Online marketing, like all marketing, is about standing out. It’s differentiating from the crowd – showing off what makes your business and product unique.

Online insurance agency marketing demands time and resources to achieve this, yet agencies too often neglect marketing efforts. Independent agencies have distinct value points and culture, yet their online branding efforts take a backseat. With over 38,000 independent insurance agencies in the U.S., communicating your value proposition is critical. But, all value is lost in a cookie-cutter, template-based website. You’ve worked so hard to build your agency’s brand – why let it get lost in a sea of sameness?

Take a moment to make your agency website stand out.

Show off

Start by clearly defining your value. What is it that makes you stand out in your industry and locality? It could be a niche market, like serving small business owners or emergency service vehicles. Maybe you pride yourself in utilizing the latest technology, or you have great customer service stories. Whatever it is, make it front and center on your website.

Next, show your agency’s personality. Add elements to your site that show off not only what you do, but who you are as an agency. This can be candid photos of staff or even quirky “About Us” descriptions for your leadership. Show off your local team spirit or share a joke – something to show prospects that you’ve got a distinct company culture.

Find out how to make your site engaging, informative and more in our “4 Essential Elements” post


Once a prospect or customer finds your agency website, they shouldn’t have to fumble around to get connected. The first step is optimizing your site for all devices. Web searches are no longer confined to a computer: phones, tablets, and other devices now display web pages, too. Make sure your website is easy to read on each.

If you have a social presence (and you should!), integrate social media with your website. Have links to your social profiles on the footer of each page and include social sharing buttons on any relevant content.


Your agency website should also include intuitive, easy to find forms. Prospects and customers alike will appreciate simple, straight-forward methods to request information. Include ways to file a claim, request policy changes and ID cards, and access certificates of insurance. These easily accessible services not only streamline your operations, they boost your customer connection.

Get tips on how to organize your site for ease of use here


Nothing is worse than a static site. The nature of the online world is that it’s always changing. Stay relevant with new content. Whether it’s sharing industry news or managing a blog, keep things fresh. Switch out photos and mix up your homepage’s featured content. These little updates show your agency is present and dynamic.

It’s also important to use the latest technology. This doesn’t mean you need a cutting edge, highly stylized site. Focus on elements like modern design, navigation widgets, and sticky menus. Look around at other agency sites for ideas and start integrating what works for you.

Is your website up to date? Find out if it’s time to update

Put in the time

Agency websites may be a common thing, but doing the common things uncommonly well is critical to your insurance agency website success. Give your virtual storefront the time and care it deserves. The payoff will be huge.

At SIS, we know and value taking time to craft a quality product that is uniquely “us.” That’s why we continually connect with our clients to improve our Partner XE management system. Each Partner XE update is full of enhancements requested and tested by our clients.

Want to find out what makes SIS and Partner XE unique? Check out our about us page or contact us at [email protected] to get connected today.

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