10 Insurance Agent Website Examples (With Best Practices)

10 Insurance Agent Website Examples (With Best Practices)

10 Insurance Agent Website Examples (With Best Practices)
Charles Munyi
Dec 1, 2022
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In this digital era, most customers' first contact with a business is through its website. An eye-catching website with fancy icons does not guarantee traffic or conversions. 

Instead, your website must support a seamless user experience. This article highlights best practices for insurance agent websites, including easy navigation and core messaging. 

Website Design Best Practices for Insurance Agents

Ranking at the top of search engines is not enough. When clients land on your website, you want them to get an answer for their search query. You want your clients to explore your pages to learn more about your brand. Keep these design elements in mind when building (or revamping) your insurance agency website.

1. Simplify Navigation

One of your site's goals is to help visitors find information quickly. An effective insurance website design provides a clear hierarchy of information. It should include a menu that directs to various pages on your website. 

Menu items should coordinate with the visitors’ needs. Avoid overwhelming the potential client with too many options by limiting the navigation bar to five or six items.

2. Add a Core Message

A core message is the main message on your homepage that outlines what your insurance business does and its core values. It should inform customers about your insurance products and the value they provide.

Stick to the key selling points. The core message should convey the problem you are solving for your visitors. Start by curating your core message towards a target market and use action words when possible.

For example, a core message like, “Insurance Savings for Small Businesses. Get Covered In Minutes” targets small business owners seeking cost savings. It also tells the visitor they can save time by getting an insurance quote in minutes.

3. Use Relevant Visuals

Visuals give context to your brand’s core message. Select relevant visuals that evoke emotion and illustrate your products and market. For instance, if you have a visual showing your target customers, it should represent diverse races, ages, and cultures.

Apart from images, you can incorporate animations, GIFs, and videos to captivate visitors. Videos can help visitors understand complex ideas or products. Add high-quality videos to reveal new information and to improve your brand’s perception. 

4. Consider CTA Placement

Calls to action (CTAs) encourage a visitor to take a particular action. For example, you may ask your visitors to sign up to get a quote or learn more about a specific insurance product.

Experts suggest placing CTAs at the top of a page or "above the fold," so visitors can see them without having to scroll. Use a visible color that contrasts the background to attract visitors’ attention. For instance, a blue CTA button on a white background.

5. Use a Responsive Design

Your visitors use different types of devices to access your website. Therefore, it’s imperative that your site can display on multiple platforms, including mobile phones and tablets.

Talk to your website manager about adding responsive breakpoints that adjust to the visitor’s screen size. Also, you’ll want to use a fluid grid design, allowing elements on your page to automatically resize.

6. Add Credibility

Creating a website with transparency and consistency improves the credibility of your business. You can add credibility to your website by showcasing your expertise and highlighting the people behind your agency.

A blog is an effective way to show your expertise in insurance and related topics. Visitors will feel confident they’re getting advice from an expert. An “About Us” page also highlights the real people working on your team. Be sure to add photos of your team and office. These tactics will establish a personal connection between visitors and your agency. 

7. Use Visual Hierarchy

Visual hierarchy is how a user consumes content in a design. You can use visual hierarchy in your web design to guide the order in which a visitor reads a page. That way, visitors spend more time consuming your content.

Size and contrast are two key elements of visual hierarchy. The larger an object, the more likely a visitor is to look at it first. Likewise, contrast can draw a visitor’s eyes to a specific section of your page.

8. Perform Search Engine Optimization (SEO)

SEO is the process of improving your website’s ranking in search engines like Google. It includes technical elements, such as organizing your web pages to make it easier for search engines to analyze your website. It also uses on-page optimizations, like adding search keywords to blog posts.

A key tenet of modern SEO best practices is to create the best website experience for a user. A well-optimized website is visually appealing and provides useful information.

Sites with good SEO rank higher in search engine results pages. Ranking on the first page of results means more users will visit your website.

9. Check Page Loading Speed

Page speed is an important aspect of SEO but also plays a role in the user experience of your site. If a website load slowly, users are more likely to leave before the site fully loads. A slow website can also make it difficult to use features, such as a self-service portal.

Pages that load quickly make it easier for users to navigate the site. They won’t feel frustrated, because they won’t have to wait to get the information they need.

10. Think About Color Scheme

A consistent color scheme helps visitors process the information on your website. You can use your color scheme to guide visitors to key content, making your site a valuable resource for visitors.

Your color scheme is also important for branding. Website visitors tend to remember colors. When they see your color scheme in a social media ad or marketing email, they’ll recognize your agency.

10 Insurance Agent Website Examples

Starting from scratch with website design isn’t always easy. So, we’ve compiled a few examples from the insurance industry to inspire you.

