How to build a valuable insurance broker website

Insurance brokerage

How to build a valuable insurance broker website

Whether your selling auto insurance, health insurance, life insurance – a website is a must-have for your insurance brokerage. In this post, we'll unpack how to build a valuable insurance broker website.

15 December 2020 · 10 min read

If you want to take part in the digital economy, you need a vehicle for your insurance agency. As we move into 2021 and beyond, insurance brokers need to adapt to the business climate changes. With the economy moving into a virtual environment, insurance agents will face new challenges in growing their businesses.

An insurance website presents you with a platform to navigate your future business operations. It acts as a dedicated platform for all functions, including customer management, marketing, and brand awareness.

If you aren’t on board the digital revolution, then it’s time to start.

If you’re an insurance broker, a website can help you push out more insurance quotes and sell more policies and insurance products. Regardless if you’re an independent insurance agency or a large firm, you need a website.

A website suits all categories in the insurance industry. Your site can help you get more leads and convert prospects into clients.

Whether your selling auto insurance, health insurance, life insurance – a website is a must-have for your insurance brokerage. In this post, we’ll unpack how to build a valuable insurance broker website.

#1 Website Design – Why It Matters

There are many elements of a website. All of them work in synergy to produce the final product of your website. If you’re looking to boost your online presence, you need a website design that sells.

We’re not talking about a cluttered site filled with cheesy sales lines. We’re talking about a design that pulls your audience into your website offering, creating an immersive user experience.

The design is the first element of your site that visitors encounter. If it looks confusing or unattractive, they’ll bounce back to the search results. Insurance website design requires an understanding of what your competitors are doing. What are they doing well with their site design, where could you improve on their offer?

Your new website needs to make an immediate impact on launch. Completing due diligence on your competitor’s offering is essential to gain a competitive edge.


Every website starts with a template as the cornerstone. The template forms the general look and color theme of your website. If you look at popular web design articles online, you’ll find that many insurance company websites feature the same template theme.

That design similarity isn’t a mistake. If firms are using the same templates, it means they’re suitable for insurance websites. Insurance agency websites look different thanks to the alterations developers and design teams make to the template.

These customizations require coding experience to work them into the design theme. However, a talented developer can make miracles happen with any template, changing it to suit your company’s branding, brand colors, and more.

Templates are available for free, and some come as paid options. If you’re running a small insurance brokerage, you’re not going to have the same design requirements as a large corporate. When building out your site, you choose a template that suits your business requirements.

While the free options do have some interesting customizations, you’ll find paid templates offer you a much wider range of options. In the hands of a developer, you can turn your template into any site design you want.

Pages and Customizations

After choosing your design theme, it’s time to decide on the customizations. What kind of layout do you want on the site? That refers to how people will read your posts and engage with your images and video.

Each page requires these elements, and you need to choose a layout that makes sense to you and your readers without looking confusing. Your developer will make these customizations to the format. They’ll also add other custom design elements like color-coding to your brand colors and inserting company logos.

The pages require structuring on your template. Some of the basic pages you’ll need to include the home page, contact us, about us, FAQ, T&Cs, testimonials, product pages, services pages, and the list goes on.

Each page on your site adds to the development costs, but leaving them out or combining information might detract from the final visual aesthetics and functionality.

#2 Optimizing Your Site

After finishing with your site design, the next step is to optimize the site. Optimization involves tweaking your site performance to make it stand out as the search bots index your site. There are a few key tasks involved in optimization strategies.

Domain Name – A custom domain name gives your website a brand identity. It’s better for clients to see than Custom domains and dedicated hosting solutions are the top choices for insurance websites.

SEO – Search Engine Optimization describes a set of best practices and procedures designed to make your site visible to the search bots. These optimization strategies can take up to 6-months or longer to show results, but it works. SEO strategies send qualified traffic and potential customers to your site.

Mobile Responsive – Your landing pages need mobile optimization. More than 50% of search traffic comes from smart devices. If the visitor has to pinch to zoom around your site, they’re going to bounce back to the search results.

Fast Loading Times – How many times have you landed on a slow web page? Did you stick around to wait for it to load? Chances are you bounced back to the Google results. Fast loading times are essential to the success of your website.

Fix Issues – Problems like duplicate content and duplicate pages ruin your ranking. Optimization clears up these issues, getting your page more traffic.

#3 Develop a Custom Content Management Strategy

“On the internet, content is king.” – Bill Gates.

Bill wasn’t wrong with that statement. If you want to stand out from your competitors, you need a strong content strategy.

Start a Blog – A blog acts as a resource for your clients and prospects. It’s also a marketing tool for your website. Traffic visits your site to view your content, and you capture them as leads by presenting value.

Use Video – Video is the most popular content medium online. Every minute, creators upload more than 500-hours of video content to the platform. You can open a YouTube channel and use it to create online reviews of your products and services, customer testimonials, interviews, and much more.

