Guide · Insurance agency websitesThe insurance agency website checklist
What we look at when we audit an agency's website: the first screen, being found, trust, and catching every request. Go through it on your own site, on your own phone.
youragency.com
- A way to ask for a quote on the first screen
- Nothing covering the first screen
- A page for each line you write
- The towns you serve, named
- Something that answers after hours
The first screen
A way to ask for a quote, right away
Someone who came for a quote should see how to ask for one without scrolling. Mile Marker Insurance, a truck insurance agency in our samples (name changed), had no way to ask for a quote on its first screen. The redesign puts a clear headline and the quote button up front.
Nothing in the way
On that same first screen, the first thing you saw was a cookie banner. What a visitor sees first should be about your agency.
Nothing cut off on a phone
Their payment button was cut off at the edge. Open your site on your own phone and look at it the way a client does.
Fast on a phone
Speed and mobile are the first two things we check in an audit. A site should be built to load fast on a phone.
Being found
A page for each line you write
Auto, home, business, trucking: each line you write deserves its own place. Green Valley's sample lets visitors pick Auto, Home, RV, Motorcycle or Business for that line's own page.
The towns you serve, named
Your site should be built to be found in "near me" searches in every town you serve. Local SEO & AI search
Titles, descriptions, structured data and a sitemap
On every page of your site. They tell search engines what each page is about and which pages exist.
Clear, quotable facts
AI answers are assembled from structured, quotable content. Say who you are and where, the lines you write, the languages you speak and how to get a quote, in plain sentences.
Ask the AI assistants yourself
Ask ChatGPT, Gemini, Claude and Perplexity the questions your clients would ask, like "Who can insure my truck near Fontana?", and see whether your agency is named. We run six real prompts in every audit.
Why they should pick you
The carriers you quote
Show them, and check each carrier's logo rules before a logo goes up. Keep the list somewhere you can edit yourself.
Your people and your reviews
Stonestep's sample puts Megan, Ryan and Tessa on the page, each with a client's review.
Your story, in your own words
Hollis Family Insurance's sample tells over 35 years in Fresno, in their own words. Your years, your town and the way you work belong on the page.
Catching every request
Forms that reach a person
Forms and bookings should land in your CRM, calendar and inbox - not a contact page quietly emailing an address nobody checks.
Something that answers after hours
A 10pm chat is still a callable lead at 9am, if something takes the visitor's details. AI assistant for agencies
The questions your agency would ask
A quote request should collect what your team needs to call back. For auto: drivers, vehicles, current policy, coverage and the best time to call.
If you move to a new site
Redirect every old URL
Every old URL should get a 301 redirect, so your rankings and your clients' bookmarks survive the move. Build on a staging address and switch when it's ready, so there is no downtime.
Own what you pay for
Your domain, code, content and analytics should be yours, with nothing locked inside a builder only someone else can log into.
Can you check our site for us?
Every build starts with an audit: speed, mobile, forms, schema, local rankings, and six real prompts to see whether the AI assistants name you. You get the findings with the fix beside each one.
What does the free redesign include?
We rebuild your whole site, assistant included, and email you the link: a real, working website, not a mockup. It's free, and yours to decide on.
Your agency is next
Leave your website and your email. We'll rebuild your whole site, assistant included, and email you the link.
- A real, working website, not a mockup
- Your AI assistant already on it
- Free, and yours to decide on