Building Insurance Websites That Convert and Earn Trust

Insurance websites are tricky to get right. People visiting these sites are often dealing with claims after an accident, shopping for coverage they don’t fully understand, or trying to compare policies filled with industry jargon. As an agency, you’re building something that needs to simplify the delivery of this complex information and also build trust.

At White Label Agency, we’ve partnered with agencies on projects across many industries, including insurance. Through these projects, we’ve learned what works and what doesn’t for these clients. This article shares the best practices for insurance website development, from the technical foundation to the design choices that build trust. 

Why Insurance Sites Are Different

Insurance company visitors are often confused or worried when they arrive on the site. Think about it: someone shopping for car insurance is comparing deductibles, coverage limits, and terms they might not fully understand. Someone filing a claim just had something bad happen. Your site needs to help both people, and they have very different needs.

The rules around insurance also affect what you can say and how you say it. You can’t make vague promises or skip important details. Every claim needs to be accurate. This means content often requires legal review before it goes live, which changes how quickly you can make updates.

Security is another big difference. Quote forms ask for Social Security numbers, health information, and financial details. If that data gets leaked, it’s not just embarrassing. There are real legal consequences. So everything from where the site is hosted to how forms work needs extra attention.

What Every Insurance Site Needs

Some features show up on every insurance site we build. They’re not nice-to-have additions. We think they’re core to how the site works. Below, you can see what we deem as “must-haves” for every insurance company website design.

Quote Forms That Don’t Scare People Away

Quote forms are usually the first time someone actually interacts with an insurance company through the site. These forms need to get enough information to create accurate quotes, but if you ask for too much too fast, people leave. We’ve found that showing questions gradually works better than dumping everything on one page. Start with the basics: what kind of insurance do they need? Where do they live? Then show more specific questions as they go.

The technical side matters too. If the form reloads the page every time someone answers a question, it feels clunky. People get frustrated and quit. Forms that check answers in real-time and save progress work much better. If someone leaves halfway through and comes back later, they shouldn’t have to start over.

Policy Pages That Make Sense

Insurance policies are legal documents, and people need to see the details. But just throwing PDF files on a page doesn’t help anyone. What works better is breaking information down. Create a page for each type of insurance. Start each page by answering the questions people actually ask. Then add more detailed information for people who want to go deeper.

Tables work really well for comparing different coverage levels. People can see the differences at a glance instead of reading through paragraphs of text. Here’s an example of how you might show home insurance options:

Coverage Level	What’s Included	Deductible	Monthly Cost
Basic	Property damage, liability	$2,500	$85
Standard	Everything in Basic + theft, weather damage	$1,500	$125
Premium	Everything in Standard + jewelry, electronics, backup coverage	$500	$175

Tables like this help people understand their options quickly. Just make sure they look good on phones too, since lots of people browse on mobile. For documents, good search is important. When someone needs a claims form at midnight, they need to find it fast. Let people filter by insurance type, document type, or situation. And make sure PDFs actually work on phones.

Claims That Don’t Add to the Stress

Filing a claim is stressful. Someone’s car is damaged, their house flooded, or they’re dealing with a health issue. The last thing they need is a confusing website making things harder.

Different types of claims need different paths. Someone reporting a car accident needs different information than someone filing a home insurance claim. Split these up from the start so people aren’t clicking through irrelevant options.

Claim tracking helps a lot. People want to check on their claim without having to call. A simple login where they can see the status makes a difference. Keep the language simple: “We’re reviewing your claim” is clearer than “Claim in adjudication.”

Agent Directories People Can Actually Use

If an insurance company has multiple agents or offices, people need a way to find the right one. Some people want a local agent. Others want someone who specializes in business insurance or speaks their language.

Good search and filters matter here. Let people search by location, insurance type, languages, and when agents are available. Show photos and contact information. This personal touch helps before people even have their first conversation. If you can add appointment booking, even better. When someone can schedule a call or meeting right from an agent’s profile, you’ve saved everyone time.

Design That Builds Trust

People buy insurance based on trust. They’re paying for a promise that the company will help them later when something goes wrong. How the site looks affects whether they trust that promise.

Keep It Stable

Insurance company website design should feel reliable. You don’t need a boring site, but you also don’t want lots of flashy animations or weird navigation that makes people unsure.

Color psychology matters. Blues and greens tend to feel stable and professional, which is why you see them on lots of financial and insurance sites. You don’t have to use blue, but whatever colors you pick should stay consistent throughout the site.

Text needs to be easy to read. Insurance content can get long and detailed. Pick fonts that stay clear at different sizes. Make the text big enough that people don’t have to zoom in, especially since older people make up a big part of insurance customers.

Show That Data Is Safe

People need to see that their information is protected. An SSL certificate is baseline, but there’s more you can do. Security badges near forms help. So does linking to your privacy policy in visible spots. A dedicated page explaining data handling in plain language makes a difference. What happens to their information? How is it protected? Who has access? Answer these questions directly and link to this page from forms.

