Key elements to optimize your website

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Standing out from the competition isn’t always easy in the insurance business. 97% of consumers conduct online research before purchasing a local product or service, which makes a responsive and engaging website essential for every agency. Following are the must-have elements to include on your agency website.

Responsive Design

  1. Before creating your agency website, it’s essential to consider brand consistency and design to ensure your website looks professional and engages visitors.
  2. Having a responsive design means your website is optimized for viewing on multiple devices. Americans use mobile phones to browse online, which makes responsive web design an essential element to engage customers. Additionally, Google boosts search results for mobile-friendly websites while penalizing those that are mobile-incompatible.
  3. A free course from Google and Udacity can help you learn the fundamentals of responsive web design. However, agents who don’t have time to learn about developing can easily set up a responsive website with a responsive website builder.
  4. One of the most popular applications includes WordPress, which features an abundance of responsive design templates that offer optimal viewing across a multitude of devices. Other applications include Wix, Squarespace, Weebly, and 1&1 Website Builder.

Links Insurance Services is a great example of mobile-friendly website. It conveniently relocates tabs for simplified navigation across various devices.

Contact Info and Request a Quote

Make it simple for customers to contact you and interact with your agency by including the following elements on your website.

  • Provide a phone number, email address, and agency address on every page of your website.
  • Create a separate contact page with a form where visitors can ask questions.
  • Include a clear call-to-action button on the main page. If the purpose of your website is to generate quotes, then your CTA should include a Request Quote Now button. This call-to-action should take priority and be visible at first glance to encourage visitors to click on it.


  • If you have a newsletter, invite visitors to sign up to it. A good place to add this call-to-action button is the bottom of the page or the footer page.
  • A live chat on your website can help you connect with potential customers and retain current ones. For example, Intercom offers live chat software that enables seamless communication and marketing automation. You can check out Freshworks too.

About Page

An about page is a must-have for every business. Your “About” section will tell customers why they should choose your agency, who you are, what you do, and how your services can benefit their lives specifically. Take this opportunity to give your agency a human face and connect with potential clients on a personal level.  Your “About” page should include:

  • Why – what’s your agency purpose and cause. Why does it exist. Consumers don’t buy what you do, they buy why you do it.
  • Your story – Provide a few short paragraphs that explain the history of your agency in a personal light.
  • Agency facts – Include facts such as years of experience, awards, and customer retention rates that display your expertise.
  • What you do – Tell potential customers what you’re best at and how you can help them overcome specific challenges.
  • Media – Use videos, photos, and infographics to support your message.

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Social Media Links

A social media presence can help agencies build stronger relationships with potential and existing customers. Include links to your social media pages to ensure consumers can find your agency regardless of which platform they are using.

Links to social media profiles should be visible on your website so customers can easily follow you. Include a link to your agency blog, if you have one, to provide additional helpful information and increase their engagement with your agency.

Your Team

Highlight your local knowledge and community presence by introducing your team members on your website. Consumers are more likely to value an agency with local experience over a large corporation. Enable your prospects to get to know your team personally before they even visit your office.


Online reviews are incredibly influential when it comes to helping consumers make buying decisions. Include testimonials and success stories on your agency website to gain new leads.

Real reviews and customer ratings add credibility to your agency and demonstrate your capabilities and strengths.

Tracking and Analytics

Tracking and analytics tools give agencies access to an abundance of consumer information that can help make online operations more efficient. Focus on data that’s relevant to your short-term and long-term business goals, rather than processing all the available information. Agencies can take advantage of Google Analytics for insights into what pages were visited, how long consumers stayed, and if they share content or click on your main call to actions.

Other tools as Fullstory allows you to record your visitors’ sessions and enables you to search, see, and understand your customer’s journey by surfacing points of frustration, errors, and confusion so you can respond. Remember, always track and optimize your website to offer the best experience and, consequently, win more sales!

Final Thoughts

In today’s digitally competitive marketplace, an insurance agency’s website needs to be more than an electronic business card. Include vital elements on your site that help you engage with and attract new clients by strengthening relationships. Demonstrate your knowledge with an About Us page, an introduction to your team, and testimonials. Remember to keep up with trends through analytics and tracking tools. A responsive design will make your website accessible to viewers on all devices. Finally, make it easy for customers to contact you and stay in touch via social media.

Independent insurance agents use Agentero to boost their revenue, save time, and deliver a superior customer experience. We integrate with your current technology to modernize your operations and position you for growth. Check out our website to learn more.

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