Start a Podcast -Podcasting is a tremendously popular medium for communications. Everyone has a podcast these days, and it’s a way to discuss complex topics with your audience and guests. Podcasting builds your reputation and your credibility in the insurance industry.

Independent agents and corporates need to include social media marketing in their business strategy. Platforms like LinkedIn allow you to build a professional following, posting useful industry-related content on your page that boosts your credibility.

Facebook lets you run ads to targeted audiences, guiding more traffic to your site through these channels. Including social integrations on your site help people find and follow your accounts easily.

Twitter offers you a great platform to participate in conversations with clients and leaders, and Instagram stories let you create short videos promoting your products and services. Manage everything in one dashboard using management tools like Hootsuite.

#5 Implement Management Tools

Your website acts as a hub for all your business activity. Connecting it to management tools help you maintain your customers and your staff.

CRM – A CRM solution helps you turn your website into a fully-functional marketing and operations platform. Use this software to manage customer phone number records, and track sales phone calls. A CRM gives you a platform to build custom digital workflows, enhancing customer and employee experience.

List Management – Management tools help you manage your customer and prospects lists. Know where each of your prospects is in the sales funnel, and keep records on client interactions for future meetings.

Go Digital with Workflows – A CRM solution allows insurance companies to create custom digital workflows, avoiding the need for a physical office. Technologies like e-signatures make it easy to run a remote workplace and communicate with your customers through smart devices.

#6 Add Digital Marketing Tools

By including a suite of digital marketing tools into your website design, you turn your site into a lead-generating machine. Leads are the lifeblood of any insurance business, and if the leads dry up, so does your income.

By implementing the following features into your website design, you turn your website into a marketing machine that brings you a steady stream of fresh leads.


Every page on your website must feature a Call-to-Action (CTA). CTAs contain sales language designed to get your prospect to take action and enter your sales funnel.

“Click here for a free consultation” would be an example of an effective CTA on your site.

Remember to do your keyword research and use CTAs containing the top-performing keyword strings in your industry.

Online Contact Forms and Opt-Ins

When clients land on your site, they are there for a reason. Whether it’s finding a phone number or read a blog, you need to understand what to do with that traffic.

An opt-in lead generation form allows you to capture your prospect’s information when they land or steer away from the site.

Lead generation and contact forms are the most effective way of building a database of qualified leads for your business.

Add a Value Offer

If you want to capture your prospect’s details, you’re going to need to present them with a value offer. A value offer is a freebie designed to get them to take action on your information request.

For example, you could offer a free video or PDF download. Or offer access to a membership-only area of your site for premium free content.

A value offers acts as a lead magnet, incentivizing your prospects to enter your sales funnel. That way, when you contact them with your products and service offering, they already have confidence in your company, and they’re expecting your call.

Sales Funnels

The sales funnel on your website is a part of your CRM system. When your lead magnets capture a new prospect, the system automatically feeds the data into your sales funnel.

The prospect goes through a series of strategically sent emails with the hope of converting them into a client. Sales funnels allow you to manage your leads, ask for referrals, and convert prospects into customers.

Email Marketing

Email marketing is the most effective form of online marketing available. With email marketing, you can send your prospects deals and offers and useful content like newsletters and industry reports.

The key is to add value and avoid looking spammy. All it takes is a weekly reminder to your mailing list that you’re here when they need you.

#7 Professional Help or DIY?

When designing your site, you can try to do it yourself or work with a professional design team for the build. What is the difference between the two, and what can you expect on your new website’s pricing?

Web-builders are free and easy platforms to use. However, they aren’t the best choice for your insurance website. While they’re free, they don’t come with a custom domain, fast loading, or any other SEO and design advantages of professionally designed sites.

Here are the pros and cons of using web-builders and professional design services.

What are the Pros and Cons of Using Web-builders?


  • Web-builders are affordable to use
  • Drag-and-drop design


  • Custom domain not included
  • Limited customizations
  • Limited third-party integrations
  • Generic templates
  • No SEO or marketing tools
  • No support
  • Limited bandwidth and storage

What are the Pros and Cons of Using Professional Design Services?


  • Customized web design
  • Digital proofs for approval on all design steps
  • Custom templates and design features
  • Integrate with CRM and marketing tools
  • Support and monthly reporting


  • Expensive
  • Long build times
  • Management fees cost extra

As you can see, working with a design team is the preferred way to build a fast and effective website. However, the costs involved with navigating the project can set you back $10,000 or more for your final website design.

After paying, it’s not over; you’re going to need a team to manage and update your site. Those services come at a monthly cost, adding to your business overhead.

What if there was a way to get a web builder’s convenience and low-cost advantages, with customization and attention-to-detail of a professional design service?

Choose B12 – The Best Way to Build a Valuable Insurance Broker Website

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