People say that you never get a second chance to make a first impression. It’s true. However, now that we live in the digital age, how we make those impressions has changed. Instead of drawing conclusions based on body language or style, customers now look at brands’ websites and online presence to make a judgment. 

Similar to a warm smile and handshake, a well-designed website has the ability to powerfully connect with people—and impress them from first-glance. Conversely, a poor design drastically decreases someone’s willingness to trust your business or complete a sale. In fact, studies estimate nearly 94% of customers won’t do business with companies that have websites riddled with sub-par design elements. 

That being said, your website design is even more crucial if you work in an industry that has a direct impact on a person’s family or individual well-being—like insurance agencies. When dealing with these important life decisions, customers want to do business with a company they can trust, and your website is part of how they make this decision. 


So how do you make a website that wins customers over? How do you create landing pages that convert? Here are some leading design factors of top-rated independent insurance agency websites.

1.High-Quality Photos: Bright, well-lit photography exudes professionalism and confidence and welcomes visitors into your circle of trust. Unsplash and Pexels are two of the largest free photo libraries. On the flip side, unprofessional and blurry photos will undoubtedly turn off prospective customers. Avoid using images with cluttered backgrounds, or those that feature the tip of a cropped-out poser’s nose or chin. Always take professional headshots of your staff to instantly build a relationship with customers. 

2.Mobile-Readiness: Does your website offer a stellar mobile experience? While your site might look beautiful on a large PC monitor, mobile handhelds could cramp images and text into a much smaller screen. Because over 50% of web traffic comes through mobile devices, it’s important that your website looks just as stunning on a phone or tablet. 

3.Engaging “About” Page: Your website should tell a genuine, personalized story about your insurance agency and why customers should do business with you. Use your “About” page to share how many years you’ve been in business, what values guide your agency practices, and how you stand out from the local competition. Do you have any relevant credentials, accolades, or ancillary training that highlights your experience in the industry? Your “About” page is a perfect place to feature these details.

4.Clear, Concise Text: Your homepage shouldn’t feel like an encyclopedic read. Your site should feature short, digestible statements that explain to visitors precisely what you do. Use bold calls-to-action so customers know how to contact you. Busy, clunky word walls don’t just get ignored—they also send customers towards the ‘X’ button within seconds. 

5.Full Inventory of Five-Star Testimonials: Customer reviews are one of the leading factors influencing a person’s decision to do business with you. In fact, 84% of people trust online reviews just as much as a recommendation from a friend. While gathering Google reviews is integral to your SEO strategy, it’s also important to feature these credibility-boosting five-star testimonials on your website too. 

6.Frequently Updated Blog or Social Media Profiles: Up-to-date blogs or social media accounts show customers you are communicative, professional, modern, and engaged. They also help promote your business as a thought leader in your industry. Even if you only post one blog per month or one social media post per week, strive for consistency. There is nothing worse than landing on a blog that the owners have not updated in an entire year. It makes it seem like your business isn’t in business, so publish content frequently and on a regular cadence to demonstrate your insurance agency’s reliability. 

Ready to use your website to prove to customers that your agency is a trustworthy choice? Here are some examples of stunning independent insurance agency websites you can use for inspiration. 

4 Insurance Agency Website Examples

Prosper Insurance

Prosper Insurance utilizes a clean modern aesthetic with a consistent color theme throughout their website. Each of their sections are clearly outlined at the top with a large CTA (Call to Action) button dead-center in the upper fold making it nearly impossible for visitors to get lost or confused as to what their goal is.

If you scroll down their homepage they have neatly outlined sections like “Why Prosper”
“How it Works” and “Who we Are.” Each of their sections employs icons and uses just enough text to get the point across without overwhelming the user. This allows a visitor to skim through and “get the point” of what you’re about quickly. 

It’s easy to fall into the trap of trying to put every great thing about your agency on the homepage but it’s good to remember that the homepage is just a  highlight reel. If you’d like to go into great detail, that’s best saved for other pages on your website. 

Coverage Direct

coverage direct insurance homepage website

Coverage Direct serves clients in many Midwest and Southern states with several types of insurance—each of which is immediately clear on their homepage. Right when you enter its site, six icons illustrate exactly what types of insurance it offers. A map indicates exactly which states the company serves. Two buttons make calls-to-action impossible to miss: you can easily select “Call Us” or “Start Online” to get the process started. 

Owners Zach and Ryan feature themselves prominently on Coverage Direct’s “About” page. Not only do they use warm, friendly photography, but they include more information about themselves in an additional bio section. Plus, they’re featured in an original Youtube video that talks a bit about their agency, their values, and what makes Coverage Direct a strong contender amongst the competition. This adds authenticity and a human element to this insurance agency—something customers can connect with.

Coverage Direct also shares a handful of five-star reviews from previous clients. Bonus: each review mentions one of the business owners by name, extending an even more personable connection to potential customers. Because peer reviews are as good as gold, it’s wise to include happy customer testimonials on your website.

Michael MacDonald Insurance

michael mcdonald insurance homepage website

Have you ever visited a website and found it impossible to understand what the business actually does? You probably bounced as quickly as you could. Luckily, this is not a problem on the Michael MacDonald Insurance website. 

The homepage opens with a crystal clear introduction, “the easy, trusted way to buy insurance in Pleasant Hill.” Visitors from other cities or towns immediately know this is not the agency for them, while residents of Pleasant Hill feel right at home. Follow suit by making your insurance website easy to read and navigate. Doing so will push customers closer to a policy with you.

Shaw, Moses, Mendenhall & Associates Insurance

shaw moses mendenhall insurance website homepage


If you’re looking for a powerful way to share your insurance agency’s personality, look no further than the website of Shaw, Moses, Mendenhall & Associates Insurance. Right at the top, it gives visitors a positive first impression with a friendly photo of the company’s entire team. Further down, it showcases fun, relatable photos of company events and the staff in action to give prospective clients an idea of what it would be like to work with them. 

Its homepage does an excellent job of providing a brief synopsis into its three most popular types of insurance: commercial, personal, and life and health. While the copy used on the homepage is brief and concise, it offers a link to additional information for those who might want a more in-depth explanation. This is fantastic from a user-experience standpoint. Offering in-depth information without cluttering the main parent pages of your website ensures every customer finds what they need without feeling frustrated or overwhelmed.

Build Your Insurance Agency Website

It’s paramount to make a solid first impression via a professional insurance agency website. You can use these tips and tricks to build a powerful, customer-attracting website guaranteed to increase the amount of policies your insurance agency sells. 

Jeffrey Child
Jeffrey Child Director of Financial Services Named Accounts

Jeffrey Child is an insurance and tax professional at Podium, the leading messaging platform that connects financial service businesses with their members and prospects.

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