Your Agency’s Digital Personality

July 12, 2017 Jayci Morrison

Color emotion guide chartThere are three important components to think about when designing your insurance agency website. Your logo, the color scheme, and the images you’ll use.

But, before focusing on those items you need to ask yourself who your target audience is. They help inform your agency’s digital personality. This is how your website comes across to online insurance shoppers.


Your Agency’s Target Audience

Depending on your target audience, your online personality can sway between professional and friendly.

A more professional personality is better for agencies that focus on older generations. For example, services like life insurance, Medicare, and final expenses.

Insurance websites geared toward younger generations need a friendlier personality. These are your renter policies, travel insurance, and freelance insurance.

Many agencies sit somewhere in the middle of the spectrum. The types of policies they offer and who they cater to can overlap.  

But, for the sake of this post, don’t be in the middle. Your agency must lean one percent in either direction. Where does your agency land? Think about who you are trying to reach. How do you make them feel comfortable doing business with you online?

Now that you've figured out your target audience, let's move to the three important areas to focus on.


1. Your Logo

No matter if your business leans more professional or friendly, you need a logo. According to the Houston Chronicle, logos are “graphical displays of a company’s unique identity.”

A unique identity is exactly what it takes to attract new customers. You’re not the other guy. In fact, you’re way better than him.

With a well-designed logo that represents your agency, you exude trustworthiness. That is a win for any customer.

2. Colors

Choosing colors is not for the faint of heart. Colors have many different meanings depending on the person. Each color has preconceived notions. Check out the chart below that I found on the Visme blog for what I mean.


color meaning and branding chart


Look at each of the brands for each color. There are two caffeinated drinks under the color red. The biggest, arguably most creative, greeting card company is purple. Think of how many technology companies have blue as their main color.

Whether they planned it or not, color says a lot about their company.

Choosing your company’s website color is very important. The easiest way to go about choosing colors is to find your base color. Then, find some complementary colors or analogous colors.

A complementary color is the color opposite of your primary color. An analogous color is the two colors on either side of your primary color. After a few decisions, you’ve got a color scheme.


3. Images

This is the final item to think about for your agency's online personality. The first thing to realize about images is people connect with people. Using images with people in them will connect your audience to you faster.

Also, when choosing images, don’t choose shocking images. Don’t use images that could make people uncomfortable. Choose images that correlate to your clients.

When choosing content neutral images, make sure they have bright colors. And if you can, find images that complement the branding color scheme you chose. This creates consistency and a sense of harmony that your customers will enjoy.

And as a cautionary note, please always pay for your images, unless you’ve taken them yourself.


A website that shows your agency’s personality is important to thrive in this industry. Have a standout professional logo. Use colors that reflect your goals. And, pay for high quality images that help people connect with your agency.

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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