Insurance Website Design
Insurance is bought reluctantly and judged at the worst possible moment. Most visitors arrive either shopping for a price or trying to make a claim, and those two people need completely different pages. Sites that serve only the first leave existing customers stranded exactly when their opinion of you is being formed.
Built for insurance brokers, agencies and specialist insurers. Describe your business in a sentence and a complete site is written and designed for you — then you edit every word of it.
Build my website free →What a insurance company website needs
Every one of these is included from the first draft. Nothing here is decoration — each answers a question your visitors are already asking.
A page per type of cover
Motor, home, business, professional indemnity, landlord. Each is a separate search and a separate buyer with different anxieties.
Claims guidance, easy to find
What to do, who to ring, what information to have ready. Customers judge an insurer entirely on this moment.
What is and is not covered
The exclusions written plainly. Being honest here builds far more trust than a page of reassurance.
A quote route that is short
Enough detail to quote, no more. Long forms on a comparison-shopping page are abandoned.
Regulatory status and panel
Your regulator, registration and which insurers you work with. Both are checked by careful buyers.
Real people to speak to
Named contacts and a phone number. Insurance is one of the few purchases where people still want a human.
Three mistakes that cost insurance company websites customers
These come up again and again in this trade, and all three are avoidable.
- No claims information, when that is what existing customers arrive for and what they will remember.
- One page covering every product, so none of them ranks for its own search.
- Hiding exclusions, which converts a sale today into a complaint later.
- A twelve-field quote form for someone who is comparing four brokers.
- No regulatory registration, in a sector where its absence is a warning sign.
- No phone number, on a purchase people frequently want to discuss.
Six insurance company designs to start from
Every industry ships with six distinct designs. Pick one as a starting point — the layout, colours, wording and images are all yours to change afterwards.
How you get your insurance company website
Describe the business
One or two sentences about your insurance company is enough. No brief, no questionnaire.
Get a complete first draft
Pages, sections, images and written copy — not an empty template waiting for you to fill it in.
Edit anything, then publish
Change any word, section or colour yourself. Publish to a free address or connect your own domain.
Insurance Company website questions
How important is a claims page?
It is the page that decides whether a customer renews. Someone making a claim is having a bad day, and being easy to reach at that moment is worth more than any advertising.
Should I list exclusions?
Yes, in plain words. Customers who discover an exclusion at claim time complain publicly; customers who read it up front simply buy the right cover.
Do I need a page per product?
Yes. Landlord insurance and professional indemnity are searched by entirely different people using entirely different phrases.
How long should a quote form be?
Only as long as it must be to give a real figure. Every extra field on a comparison-shopping page loses enquiries.
Should I name the insurers I work with?
If you are a broker, yes. It shows the breadth of your panel and reassures buyers who recognise the names.
Is a phone number necessary?
In insurance, yes. A significant share of buyers want to talk it through before committing, and having no number reads as evasive.
Can I update cover details myself?
Yes, directly. Products and panels change, and an out-of-date policy description creates a real problem rather than a cosmetic one.
Websites for similar businesses
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