30/07/2025
Matt Tomkin
Website Design Inspiration for Insurance Agencies
Your website is your insurance agency’s lifeblood. With most people choosing to compare and buy policies online, a great website drives revenue and grows your brand. However, you’d be surprised at the number of agencies that rely entirely on comparison websites to sell their policies.
According to the latest stats, 15.68% of home insurance agencies in England don’t have a website. Not having one actively holds you back, but if you’re planning to create your agency’s digital shopfront, here’s some inspiration to show you what a high-conversion insurance agency website looks like.
Why do insurance brokers need a website?
Insurance websites are a proven gateway to policy sales. According to one finding, 78% of insurance consumers make a call after running a search. If you don’t have your own website, you practically don’t exist to the majority of your target audience in the insurance industry.
If that’s not enough, here are some other reasons why your brokerage needs a website:
All these reasons combined are the pillars of a lasting insurance brokerage primed to sell more policies and generate larger profits.
Best practices for insurance agency website design
Bad design costs sales. Consumers are highly sensitive to poor websites, and they will vote with their feet. According to one study, 60% of Brits abandon five or more purchases annually because of poor web design.
Best practices have transformed over time, but best practices don’t change by industry. If we look at the psychology and expectations of consumers, the basic principles of design remain the same, including:
Even with these concepts in place, the only genuine way to discover whether you’ve nailed them is to conduct formal user testing. Listen to what they have to say and adjust accordingly.
Learn more about marketing for insurance brokers.
What should an insurance brokerage website design include?
Every industry has its own conventions regarding design. All good websites focus on how each page and individual element comes together to fulfil their audience’s purpose. Here’s what your brokerage audience expects:
Real images of the team
Insurance doesn’t have to be cold and impersonal. Introduce people to the strength behind your brand by including images of your team with up-to-date biographies. It’s one of the most straightforward ways to differentiate your insurance agency from everyone else’s.
Easy navigation
Wherever your audience lands, they should have a clear path toward the information they need. Whether this is one of your service pages or an informational blog, navigation should be self-explanatory.
Clear testimonials
Insurance brokerages live or die based on their reviews. Showcase the experience you provide by using the words of your current and previous customers. If you already have reviews on third-party websites, like Google and Yelp, show these first with live links to them.
Simple, modern contact form
Make it easy for people to get in touch. Not only should your contact form be easy to find, but it should ask for only the bare minimum of information. Ideally, you shouldn’t need more than two or three fields. Embed a contact form somewhere on every page to reduce friction.
Persuasive calls to action
Too many brokerages create incredible content and then fail to capitalise on it. Your call to action directs your audience to where you want them to go next. Without a firm call to action, the only way they’ll click is away.
Invest the time in A/B testing to discover which ones work best. What works for you won’t necessarily work for another agency. Some examples of calls to action include:
· Contact us now
· Schedule your free consultation
· Sign up for our free newsletter
· Download our ultimate insurance guide
· Follow us on our social media account
Strong, transferable branding
Your brand is your story, and it’s the one thing differentiating your insurance agency from your competitors selling the exact same product. Not only should your brand be unique to you, but it should transfer to every other channel, whether that’s social media, your email newsletter, or even an offline presence.
How SEO works closely with website design
Search Engine Optimisation (SEO) focuses on helping your website rank in Google SERPs for the keywords and phrases your audience is using. But SEO and web design are closely aligned, and a failure in one area will impact the other, which drags the whole thing down.
Google already incorporates certain design elements into its ranking signals because its goal is to rank websites based on the best user experiences. Optimising your design is simultaneously optimising your SEO.
Some of the most common areas in which insurance agencies fall down include:
· Not optimising for mobile
· Not incorporating responsive design
· Low-content pages
· Duplicate content
· Slow loading times
· Lack of accessibility features
All these things don’t just create a poor user experience. They force users to turn away. If Google detects that users are clicking on your website and then clicking away, it’s a sign of a poor user experience, and you’ll be penalised because of that.
Learn more about SEO for insurance firms.
Build your online presence with Tao Digital
Your website is your primary channel for attracting your target audience and converting them into insurance policyholders. At Tao Digital, our knowledge of the insurance business enables us to blend design and functionality to enhance your existing insurance agency SEO strategy.
Check out our Stanmore Insurance SEO case study for an insight into the excellent work we do.
Collaborate with our designers to turn your vision into reality and construct the website that grows your client base. If you’re ready to create the ultimate insurance brokerage website, contact us today.