Build an insurance agency website that turns visits into quote requests
Visitors to an insurance agency website want to know two things: do you arrange the cover I need, and how do I get a quote. Existing clients want a third: who do I call about a claim. Build the site around those routes, ask for the details each kind of quote really needs, and leave the regulatory wording to the firm.
Three routes from the homepage
An insurance broker's homepage has more traffic types than most professional sites, and each wants a different first click. Make all three visible without scrolling:
- "Get a quote"
- For new business. Leads to a choice of cover types, each with its own quote request.
- "Make a claim"
- For clients with a loss. Gives the claims phone line, hours, what to have ready and any insurer helplines you're allowed to publish.
- "Manage my policy"
- For changes, renewals and documents: the phone number or email for your client services team, or a link to your existing portal.
The claims route matters more than it looks. A client who can't find the claims number in a stressful moment remembers it at renewal.
Pages for each kind of cover
Write a page for each line you actually place, organised the way buyers think rather than by insurer product codes. Commercial brokers might split by trade ("Insurance for builders", "Insurance for restaurants") as well as by cover (liability, property, fleet, professional indemnity, cyber). Personal lines brokers might group by life stage or asset: home, car, landlord, high-value contents, travel.
Each page should say who the cover is for, what it typically protects against, common exclusions or conditions to be aware of, which details you'll need for a quote, and roughly how long a quote takes. Don't quote premiums or imply a price you can't honour; explain what drives the price instead.
Quote requests that collect the right details
Every cover needs different information, and a single generic contact form leads to a long chain of follow-up emails. Plan the fields per product:
| Cover | Fields to ask for |
|---|---|
| Business liability | Trade, turnover band, employees, years trading, claims in the last five years, renewal date. |
| Commercial property | Building use, construction type, rebuild value estimate, security, postcode. |
| Landlord | Number of properties, tenant type, postcode, current renewal date. |
| Fleet | Number of vehicles, vehicle types, drivers' age range, use. |
On Anticode, the standard contact form on design-engine pages has fixed fields: name, email and a message. For structured quote forms like these, use a custom form tied to a site function (up to 30 plain-text fields per form, with your own heading and message on the thank-you page), or ask Anticode to build the quote request as an app. Either way the answers reach you through the same submission pipeline, sealed at rest and emailed to you. Don't ask for bank details, policy numbers or medical information on the website; collect those through your own secure processes.
Routing requests to the right team
Once requests arrive, connectors send each one onward. A common setup: commercial requests go to a Slack channel the commercial team watches, personal lines requests become rows in Google Sheets or Airtable, and anything with an email address can go into HubSpot. A webhook can pass submissions to your broking platform or CRM if it accepts them. Each submission is sent once, without retries, so keep the owner email on. The route contact form enquiries workflow goes through it step by step.
Regulatory details and trust
Insurance distribution is regulated almost everywhere, and the firm's status, registration number, complaints procedure and any ombudsman details usually need to appear on the site. Your compliance function owns that wording; paste it in exactly as given and keep it in the footer of every page. Anticode's generated Privacy Policy and Terms are a starting point that reflects what the site collects, not legal advice, and should be checked by whoever handles data protection at the firm.
Because the site collects personal data, Anticode won't publish it until the account owner and the person publishing have two-factor sign-in turned on, and an access log keeps the last 200 reads, exports and deletes of form data. For the look, Swiss (Inter Tight) or Technical (IBM Plex Sans) keep dense information readable; a blue or green action colour reads as steady.
What Anticode doesn't do for brokers
- No live quotes or rating engine: quote forms collect details, and your team prices them.
- No client portal, policy documents or renewals online; published sites have no visitor accounts.
- No file uploads, so photos of damage or schedules can't be attached to a form.
- No compliance review of financial promotions or product descriptions.
For other regulated professional sites, see the pages on financial advisers and mortgage brokers.
Questions people ask
Can each type of cover have its own quote form?
Yes, as custom forms (up to 30 plain-text fields each) or app forms with the fields each product needs. Standard design-engine contact forms have fixed fields: name, email and a message.
Can quote requests go into our CRM?
Through connectors: HubSpot for submissions with an email address, or a webhook to a system that accepts them, plus Slack, Google Sheets or Airtable.
Can clients upload documents for a claim?
No. Forms collect text only. Give claims contacts and tell clients how to send documents through your usual channels.