Consider adding a security section in the footer with certifications, compliance standards, and contact information for privacy questions. These elements signal that data protection is a priority.

Prove You’re Legit

Show any industry awards, ratings, or memberships. If the company has good ratings from the Better Business Bureau or strong financial scores, display those. Just double-check everything before you publish it because insurance is heavily regulated.

“People shopping for insurance want to see that others have had good experiences. Use testimonials, but make them specific. “Great service” doesn’t tell much. “They processed my claim in three days and the agent called to check on me,” is more believable,” explains our Account Manager, Jack.

Getting People to Take Action

Insurance sites need to educate people and turn them into leads. The tricky part is that insurance shopping involves a lot of research before someone is ready to commit.

Forms That Feel Right for the Moment

Where you put forms and what you ask for matters. Someone reading about life insurance shouldn’t see a form asking about their car. Match the form to what they’re reading about.

Forms with multiple steps work better than one long page, but only if each step makes sense. If you’re asking for a quote, you might start with what kind of insurance they need, then basic information about them, then specifics about what they want to insure, then how they want to be contacted. Show a progress bar so they know how many steps are left.

Chatbots That Actually Help

Chatbots can be useful on insurance sites, but only if they actually answer questions. A chatbot that just says “I can help you with that” and then doesn’t is worse than no chatbot at all.

Focus the chatbot on common questions: what does this coverage include? How do I file a claim? When is my payment due? Build a good set of answers it can pull from. When it doesn’t know something, it should hand off to a real person smoothly.

“When the chatbot pops up matters too. If it appears the second someone lands on the homepage, it can be annoying. Better to wait until they’ve been there for 30 seconds, visited a few pages, or are sitting on a form without filling it out,” Jack adds. 

Different Options for Different People

Not everyone who visits is ready to buy. Some people are just starting to research. Others are comparing a few companies. Some are ready to get a quote.

For people early in their research, offer helpful resources: guides about choosing coverage, checklists for comparing policies, or calculators that help estimate what they need. Ask for minimal information, maybe just an email. You’re building a list of people who might be ready to buy in a few weeks or months.

For people further along, offer quote requests, consultations, or tools where they can customize a policy. These ask for more information but signal higher interest. Pay attention to which pages lead to conversions. If lots of people request quotes after reading about business insurance, that tells you something. Do more of what’s working.

Using WordPress for Insurance Sites

WordPress runs a lot of insurance websites. It’s flexible, has tons of plugins, and grows with the company. But insurance website development on WordPress needs careful planning, especially around security and speed.

Keeping It Secure

WordPress is popular, which means it’s a target for hackers. For insurance sites with sensitive data, security can’t be an afterthought. Start with good hosting. Managed WordPress hosting that includes automatic updates, daily backups, and security features is worth the cost.

Set up two-factor authentication for anyone who logs into the admin area. Limit how many times someone can try to log in to stop brute force attacks. Use a security plugin like Wordfence or Sucuri to watch for problems.

For forms that collect personal information, make sure data is encrypted when it’s sent and when it’s stored. Really sensitive stuff like Social Security numbers shouldn’t just sit in a regular WordPress database. You might want to use a third-party service that specializes in handling this kind of data securely.

Picking the Right Plugins

Plugins add features to WordPress. For quote forms, Gravity Forms or WPForms let you build complex forms with conditional logic. That means the form can change based on previous answers.

For managing policy documents, plugins like Download Monitor let you track who downloads what and restrict access if needed. For booking appointments with agents, you can integrate Calendly or use Bookly.

Don’t go hard with plugins. Each one you add is another potential security hole and another thing that can slow down your site. Look through your plugins regularly and delete anything you’re not using.

Making It Fast

Insurance sites have a lot going on: tons of content, multiple forms, documents to download. If you don’t optimize, all this slows the site down. Slow sites lose visitors.

A few things that help:

• Caching: Save versions of pages so they load faster
• CDN: Use a content delivery network to serve images faster
• Compress images: Photos of agents and offices can be big files. Compress them before uploading
• Lazy loading: Only load images when someone scrolls to them

Check your site speed regularly with tools like Google PageSpeed Insights. People shopping for insurance often look at multiple sites. If yours is slow, they’ll just go somewhere else.

How We Help Agencies With Insurance Projects

Building insurance sites means dealing with technical complexity, strict security needs, and specialized features. A lot of agencies find it helpful to work with WordPress developers who know insurance website development. This lets the agency focus on strategy and client relationships while someone else handles the technical side.

We work with agencies by building the WordPress foundation, setting up security, and creating custom features. We handle the technical stuff: server setup, security audits, form encryption, and speed optimization. For agencies that work with multiple insurance clients, this approach keeps things consistent. The technical foundation stays solid across projects while the design and content change for each brand. 

If your agency builds sites for insurance companies regularly, bringing in a specialized WordPress partner can help you speed up projects and take on more clients. We handle the parts of insurance website development that need deep WordPress knowledge, so you can focus on strategy, design, and keeping clients happy. Contact us today to learn more about how we can help.