Insurance Agent Websites: Options & Key Considerations - Western Asset Protection
insurance agent websites

Insurance Agent Websites: Options & Key Considerations

As your insurance business grows, there will come a time when the logical next step is to improve your online presence by launching a website for your business. Although this may seem like a major undertaking, there are many options available that make building your first website simple.

Why You Need a Website

If you’re still on the fence about whether you need a website, there are some compelling reasons that should convince you that a website is necessary for any insurance agent.

A website can help you achieve the following four objectives:

1. Reach more potential clients. If you lack an online presence, many potential clients will never be able to find you. With a website, they may be able to find you online while searching for the solutions you offer. Furthermore, if your competitors don’t have websites, having one yourself will give you an edge.

2. Engage clients online. Many insurance clients prefer to research and connect with agents online before committing to a phone call or an in-person meeting. A website enables them to conduct their own research before they reach out to you.

3. Provide an overview of all your services. It’s important to inform clients and prospects of all the ways you can help them. If someone calls you about Medicare, you may not want to bring up other options like life insurance and annuities right then. However, your website can plant the seeds for future cross-selling.

4. Build credibility. Clients want to make sure they’re receiving advice and services from someone they can trust. Having a website will establish your business as legitimate and credible.

What You’ll Need

Websites can have many features — some are optional, others are crucial. When building your first website, stick to the basics initially and consider adding other elements later, as you determine which features best meet your insurance clients’ needs.

Building a website is a little like building a house – you need an address (the domain name), a piece of property (the hosting server) and a structure to place at the property (your website). Here are some additional details:

#1: Domain name

The first thing a website needs is a domain name, also known as your website URL. This is made up of two parts: the top-level domain (TLD) and the second-level domain (SLD).

  • The TLD is the end of the web address, such as “.gov” or “.biz.” As an insurance agent, your best option is likely “.com.”
  • The SLD is the first part of your web address — for instance “google” in “”
  • The TLD and the SLD combine to create your URL. This is the address customers use to find you.
  • Before choosing your domain name, check that the name you want to use isn’t too similar to that of another business, as this could lead to confusion or even trademark infringement claims.
  • Register and purchase your domain name from a domain registrar such as GoDaddy or Network Solutions. The last thing you want is to begin branding only to discover the name you picked is unavailable.
  • Your domain registrar is also where you usually set up your branded email address.

#2: Website hosting subscription

In simple terms, the website host provides the server where your website will reside. The hosting company keeps the server operational, healthy and secure so you don’t have to worry about that part of the equation.

Choose the right web hosting provider by considering your website needs. If your website is built in WordPress, choose a host that has a WordPress-friendly hosting package. If you have specific e-commerce, security or speed requirements, they could also influence your hosting decision, although most insurance agents just need basic hosting services.

There are countless website hosting services, and many also offer domain registration services so you can purchase both at the same time. Companies to investigate include WP Engine, Bluehost, GoDaddy and Network Solutions.

It’s important to note that some templated or semi-custom website options come with website hosting built into the service, so it’s important to determine to know your website build strategy before purchasing a hosting service.

#3: Your website

Once you have a domain name and hosting company, you can start building the website. Returning to our house analogy, this is the actual structure. Building a home is a much more time-consuming process than acquiring a street address and lot — the same goes for building a website. However, there are ways to complete the process with relative ease.

How to Set Up a Starter Website, Quickly and Inexpensively

You have three main options for building a website. What you choose will influence both the cost and the time you invest.

Option 1: Use a website builder / templated approach.

Many website hosting companies, such as GoDaddy and Network Solutions offer website builders, so you can build a simple website yourself, even if you have no previous experience with web design. Depending on the complexity of the final result, this will take anywhere from a few hours to several weeks. Packages start at $12.99 per month, and often include a domain name in addition to design tools and other features.

Website Builder Option At-A-Glance:

  • Design: Easy, using pre-established design templates.
  • Content: You will have to write your own content.
  • Time to launch: Very fast.
  • SEO: Some search engine optimization features available.
  • Initial cost: Low.
  • Ongoing cost: Low.

Option 2: Choose a semi-custom website.

Another fast way to build a website is to purchase a “semi-custom” option. It’s even possible to find canned options specifically for insurance agents, such as Insurance Splash, Bright Fire or Insurance Website Builder. You may find other options by searching online for “insurance websites” or similar phrases.

These providers typically offer pre-established website templates that can be customized with your logo, brand colors and contact information. These options typically involve less up-front costs, but a higher monthly fee. If you use their “canned” content, you may not rank in search engines, and some competitors may have a very similar website design. Nevertheless, this is a faster, easier choice than building a completely custom website.

Semi-Custom Option At-A-Glance:

  • Design: Easiest option – these providers usually set up the customizations for you.
  • Content: Easiest option – these providers often provide prompts or templated content you can customize.
  • SEO: Some SEO optimization may be available.
  • Time to launch: Fast.
  • Initial cost: Low.
  • Ongoing cost: Moderate.

Option 3: Build a Completely Custom Website

A final option is to contract a company to build a completely custom site. The cost to do this varies widely — from $2,000 to $20,000 or more, depending on the scope — and it usually takes one to three months to complete. This option is worthwhile if you want a completely hands-off approach to building your website and want your site to be unique.

It’s a good idea to look for a designer who uses WordPress, and most do. WordPress supports a variety of media types, themes, and plugins, meaning you’ll be able to achieve the appearance and gain all the functions you want for your website.

If you opt for a custom website, consider investing in branding at the same time. This will mean you create a logo and color palette that is consistent across your website and marketing materials like your business cards and brochures.

Custom Option At-A-Glance:

  • Design: Enjoy a completely unique website design.
  • Content: Your web designer may or may not provide content development services. Make sure you understand who is responsible for writing the website content.
  • SEO: High degree of SEO optimization available.
  • Time to launch: Slowest.
  • Initial cost: Moderate to high.
  • Ongoing cost: Low.


As with all Medicare marketing materials, it’s important to create a compliant website. Be sure to include TPMO disclaimer below and follow all applicable CMS marketing guidelines.

“We do not offer every plan available in your area. Currently we represent [insert number of organizations] organizations which offer [insert number of plans] products in your area. Please contact, 1-800-MEDICARE, or your local State Health Insurance Program (SHIP) to get information on all of your options.”

Why It’s Important to Start Now

As you build a website, remember that nothing is set in stone, and your first iteration won’t be your final iteration. Just like when you purchase a house, you should plan to enhance and update your website’s functionality, appearance and content over time. If possible, you should plan to add new content to your website frequently.

If you hold off on buying a house, there’s an opportunity cost. Real estate prices, interest rates and real estate availability change. Similarly, there’s an opportunity cost to waiting to build a website. While you delay, your competitors are establishing an online footprint, securing the best domain names and ranking in the search engines.

Even if a less expensive option is all you can afford right now, it’s best to get your website established, keeping in mind that you can always enhance, improve and upgrade later on.

Need help? Western Asset Protection does not build websites, but we can assist with the design elements and assets for your website. Contact us to learn more.