How to Design Your Insurance Website for Conversions

girl with cell phone

Designing a website for conversions sounds simple, but it can be difficult. Most people in the website design space feel like they know what works best.  

But, specific design elements that convert well on one website might not work the same on another.

The good news is there are some simple rules that can apply to all websites. Let’s dive in to what a few of those are so you can make your insurance agency website as productive as possible.

Hick’s Law

Hick’s Law states the time it takes to decide increases with the number and complexity of choices.

In other words, the more options you give someone, the less likely it is they will choose one. This applies to navigation, calls to action, links, and more. Think simple.

People are busy. They don’t want to have to think about what to do next. Consider streamlining your calls to action.

Instead of listing every line of business on your homepage, focus on your top 4. Or, if possible, focus on your primary line of business and put the others somewhere else.

You might be a do-it-all agency. But, you shouldn’t overwhelm someone with all the options right off the bat.

F Layout

Research shows that most people view a webpage in an F pattern.

F pattern heat map 

Why do people do this?

Do a Google search and look at the page’s layout. Your original search is at the top left. Then the results go down the page and you read them left to right.

F pattern lines

Optimize your website to match this. Put your logo, phone number and navigation elements in spots 1 and 2. Then put your primary calls to action in either spot 3 or 4.

Have something on the page you need to add, but don’t want it to be a focus? Put it a little further down and on the right.


There’s a lot of talk about what colors to use on your website. What color is best for calls to action? Which colors convert best? What color makes people happy?

But, what’s most important when it comes to colors is contrast.

Let’s say your website is two shades of blue. You don’t have a third color to use as a call to action, like orange or red. Simply put, your website won’t convert well. If your call to action blends in, then it isn’t calling anyone to act.

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These calls to action all have contrast. Your eye jumps straight to them. So, instead of worrying about your colors, worry about how you can make your calls to action pop.

If you design your website with these rules in mind, you will start off ahead of your competition. There’s always room to improve your website so don’t be afraid to make tweaks and test out the results!

About the Author

Phillip Long

Phillip Long serves as the primary contact point for all of ITC's search engine optimization clients. As the internet marketing product manager, he coaches and guides insurance agents throughout the SEO program, ensuring they progress smoothly. Phillip's specialties include conceptualizing marketing campaigns, SEO, and customer service. He has a bachelor’s degree in interdisciplinary studies from the University of Texas at Arlington with a focus in management and communication.

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