Tips for Creating an Independent Insurance Agent Website

Developing a website for your business is an exciting step in creating an online presence and additional resource for your clients and prospects. The following pointers can help structure your approach, saving you time and hopefully a few headaches along the way.

One of the first considerations to building a website for your business is whether to create & design the website yourself or have a professional do this for you. We recommend having a professional web developer build and support your website when the budget allows. There are a number of advantages to having a professionally built site:

• In most cases, you’ll end up with a website that’s compatible with all the latest mobile technologies.

• You can expect a design that’s different and stands out.

• The design is customized to fit your brand’s needs and wants.

• The website can be coded to load the web pages faster.

• It saves you time and hassle.

• It’s likely to be more search engine friendly, meaning it may get you more organic traffic.

• Future modifications can be made and any problems that arise will be addressed more quickly.

The alternative to using professional web designers is a do-it-yourself website development service like GoDaddy or Squarespace. You may want to use one of these services because you like designing things yourself or because you lack the budget it takes to hire a pro. In either case, just be aware you’re trading off spending money for having to put a LOT more time into designing your own site.

After deciding how your website is built, you need to make decisions on what content appears on the site and how that content is formatted. We recommend you have at least three pages on your website: an About page, a Services page, and a Contact page. They don’t have to be called this, they just need to serve their appropriate functions.

About Page. Tell people about yourself! Include more than the standard name and qualifications – share some fun facts, ideas, experiences, etc. Build your brand by telling people how long you’ve worked in the health insurance industry; if you’re new to the industry, talk up your licensing credentials. Present yourself as a valuable resource by communicating your expertise.

Services Page. Describe the services you provide in a way that’s compelling and immediately communicates the benefits to the consumer.

Contact Page. Detail all the ways current & prospective clients can reach you: phone, text, email, snail mail, Skype, etc. – any and all that apply! This is also a good place to include a description of the area/s you service, ie. “Greater L.A.” vs “Los Angeles County” vs “Southern California”.

The following tips for writing the content for your website can help improve the visitor’s experience and ultimately increase conversions:

Digestible Chunks – people don’t read websites; they scan them for what they’re looking for. Keep this in mind and consider emphasizing headers and using bullet points when appropriate.

Give Readers What They Want – if you have a blog on your website, make its content relevant to readers’ problems and update it regularly. Nothing screams “I’m lazy” or “I don’t care” more than going to a blog and seeing a single post from three years ago.

Arrange – put the most relevant content/information at the top.

Make It Conversational – you want to be professional but trying to sound smart usually has the opposite effect.

Make It Easy to Understand – industry jargon and unfamiliar words confuse and turn away readers.

Format Content Correctly – use brief sentences and break paragraphs into small chunks.

Use Compliant Terms – ie. do NOT use “Med Supp” to refer to Medicare Supplement Insurance

Use Imagery to Help Tell Your Story – websites that only have a bunch of words are dull and boring. Use a professional photo of yourself on your About page and consider using engaging photos/illustrations from websites like or

Keep in mind a couple of the do’s and don’ts to creating a website designed to promote your Medicare insurance services:

                • You MUST adhere to CMS compliance guidelines, including using a compliant designation such as “Licensed Insurance Agent.”

                • You must NOT promote the Annual Enrollment Period (AEP) prior to October 1st or after December 7th.

Congratulations! Your website is written, designed and ready to launch. Now what? Tune in to the next blog for tips to driving traffic to your website and improving your online presence.

As a National Marketing Organization that works with thousands of independent agents, we understand you have options when it comes to choosing your NMO partner. That’s why we work diligently to provide each agent/agency with the tools, resources, and individual support they need to succeed. If this information is valuable and you want to know more about the services we provide our agent partners, please contact us at or 888-745-2320. 

Important: the information provided is current and accurate to the best of our ability at the time of posting. Compliance standards change often, and we advise regularly checking with your NMO partner to ensure you’re conducting business within current state and national compliance guidelines.

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