Industry
An insurance agency website that gets each quote request to the right agent
Someone looking for insurance usually has a specific need: a car they just bought, a house closing next month or a business that needs a certificate. We build websites for independent insurance agencies with a page for each line of coverage, a quote request that asks the right questions for that line and never asks for a Social Security number, a page that tells current customers who to call about a claim, and a way for anyone to verify that your producers are licensed. The site does not describe coverage or give advice.
- Lines
- A page and a quote form each
- Claims
- A page for who to call
- Producers
- Named, with a license check link
- Based in
- Cedar Grove, NJ
Lines of coverage
A page for each line you sell
People search by what they need to insure. An agency page that lists every line in one paragraph loses to a page that answers one need.
Auto, home and renters
Three separate pages. Each says who the line is for, what the agency needs to quote it, and how long a quote usually takes. Do not describe coverage terms; point to the carrier's policy documents for that.
Small business lines
General liability, commercial auto, workers' compensation and a business owner's policy each get a short page with the details an agent asks first. A restaurant owner and a contractor need different questions.
Life and health
Only if your producers are licensed for them. A page for a line you do not write misleads visitors and wastes their time.
Certificates and changes
A page for current customers: how to request a certificate of insurance, add a driver or change an address. This one page can cut phone calls to the office.
NJ licensing
Producer licensing and what New Jersey says about identifying yourself
Insurance producers in New Jersey are licensed through the Department of Banking and Insurance (DOBI). The rule at N.J.A.C. 11:17A-2.6 says that before soliciting, a producer must tell the person the name as it appears on their license, whom they represent and the nature of that relationship, and must give proof of licensure to a prospective customer who asks (rule text). The rule names the Department's online licensee search as one acceptable proof, and it says nothing about an agency's own website or about posting license numbers.
So the site names each producer as the license names them, and carries a link to the state's license lookup for anyone who wants to check. Consumers also search for exactly that, so the link is worth having.
We do not interpret DOBI's other rules, including those on agency names and advertising. The agency and its counsel settle how your name and advertising read under those rules, and we publish what they confirm.
Wording
What the site says about carriers and prices
Carrier logos only where you are appointed
A logo suggests a relationship. Show it only for carriers you are appointed with, and only in the way the carrier allows. If the carrier has brand rules, follow them.
Instant quotes only through your rating tools
If you hold an appointment with a carrier whose rating tool can be embedded, the form can hand off to it. Otherwise the site collects the request and a producer returns the quote.
No coverage promises
The site does not say a policy covers a given loss, and it does not say you will get the lowest price. Describe how you shop: which carriers you quote and how fast you reply.
Search
Getting an independent agency found on Google and Google Maps
Most people searching for insurance compare an online brand with a local agent. Local search is where an independent agency has the edge.
The Business Profile with your real name
Use the agency's real name, the right category and the hours the office keeps. Keep the phone and address matching the site. Our Google Business Profile guide lists each step.
Producer pages and a claims page
Each producer gets a page with the lines they handle. The claims page says whether to call the agency or the carrier first, and gives the number for each carrier you work with.
Pages for the niches you actually write
Restaurants, contractors, landlords or trucking: if you place those risks regularly, a page for each describes what the agency asks and does. Pages for niches you do not write add nothing.
Reviews without rewards
Ask clients after a claim is settled or a policy is placed, and never tie a gift to a rating (FTC rule).
Tools
Tools and how much they fit an agency
The fit is partial, and the demos below show sample customers from other trades.
A board for quotes and renewals
The customer sales board moves a lead from quote requested to quote sent to bound, with a call-back date. A renewal list fits the same board. It uses sample customers.
Quote intake by phone
We can build AI phone answering to take down a quote request and pass it to the right producer, with no advice on coverage. The demo is a restaurant walkthrough, and no live version exists for an insurance agency.
Speed on a phone
Test the current site with the website speed test.
Your agency management system stays
We do not replace the software that holds your policies. A connection from the quote form into it is a custom software project, scoped after we see what yours accepts.
Try it
Try the customer sales board
Move sample customers from new lead to won job, add a lead in seconds, and see who needs a call back today.
Questions
Insurance agency website questions
Does the site have to show our agency license number?
The producer identification rule, N.J.A.C. 11:17A-2.6, says nothing about an agency's own website or about posting license numbers. It does require producers to identify the name on their license when soliciting and to give proof of licensure on request, and it names the Department's online licensee search as one acceptable proof, so we add a link to that lookup. Confirm anything further with DOBI or your attorney.
Can the site give instant quotes?
Only through rating tools your agency is appointed with. The standard build collects a quote request and routes it to a producer. If a carrier offers an embeddable rater and your appointment allows it, we can hand off to it.
Can we show carrier logos on the site?
Only for carriers you are appointed with and in the way the carrier permits. Each carrier has its own brand rules, so check them before we place a logo.
Can we write about what a policy covers?
We keep the site to what the agency does and to general explanations of each line. Statements about what a specific policy covers belong with the carrier's documents and your producers, not in site copy.
Next step
Tell us which lines you write
Send your site, your carriers and your producers. We reply with a written proposal for the line pages, the quote forms and the claims page.