1. Biberk

Biberk insurance agent website example

Biberk's homepage offers simplistic navigation for visitors with a menu grouped by policyholder’s needs. Without scrolling, the customer can see the types of insurance available.

The core message "Small Business Insurance Made Simple" stands out at the center of the page. Also, the CTA is placed strategically below the main message, surrounded by plenty of whitespace.

2. Nationwide Pet Insurance

Nationwide insurance agent website example

The core message and image on Nationwide’s Pet Insurance homepage immediately tell visitors the purpose of the website. On the navigation bar, the menus are concise and expand to reveal drop-down menus, guiding the customer to a particular service. 

Moving down the homepage, the brand uses dog and cat visuals alongside their respective CTA buttons, making it easy for customers to choose the appropriate pet insurance. 

3. The Hartford

The Harford insurance agent website example

The Hartford’s site has an interactive navigation bar that opens drop-down menus. It also features a search bar on the navigation pane that helps visitors quickly find information. The CTA button is inside a dynamic content widget that allows customers to select their insurance option and enter their zip code.

The brand reinforces its values through core messages coupled with relevant visuals. The images show purpose-driven insurance for small businesses dedicated to sustainability, diversity, and service to the community.

4. Oscar

Oscar insurance agent website example

When a visitor lands on Oscar's homepage, they see the brand’s core message on a contrasting background. The CTA prompts potential customers to activate an account to get started.

The brand also uses relevant visuals to showcase its products and values. The main image includes a diverse background of people from different races, gender, ages, and physical abilities. 

5. Titan Insurance

Titan insurance agent website example

Titan Insurance places a CTA button in the main navigation to get visitors to request a quote. The blue button stands out on the white background to grab the visitors’ attention. The compact grid layout on the homepage makes it easy for customers to access all the insurance product offerings without scrolling.

Plus, the form is a quick way for customers to provide details and request the service they need. It’s convenient, requiring minimal details.

6. Insurify


Insurify’s website design is all about using visual hierarchy to get a visitor to take action. The homepage uses color and contrast to encourage the visitor to request a quote. Your eyes are instantly drawn to the bright orange button. Also, the thin orange line lets visitors know what type of insurance they’re searching for. Visitors can switch between car, home, and life insurance to get the type of insurance they need.

If visitors scroll past the initial quote request, they’re met with elements that help build credibility. For example, the website lists the types of carriers Insurify partners with, such as Progressive and Nationwide. These references signify that Insurify works with well-known brands and helps establish it as a reliable resource.

7. Lemonade


Lemonade uses color and contrast to grab its visitors’ attention. The bright pink button is the first thing visitors are drawn to. It also incorporates scale to get visitors to read the text on their homepage. 

“Forget everything you know about insurance” is a core message that clearly tells visitors Lemonade is not a typical insurance company. This message leaves enough mystery for visitors who are intrigued to continue reading the smaller text—which expands the core message. The smaller text tells visitors that Lemonade provides fast service, and affordable pricing.

8. Lumico


Lumico uses a video hero image to visually attract visitors to the main message. The video—showcasing a father holding his son—raises feelings of protection, safety, and comfort. The main message, “Life is embracing those little moments. Insurance is protecting them,” builds on those feelings.

As visitors browse the site, Lumico’s potential customers will learn how life insurance can provide the protection they’re seeking. Finally, Lumico’s warm color scheme further helps provide feelings of comfort and safety.

9. Metromile


Metromile draws in website visitors with a large hero image of a scenic view from a car window. As a pay-per-mile insurance company, this image helps visitors associate the company with the ability to go where they want—on their terms.

Metromile uses bright colors to highlight where visitors can request a quote. It also keeps a quote request form in the header of the website. As visitors browse the site, they’re never too far from getting an insurance quote.

As a visitor scrolls the homepage, the site uses a mix of graphics and photos to separate sections of the page. This technique keeps the page visually interesting and makes it easy to navigate.

10. Zebra


The Zebra uses a simple color scheme and relies on visual hierarchy elements to highlight aspects of its site. This basic color scheme works well because it goes with the messaging—The Zebra makes insurance simple.

The few color elements on the page stand out more than usual because the rest of the page lacks colors. This tactic draws a visitor’s eyes to each small highlight of color and keeps them moving throughout the page, looking for the next color patch.

The Zebra relies on social proof and well-known brands to build credibility. For example, they include a customer review section as well as a list of insurance carrier partners.

Upgrade Your Insurance Agent Website

Effective website design helps visitors learn more about your products. Use the above-mentioned best practices as a design template to maintain the attention of your visitors.

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