How to Get Started with an Insurance Website Redesign

December 22, 2020 Zach Weeks

Your insurance website ages as design preferences change and technology develops. What was once a modern and professional website may now be not as effective or impressive as it once was. 

If it has been more than a few years since you updated your insurance website design, it is likely time for a refresh. This is why your website is never finished.

What are your goals for your insurance agency website in 2021? Do you want your website to be a better resource for your clients? Do you want to attract new business or modernize your website for today’s consumers? You can achieve these goals with a website redesign.

Here’s how to get started with redesigning your insurance agency’s website.


Step 1: Identify Your Target Audience

Contrary to what many people believe, your first step is not design, branding, colors, or images. You start the insurance website design process by identifying your target audience.

This is the specific group of consumers whom you want to target. They are the group whom you want to work with. The ones who are the most receptive to your products, services, and story.

Here’s an example of knowing your target audience. A physical therapist may have different target audiences, like athletes recovering from injury. Or senior citizens looking to increase mobility. Or middle-aged men or women with back pain.

If the owner of a physical therapist’s office is looking to build a website, they would want to be sure that they were appealing to all of these audiences.

Different groups of people use different language and like different imagery. Knowing your target audience will inform your insurance website design. This understanding can also deepen your connection with them and increase conversions.

So, a great way to identify your target audience would be to ask yourself this question. Why are people coming to my website? Are they…

  • Why would someone need a policy from my agency?
  • Trying to learn more about my agency?
  • Trying to get a quote?
  • Trying to submit a claim or other service request?

Knowing who is on your website and why will assist you in creating your insurance website design.

Here are some examples.

In the example above, an agency specializing in auto insurance has a button to get a quote on their homepage. This takes the website visitors straight to their quote form. This improves the experience by reducing navigation steps. It also helps the agency accomplish its lead generation goals by making the call to action obvious.

In this second example, the agency offers many buttons. One to contact the agency and one to request a quote. There are also buttons to the lines of business they write. This agency understands its target audience. Their website goal is to make it easy for these different audiences to find what they need.

You can see how your target audience and their goals can influence your design. That is why you must identify your target audience before selecting your website design.


Step 2: Select Your Website Design

Now that you understand your target audience, the next step is one of the easiest parts (and most fun!)... Choosing a website design.

Most importantly, providing your website creation team with all your desires, goals, and information about your target audience.

A good website provider will already know about industry standards of design and technology. However, the secret ingredient to long-term website success is making it for your target audience. (See step one.) If your provider isn’t asking about your audience, bring it up in your design conversations. Otherwise, you might end up with a website that won’t resonate with your target audience.

Here are some more examples of designing your website for your target audience.

This agency offers Medicare policies. They know their target audience is primarily senior citizens. Their goal was to create a simple design that makes navigating and learning as easy as possible.

When your audience is more tech-savvy, you can use features like dropdowns or icons. Like in the example below.

Once you’ve selected a design, it’s time to decide on your website's design elements.


Step 3: Choosing Your Website Elements

Your insurance website design consists of different elements. Each element contributes to how people interact with your website and affects their connection to and trust your brand.


The Logo

Many of you already have an agency logo and won’t consider changing it. However, the importance of a logo to an agency cannot be overstated.

“A logo anchors an agency’s brand and becomes the single most visible display of the agency within the target market” – Jason Gillikin

Your agency logo represents the identity of your agency. ITC has gone through multiple different logo updates to ensure it looks modern and fits with our brand.

If you already have a logo for your agency, we recommend that all logos contain an icon to be used elsewhere less prominently on your website, assets, etc. Consumers can then create a connection with both your agency name and its logo. A great example is the Wal-Mart smiley face or the Target bullseye. Both of which have gone through multiple makeovers.

We also recommend matching your agency logo to your branding. A logo can play a large role in bringing your whole website together. Here is a great example of the two points mentioned above.

The icon in the logo matches the branding of the website. It can also be used throughout the website without the full logo being included.

If you aren’t looking for a logo redesign at the moment, make sure the rest of your website branding matches your logo.



The colors on your website matter. Choosing an appropriate color combination in the website design process is considered one of the most important and often overlooked elements.

“Color can sway thinking, change actions, and cause reactions. It can irritate or soothe your eyes, raise your blood pressure, or suppress your appetites.” – J.L. Morton.

When deciding on a color scheme, keep your target audience in mind. It’s important to use colors relevant to your agency’s brand and relatable to your audience.

What colors make you happy? What’s your favorite color? What’s your product? Get in touch with colors that resonate with you and build on them. Your website should represent you and your brand. But, remember, keep it simple.



The images on your website should represent your agency and what you do. For example, if you exclusively sell commercial insurance, the images should show that. You want the images to reinforce your content and convince prospects of your expertise.

The images in this example make it obvious to a website visitor that this agency sells auto insurance.

You can also see a clear connection between the color schemes, the images, and the agency on the website.

  • The image and logo represent cars.
  • The color scheme of blue, green, and white are aesthetically pleasing and simple.
  • The Get Started call-to-action button is made more prominent by the use of the color orange.

Altogether, these elements create a pleasing design and a clear focus for website visitors.

Your website is never finished. We recommend refreshing your insurance website design every three to five years. This will keep your website fresh and modern. If one of your new year’s resolutions is to increase your website's return on investment, now is a great time to consider a redesign.

ITC is the leading provider of websites for an insurance agency and would be happy to talk further about the next steps in your website redesign. Contact us today for a free consultation.

About the Author

Zach Weeks

As Content Marketing Specialist, Zach Weeks manages and implements ITC's marketing efforts, spanning customer communications, social media, content, and email marketing. He has a bachelor's degree in editing, writing, and media from Florida State University. Zach enjoys sports writing, competitive gaming, and spending time with his family and pets.

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