your entire website will rank higher in search engine result pages.
  • Your posts will present your insurance agency as experts in your professional field and guide your visitors in their buyer’s journey. You can publish different types of posts targeted at consumers at all the stages of the sales funnel, from those who are just looking around and gathering information to those who are ready to purchase a policy.

The greatest thing about a blog is that it only requires a bit of time to write posts. Once you’ve published them, you can sit back and relax. Your blog will be working for you in the background, bringing you more insurance leads with every new article that appears online.

Of course, you need to add new blog posts on a regular basis. Otherwise, search engines may fall out of love with you. How often you need to refresh your blog is up to you. Even if you do that once every few weeks, though, you will keep the ball rolling quite nicely. So, do consider having a separate blog page when creating an insurance website.


Every insurance agency needs a website for lead generation and conversions. Since the number of companies operating in this industry grows from year to year, you should strive to build an insurance website that is better than those of your competitors in all respects.

One of the first considerations to keep in mind is the structure of the website. There can be more pages than we’ve described in this post. However, the ones we’ve mentioned are the most common. Start with these and then add more if necessary.

In one of our future posts, we will talk about the best design practices to follow during insurance website development, such as colors, navigation, content, responsiveness, calls-to-action placement, and much more.

If you’ve already made up your mind to create an insurance website, you don’t have to wait. The GetDevDone WordPress development team is ready to take your ideas and turn them into a great-looking and fully functional website for your agency in the shortest time frame possible.

We are experts in WordPress development, UX and UI design, and all the principal web technologies to guarantee the highest quality of the end product. Contact us today. We’re always glad to help.