3 Rules You Should be Breaking on Your Insurance Website

April 9, 2018 Jayci Morrison



Design is a creative endeavor. But, there are actually a lot of rules designers have to follow when creating a website.

For example, we use white space to bring attention to certain elements. We make buttons large, bright and clickable. Rules like these keep websites easy to use and navigate.

But, I like to think some rules are more guidelines than hard and fast rules you must follow. So, with that in mind, here are three rules I think you should break with your insurance website.

1. Bold Backgrounds are Bad

Bold background colors aren't for everyone, and bold is always a risk. But, risks pay off sometimes.

A bold color can set your website apart. Check out Mixd's website.

Mixd.com screenshot

The first time I opened it, I was greeted with a bold Kelly green website with minimal white text.

Then, when I refreshed the page, up popped a bright red. Another refresh and a bright yellow greeted me.

Scroll through the rest of the website and you’ll see the images are life-sized with larger than normal text. Mixd is a great example to follow if you're trying to incorporate boldness into your website.

But before you go bold, remember to look at your target demographic. Younger generations are likely to respond well to a bold design. Older generations are less likely to like this bold new approach.


2. Don't Use Script Fonts

This is my least favorite rule. Go to fonts.google.com. On the right hand side there are categories. Un-click them all except Handwriting and then check the number of remaining fonts. I got 130.


Google fonts page screenshot


That means there are 130 web-safe fonts (a font that won't break the website it's used on) that imitate handwriting.

Now, out of 130 fonts, there are plenty I wouldn't dare use on a business website. So, don't go crazy with this option and make your website illegible.

But, check out this recent website we created. They sent us their logo and I used a script for the important things and a simple sans-serif for everything else. 


Connect TX insurance website


If script or handwriting style is in your agency's personality, don't be afraid to use it. It can help show your agency's individual style and set you apart from competitors.


3. Keep Things Symmetrical

It can be hard to break this rule. Symmetry looks great, feels great and makes people comfortable. But, there are small things you can do to try this intriguing style.

In this example, slanted buttons match the slanted sections. I love how it flows and it's such a sly way to get away with asymmetry. 

insurance website assymetry


If you want to go bolder with your asymmetry, you can try a medium-sized image on one side of the page and blank space on the other.

Check out what Stripe did on their website. They have angled images, an angled background, and unequal text. (And check it out, a bold background!)


stripe website screenshot

Whichever rule you choose to break, remember to keep your brand identity and customer demographic in mind. If you feel like your website is trying too hard, so will your customers.


About the Author

Jayci Morrison

Jayci Morrison is a design and media specialist on ITC's Insurance Website Builder team. She's responsible for giving each website its distinctive look and then bringing that look to life. She also has a hand in creating AgencyBuzz email templates, ITC marketing collateral, and any other design needs the team has. When she's not staring at a computer screen, she can be found anywhere outdoors with her husband and their two dogs.

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