Build an AI website in 60 seconds

AI generates your personalized website instantly with built-in scheduling, payments, email marketing, and more.

Start for free
Built in tools to grow your business

How to write insurance proposals that win new clients

15 May, 2023 · 5 min read·Insurance brokerage
How to write insurance proposals that win new clients
Learn the strategies and tips on how to write insurance proposals that can help you gain new and loyal clients. Read this blog post to discover the secrets to a winning proposal.

In the competitive world of insurance, writing a winning proposal can make all the difference. But your proposal has to contain all of the essential elements. For instance, did you know that proposals with a compelling cover page are 45% more likely to close deals than those without? 

So how do you create a proposal that stands out from the rest? How do you write a proposal that captures your client's attention? 

In this blog post, we will guide you how to write a winning insurance proposal. Keep reading to discover how to create a persuasive and effective insurance proposal that impresses your clients and boosts your business.

Writing winning insurance proposals

For insurance brokers and agents, writing a winning proposal is a crucial part of obtaining new clients and retaining existing ones. A well-written insurance proposal not only showcases your expertise but also demonstrates how you can help potential clients address their specific needs and challenges. However, creating a successful proposal requires a combination of skills, including understanding client needs, crafting the right format, using compelling language, and proofreading for errors and inconsistencies.

Understanding client needs and customizing the proposal

Understanding your client's specific needs is crucial if you want to write a winning insurance proposal. Every client is different. Their insurance needs can vary greatly depending on various factors. These include their industry, size, and risk tolerance. That’s why it is essential to take the time to understand each client's unique situation and tailor your proposal accordingly. Failing to personalize your proposal to the client's needs can result in losing their interest and trust.

Conduct research

To begin the process of understanding client needs, it is important to conduct thorough research. This could include studying the client's website, reviewing their past insurance policies, and conducting interviews with key stakeholders. Taking this extra step can provide valuable insights into the client's business operations, priorities, and potential risks.

Customize the proposal

Once you’ve done your research, it's time to customize your proposal. This may include modifying your proposal's language and structure to speak directly to the client's specific concerns and goals. You may also need to adjust your coverage recommendations to ensure they align with the client's risk profile and budget.


Above all, it's crucial to keep communication lines open throughout the proposal process. Regular check-ins and opportunities for feedback can help you keep pace with any changes or adjustments the client may need. By doing so, you can increase the chances of delivering a proposal that truly meets their needs and secures their trust in your services.

Attract. Win. Serve.

Structuring your insurance proposal format for maximum impact

While it's essential to ensure that your insurance proposal is engaging and personalized, your proposal's format's structure is just as important. Having a well-organized insurance proposal could make the difference between securing a client or losing them to your competition. That’s why it's crucial to employ an easy-to-read format that appeals to your reader's eye. A clean and structured layout with a table of contents is a great way to achieve this goal.

Ensure proper structure

When structuring your insurance proposal, the proposal's front page should contain the introduction, the client's name, and the date. The next section should contain a detailed executive summary, which gives your client a brief overview of your proposal's contents. After the executive summary, ensure that you've developed the body of your proposal well, providing specific and relevant information about your insurance plan. Additionally, it's helpful to break down large sections of the proposal using headings to make the proposal easy to read.

Add a table of contents

Including a table of contents is also an excellent way of organizing your insurance proposal with maximum impact. The table can group your proposal's various sections, which makes it easier for your client to read through the document. Ensure that your table of content is up to date and that it links to essential parts of your proposal. Plus, make it easy to read. Its sections should be well-spaced for easy navigation.

Include calls to action

Structure your insurance proposal to have several calls to action throughout the document. Ensuring that there are clear and compelling calls to action inserted strategically throughout your proposal could give you an edge over the competition. A call to action should encourage your client to take action. For instance, contacting you for further information or signing up for your insurance plan. By following these tips, you can create an insurance proposal that is well-structured and compelling, increasing your chances of securing clients.

Using compelling language and visual aids in your insurance proposal

When it comes to writing a winning insurance proposal, using compelling language and visual aids is crucial. The language you use in your proposal should be simple, avoiding any complicated jargon or technical terms that might confuse the reader.

