What an Insurance Agency Website Needs

The facts quoted here come from primary sources: Google Business Profile Help on guidelines for representing your business and tips to get more reviews, Google's Maps user contributed content policy, the NIPR license lookup page, the California Department of Insurance Agents & Brokers page, Google Search Central on local business structured data and the schema.org InsuranceAgency type, all checked on 14 November 2026. The rest is our view from building websites for businesses. None of it is legal or compliance advice: your state's department of insurance and your carrier agreements set the rules you work under.

The short answer

Give each line of insurance you write its own page, put one short quote request form on every page, and show the licenses you actually hold, with the states they cover. Name only the carriers you are appointed with and allowed to name. Keep the agency and each public-facing agent on Google Business Profile the way Google's guidelines describe, ask for reviews without rewards, and treat what people type into the quote form as private data.

A page for each line of insurance

Someone searching for "business insurance for restaurants" or "homeowners insurance in [your town]" wants a page about that, not a list of twenty products on your home page. Our view of how to split it:

• Personal lines: auto, home, renters, condo, umbrella, life, and anything you specialize in, such as boats or classic cars.
• Commercial lines: general liability, commercial property, workers' compensation, commercial auto, professional liability, and any industry programs you write, each on its own page if you write enough of it to talk about.
• Benefits or health, if you sell them, on separate pages from property and casualty.

Each page should say who the cover is for, what it usually covers and what it does not in plain words, what you need from the customer to quote it, and which states you write it in. Leave out premium figures you cannot stand behind: a price on a web page that no customer can actually get does more harm than no price. Where it helps, add one or two real questions your team hears all the time and answer them on the page.

If you serve several towns, a page per town only earns its place when it says something specific to that area. Our service area pages guide covers how to do that without thin copies.

The quote request form

The quote form is where the site earns its keep, and it is also where most agency sites lose people. Our view:

• Start short: name, phone or email, ZIP code, the line of insurance and a free text box. Ask for the rest on the phone or in a second step, as our guide to longer quote forms explains.
• Do not ask for Social Security numbers, driver's license numbers, dates of birth for every driver or bank details on a public web form. If you need them, collect them through your agency management system's client portal or a secure upload, not plain email.
• Say what happens next and when: "A licensed agent will call you within one business day" only if that is true.
• Send the form to a shared inbox or straight into your agency management system so nothing waits on one person's email.
• Add spam protection, since quote forms attract bots. Our form spam guide lists the options.

What people type into a quote form is personal and often sensitive, so the form needs a privacy notice that says what you collect and why. Our website privacy basics covers which rules apply and what the notice should say; insurance privacy rules can add to that, so check with your state.

Showing your licenses

Insurance producers are licensed state by state, and a visitor in another state needs to know whether you can help them. Show the license numbers you actually hold, for the agency and for each agent, with the state next to each one, and keep the list current when a license is added, renewed or dropped.

You can also show your National Producer Number. NIPR explains it this way: "A National Producer Number (NPN) is a unique NAIC identifier assigned during the licensing application process. NPNs are assigned to individuals and business entities in the Producer Database (PDB)."

Customers can check a license themselves. The California Department of Insurance, for example, offers a tool to "Search for license status information based on license number or name." Linking your state's lookup page next to your license numbers is a simple way to show you have nothing to hide (our view). Whether your license number must appear on ads, quote pages or emails, and how, depends on your state: ask your department of insurance before launch rather than guessing.

Carriers you represent

A row of carrier logos is common on agency sites, and visitors do use it to see whether you can offer a company they already know. Our view on doing it safely:

• List only carriers you are currently appointed with, and take a logo down when an appointment ends.
• Logos are the carriers' trademarks. Check your agency agreement or ask the carrier's marketing team before you use one, and use the files and colours they give you.
• Do not word it so the carrier seems to endorse your agency, and do not claim you can place every customer with every carrier you list.
• If you are a captive agent, your carrier will usually have its own website rules and templates; follow those first.

The image licensing guide covers the wider question of using images you did not make.

Google Business Profile for agencies and agents

Google names insurance agents as practitioners in its guidelines: "Doctors, dentists, lawyers, financial planners, and insurance or real estate agents are all individual practitioners."

How you set up profiles depends on who works there:

• Several public-facing agents at one office: Google says "The organization should create a Business Profile for this location, separate from that of the practitioner." Each agent's profile title "should include only the name of the practitioner, and shouldn't include the name of the organization."
• One agent at a branded office: Google says it is best to "share a Business Profile with the organization", named "[brand/company]: [practitioner name]". Its own example is an insurance one: "Allstate: Joe Miller" (if Joe is the sole public-facing practitioner at this Allstate-branded location).

Keep the name, address, phone number and hours on your website the same as on your profiles, and link each agent's page on your site from that agent's profile. Our Google Business Profile guide covers setup and the rest of the rules.

Reviews

Google encourages businesses to ask for reviews and to answer them: "As best practice, reply to reviews and share your perspective." What it does not allow is paying for them. Its Maps policy says merchants may not "Offer incentives – such as payment, discounts, free goods and/or services - in exchange for posting any review or revision or removal of a negative review." For an agency that rules out a gift card, a raffle entry or a premium discount in return for a review.

When you reply, do not confirm that the reviewer is a client or mention their policy, claim or premium, even if they did (our view). Thank them, keep it general, and offer to talk by phone. Testimonials on your own site follow similar rules; see reviews and testimonials on websites and Google Business Profile reviews.

Structured data

Schema.org has a type for this: InsuranceAgency, described simply as "An Insurance agency." and placed under Organization > LocalBusiness > FinancialService > InsuranceAgency. Google's local business documentation says to "Use the most specific LocalBusiness sub-type possible", so an agency's home or contact page can use InsuranceAgency with the same name, address, phone and hours as the Business Profile. Do not mark up star ratings from your own review widget to try to get stars in Google; our reviews guide linked above explains why.

A short checklist (our view)

• One page for each line of insurance you write, with the states you write it in.
• A short quote form on every page, with no Social Security or license numbers and a clear next step.
• License numbers you hold, by state, for the agency and each agent, plus a link to the state lookup.
• Only carriers you are appointed with, with their permission to use the logo.
• An agent page for each public-facing agent, matching their Business Profile.
• Reviews asked for without rewards, and replies that never mention a policy or claim.
• A privacy notice next to every form.

Accounting firms, financial advisors and real estate agents have matching guides in what an accounting firm website needs, what a financial advisor website needs and what a real estate agent website needs. If you would rather have it built for you, our website development service builds custom WordPress and static websites made to load fast, rank well and be easy for your team to edit.

Frequently asked questions

What should an insurance agency website include?

A page for each line of insurance you write, a short quote request form, the licenses you hold by state, the carriers you are appointed with, an agent page for each public-facing agent, reviews and a privacy notice for the forms.

Should each insurance agent have their own Google Business Profile?

Google lists insurance agents as individual practitioners. Where several public-facing agents share an office, the agency has its own profile and each agent's profile uses only the agent's name. A sole agent at a branded office shares one profile named like "Allstate: Joe Miller".

Can an insurance agency put carrier logos on its website?

Only for carriers you are appointed with, and only with their permission, since the logos are their trademarks. Check your agency agreement or ask the carrier, and remove a logo when the appointment ends.

Can I give customers a discount for leaving a Google review?

No. Google's Maps policy does not allow merchants to offer incentives such as payment, discounts or free goods or services in exchange for posting a review.