Top 7 Practices for Your Insurance Website Design

Top 7 Practices for Your Insurance Website Design

When it comes to insurance, people tend to choose established and trustworthy service providers. A website is the face of any company, and a clunky old-fashioned website design won’t present your brand in the best light. It’s vital to design a website that will attract customers and help you build credibility. If you want to know how to approach insurance website design, keep reading.

Insurance agency website design best practices

Following the latest design trends when creating an insurance website can be ineffective and expensive. What you need to pay attention to is a shortlist of insurance website design best practices provided below.

#1 Design for mobile first 

Although responsive design is an efficient approach, our current mobile-driven society demands new solutions. In 2018, 58% of all website visits in the US were from mobile devices, and this number continues to grow.

Mobile-first design involves designing your insurance website first for mobile devices rather than desktops. This approach is part of the progressive enhancement ideology, which derives from the fact that mobile design has many more restrictions and is more demanding than design for other devices and thus should be done first. 

Mobile-first design encourages you to better organize content by placing only vital content on small smartphone screens. It helps you reasonably simplify the user journey on your website. 

Besides, building a mobile-first design for your insurance website improves its SEO. Google prioritizes mobile page load speed as a key metric when determining your search ranking. 

#2 Ensure clear navigation 

It doesn’t matter what powerful features or creative graphics your website has if your site visitors can hardly find what they came for. Building thoughtful navigation is one of the major steps you need to take on the way to high conversion and retention rates. 

Look at how the Oscar insurance company created intuitive navigation with the help of a horizontal menu with clear labels:

insurance website design
Oscar website

A lot of experienced designers use the rule of three clicks to ensure the ease of a website’s navigation. This rule states that finding information should take users no more than three clicks. If it takes more, users may give up and leave.

#3 Make your site efficient 

According to a survey by Accenture, when visiting a website, the main desire of 66% of customers is to find what they’re looking for quickly and easily. Thus, in addition to designing clear navigation, you need to ensure that your website’s logic and structure provide easy access to the information that matters most for your customers.

One way to facilitate the customer journey is to let users get quotes for your services online without needing to contact you. Let’s take a look at the quote eFinancial has implemented:

 best insurance website design
eFinancial website

It’s vital to avoid overloading quote forms and to keep them concise. In case you require a lot of details from a customer to generate a quote, you can divide the information gathering process into several stages and create a couple of short forms instead of a huge one. 

Insurance-related information can be confusing and overly complicated for your site visitors. Placing a link to FAQs in your main navigation bar helps to nip any confusion in the bud. Here’s how Lumico uses FAQs on their website:

top insurance website design
Lumico website

Choosing a suitable insurance plan is another challenge users face when reviewing your services online. It’s worth presenting plans side by side to let your site visitors easily compare them. The USAA Group lets users compare plans in the following way:

insurance company website design
USAA Group website

Your website also needs to walk a visitor through the stages of the buyer journey. Each web page needs to contain a meaningful call-to-action button that leads visitors to the next piece of content, your company’s insurance plans, or a contact form. Call-to-action buttons need to be visible and stand out from the rest of your content. Below is an example of call-to-action buttons on the Brown & Brown Insurance website:

insurance agency website design
Brown & Brown Insurance website

#4 Include a blog

Buying insurance isn’t a spontaneous emotional decision, and people try to consider all pros and cons. This involves a long sales cycle. A blog is an efficient way to create brand awareness, build loyalty, and show your expertise to your visitors.

Moreover, content on insurance websites can be hard to understand for people who don’t deal with insurance on a regular basis. A blog can help you introduce major insurance terms and concepts to your visitors and become a guide to insurance for customers.

Your blog should include useful content that answers questions your website visitors may have, provides information about legal changes, and teaches readers how to determine their insurance needs. 

In addition, having a blog is beneficial for SEO. If used wisely, a blog can significantly improve your search engine ranking. 

#5 Make it simple

Insurance isn’t easy to comprehend, and complicated industry terms and jargon make it even harder for your visitors to understand your website’s content. When creating content, instead of using sophisticated industry terms, opt for simple words to make sure any potential customer can understand what your website is talking about.

Make your visitors feel that they’re in charge and capable of making informed decisions without asking for help from your company’s representatives. When the content and structure is easy enough to understand, visitors will feel confident and be inclined to buy your services. 

When organizing the content, keep readability in mind. White space helps you separate different parts of your site and draw visitors’ attention to key aspects.

Create an emotional tie with your site visitors with the help of photos. Using images of ordinary people, families, or kids can help you build an emotional connection between your site and its visitors. Here’s how State Farm uses the principle of humanization:

best insurance agency website design
State Farm website

One more way to influence people at a psychological level is to use appropriate colors. For instance, blue creates the perception of security and professionalism, while green is associated with wealth. Choose colors for your website depending on the type of insurance you provide and your target audience. 

#6 Keep content up to date 

You shouldn’t consider your company’s site just as a presentation of your organization, values, and policies. As the COVID-19 pandemic has forced a great shift to digitalization, your website should function as a self-sufficient service. Whenever you make a change to pricing, terms of use, or something else, it should immediately be reflected on your company’s website. Make sure that the content on your website corresponds to what your company actually offers. This way, when your visitors choose your company as their insurance provider, they won’t be disappointed. 

As an insurance company, you also need to continually monitor changes to laws and regulations that may influence your company’s policies or processes. Moreover, you should regularly revise and update your website’s content to eliminate misleading information.

#7 Follow the test–learn–improve loop

Testing and analyzing performance is critical for your success. You can use analytics to track your site visitors’ behavior to identify bottlenecks on your website and then make adjustments to improve the UI and UX. 

Analytics helps you better understand users’ preferences and pains. These insights can help you provide your customers with a pleasant experience while interacting with your site and satisfy all their needs. 

What is the best insurance agency website design?

Insurance isn’t something people learn on the fly. A compelling insurance website design should facilitate interactions between an insurance company and its clients and prove that choosing an insurance vendor, getting a quote, and filing a claim is not that difficult. 



  • Design for mobile first
  • Ensure clear navigation
  • Make your site efficient
  • Include a blog
  • Make it simple
  • Keep content up to date
  • Follow the test–learn–improve loop

Make sure you include the following:

  • Online quotation tool
  • Easy access to FAQs
  • Insurance plan comparison
  • Logical CTAs

Designing an insurance website requires in-depth research, a progressive approach, and advanced skills. 

If you need to design a website for your insurance company, contact UGEM. Together, we’ll create something great!

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