In addition to using simple language, incorporating visual aids in your insurance proposal can also help make it more engaging and persuasive. Charts, graphs, and images can all be used to help illustrate key points and drive home important messages. Choose visual aids that are appropriate for the content. Make sure as well that they are clear and easy to understand.

Another key aspect of using compelling language and visual aids is to consider your audience. Knowing your client's needs and interests can help you tailor your language and visuals to better communicate with them. Let’s say your client is primarily interested in data and statistics. Then using charts and graphs may be more effective than relying on text alone.

Ultimately, using compelling language and visual aids can help to make your insurance proposal more engaging and memorable. It can help you create a proposal that stands out from the competition and helps you win new business.

Proofreading and reviewing your insurance proposal for errors and consistency

When it comes to writing winning insurance proposals, there are a few key components that cannot be overlooked. A critical step in the process is proofreading and reviewing your proposal for errors and inconsistencies. This final step is often overlooked. But it can greatly improve your chances of success. So take the time to carefully review your proposal. This way, you can catch any errors or issues that might otherwise be missed. This ensures that your proposal is as professional and polished as possible.

Correcting mistakes

Proofreading and reviewing your insurance proposal helps you catch any mistakes or inconsistencies in your proposal. For example, you might discover that you have made an error in your pricing. Or you might find that you have included incorrect contact information. Finding and correcting these issues before you submit your proposal gives you a much better chance of success.

Staying consistent

Another advantage of reviewing and proofreading your proposal is that it allows you to ensure that your proposal is consistent throughout. This means that all sections of your proposal are written in the same tone and that they convey a consistent message. This consistency can help make your proposal more persuasive and increase your chances of success.

Watching out for areas of improvement

Proofreading and reviewing your insurance proposal can also help you identify areas where you can improve your proposal in the future. By analyzing your proposal for areas where it could be better, you can learn from any mistakes you may have made and improve your proposals over time. This can help you become a more successful insurance proposal writer and increase your chances of winning more business in the future.

Final insurance proposal tips and resource recommendations

Now you’re approaching the final stages of your insurance proposal. Below are a few additional tips to keep in mind. 

Consider the client’s needs

Always stay tuned in to the client's needs. So make sure to address them in the most effective way possible. This means taking the time to really listen to the client's concerns and offering relevant solutions that are tailored to their specific needs.

Ensure the proposal is engaging

Another important aspect of finalizing your insurance proposal is to ensure that everything is presented professionally and engagingly. This includes checking that all visual aids and graphic elements are properly formatted and easy to understand. It is also important to use concise, compelling language that will grab the reader's attention and keep them engaged throughout the proposal.

Proofread and review

Proofreading and reviewing your insurance proposal is one of the most important steps you can take to ensure its success. This involves checking for any grammatical errors or inconsistencies. Plus, make sure all details are accurate and up-to-date. It can also be helpful to have a second set of eyes on your proposal, as this can offer valuable feedback and insights from an outside perspective.

Improve writing skills

It is important to continue learning and improving your insurance proposal writing skills over time. This can involve seeking out feedback from colleagues or mentors, attending training or workshops on proposal writing, or simply staying up to date with industry best practices and trends. 

Win more clients with an optimized online presence

Ultimately, the more effort you put into crafting winning insurance proposals, the more successful you will be in building lasting relationships with clients and growing your business. Another way to win new clients for your business is by launching a professional website. A quality site makes you visible to more potential clients and ensures you’re showcasing your unique services. 

Looking to create a website for your insurance business? B12's website builder is an all-in-one platform for professional services. Attract leads, win business, and serve clients online with a professional site, eSignatures, contracts, scheduling, payments, intake, and more. Build your free site today.

Attract, win, and serve more clients

Receive helpful resources directly to your inbox to help you succeed online.

Related posts

Top marketing ideas for selling health insurance
Top marketing ideas for selling health insurance

Spend less time on your website and more time growing your business

Let B12 set up your professional online presence with everything you need to attract, win, and serve clients.

Get started for free


© 2024 B12. All rights reserved.
PrivacyTerms of Service