If you work in insurance, then you already know that trust is everything. Your potential customers are making decisions that help them to protect their family, their home, their vehicles, their business, and they’re doing this online without having to speak to a human being first.
This means your website isn’t just a digital brochure but a first impression, even a sales pitch and a credibility check. People come to your site expecting to make a purchase. They’re looking for insurance, and if your website doesn’t deliver what they need, they’ll exit and head to the next one they find to spend their money.
So how can you make sure your website is actually doing the heavy lifting it needs to? It needs the right pages, and that’s exactly what I’ll go through in this guide. I’ll explain the absolute essential pages, the ones that most brokers and insurers get wrong, and how smart copy (with a bit of added content strategy) can turn a half-decent website into one that actually gets conversions.
The pages every insurance website needs
Okay, let me start with the non-negotiables. These are the pages that, if missing, could actually cost you conversions before visitors even consider getting a quote.
The homepage (duh)
Yeah, a really obvious one, but it’s not so much about simply having a homepage, but about what’s on it.
It’s not the place to explain everything about insurance in graphic detail, starting with its history in 16th century England. Not to be mean, but your future customers don’t care.
It is the place to immediately answer the question every visitor is asking: Can this brand help me? Do they have what I need?
Within the first few seconds of landing on your site (yep, people really work that fast), a visitor should know what you offer, whether it aligns with their needs and if they can trust you. A strong headline, a clear subheading and a call to action are the bare minimum (though if you need a copywriter to help you with this stuff, 👋).
The focus here is on your customer. Not about how long your business has been around, where you came from or where you’re going.
Product or service pages
The biggest mistakes I see insurance brands make with their web copy is a lack of service pages. Cramming multiple products onto a single page might feel efficient, but it’s a conversion killer.
You need a service page for EVERY type of insurance you offer, not just a page that has it all shoved into one. I’d even consider going a little niche to cover all aspects (e.g. a car insurance provider may also want a page for motorbike insurance, van insurance, etc). This means you can speak more directly to the person who will be making the purchase, answering their specific questions and addressing their fears or motivations, instead of doing this on a page that vaguely targets everyone.
An About page
Before any person makes a purchase, they’ll (perhaps subconsciously) make sure they can trust you. Is their money going on what you say it’s going on? How can they trust that you’re a business who can provide what they need when they need it?
An About page is part of this trust building. It’s an opportunity to show them who you are, a bit of your personality and why they should purchase from you.
But I would avoid simply writing about your company history. Instead, the best About pages explain why that history matters to the reader (why is it beneficial to them that you’re made up of a small team? Why does it matter that you have 20 years’ experience?), and this should boost their mental trust score.
A Contact page
Another obvious one, but some companies really do make it difficult to get in touch with them. Hidden contact pages, buried email addresses or phone numbers, and AI services that prohibit the user from speaking to an actual human. This can really put people off, particularly if they’re trying to enquire about a particular product or service.
Your contact page should tell people exactly how to reach you, when you’re available, and, crucially, what happens after they make contact. When you can reduce uncertainty at this stage, you’re stopping the risk of people exiting your site before they’ve converted.
An FAQs page
Insurance comes with a lot of questions, so an FAQs page is a must. The page shouldn’t just be reems of text in paragraphs however. Instead, the questions should be at the top of the page so the user can click the one they’re after and be taken straight to the specific section. Jump links are the best way to do this, but drop downs can also work as well.
When an FAQ page is executed well, it can double as a useful SEO asset, capturing the specific questions people are Googling when they’re actively looking for the kind of insurance cover you provide.
A copywriter can help an insurance provider come up with these FAQs by doing in-dept keyword research and analysis. Alternatively, you might have your own list that customers ask time and again.
A testimonials or reviews page
I’m looping back to trust here, and what better way to demonstrate trust than with reviews from real customers? Reviews are something most customers check before they make a purchase, to see what other people think of the service or product. A few bad ones could put someone off.
People are likely to check sites like Trustpilot for reviews, but it’s still worth having a couple on your homepage and a dedicated page that shows the experiences your clients have faced.
What pages do most insurance companies get wrong?
I’ve worked with plenty of insurance companies as a copywriter and digital marketer of 9+ years, including Markel Direct, Caunce O’Hara, Zurich, Age Co and Chill Insurance, so I like to think I’ve seen a lot in those 3,287 days.
Sometimes, there are pages that are consistently underperforming because the copy isn’t doing its job. This is particularly noticeable when the pages are getting traffic, but the conversion rate is low (less than 2%).
Feature-heavy product pages
The most common mistake I see on insurance product pages is a wall of policy features with very little explanation of what those features actually mean for the customer.
“Up to £1m liability cover” is a feature, but what does it really mean for the user? “Cover that protects your business should a client make a serious claim against you” is a benefit. The first doesn’t resonate with them, but the second shows them why it’s important.
Good product copy, particularly within the field of insurance, translates the technical into simple language that anyone can understand. Your customers aren’t insurance experts – they expect you to handle that aspect for them. Instead, your insurance copy should anticipate their needs, address their fears and guide them clearly to the next step, whether that’s getting a quote, calling your team, filling out a form or downloading a policy summary.
Vague homepages
A homepage that tries to target everyone generally resonates with no-one. This is particularly common for insurance sites that target both personal and commercial clients, and it can be a tricky one to overcome. The copy becomes so broad and generic that it loses specificity. So, is the fix to have multiple homepages? Absolutely not.
Instead, consider your navigation and how it’s structured. This can allow customers to more quickly find the route that is more specific to them. You may want to split your homepage into sections, starting with a broad headline and then having a section for personal insurance, with a clear call to action, and then a section underneath for commercial insurance. AXA and Direct Line do this quite well, separating all their products clearly so the customer can pick the one they’re looking for without having to scroll for miles.
An overly complicated quote page
If your quote page is unnecessarily complicated, glitchy or just difficult to use, your conversions will go to die. This page is the ultimate one for making conversions. It’s where your user has arrived because they’re checked out your website, decided you have something they need, checked your reviews and they’re completely ready to go ahead.
So when your form takes 20 minutes to fill out, has no context or no explanation of what happens after it’s filled in, or is so glitchy to use they physically can’t fill it in, you’re missing out on a tonne of sales.
If someone abandons a quote form, it’s not because they’re suddenly decided they don’t need insurance, but because the page didn’t give them the confidence to follow through with the quote.
This is why smart copy on this page is essential (and a form that actually works on all devices). The copy should:
- Reinforce why this is a good decision (“protect your sentimental belongings starting today”)
- Explain exactly what the next step is (“fill in our handy quote form and we’ll phone you within 24 hours)
- Remove uncertainty about what information they need to provide (“just tell us how much cover you need and we’ll calculate the rest”)
Small copy tweaks at this stage can have a significant impact on your conversion rates, so have a think about what your quote page or form could be missing.
How can you apply content strategy to find the pages you actually need?
Lots of people think that, when it comes to website copy, more is better. But actually, what you’re potentially doing is diluting the authority of your pages and actually harming your chances of ranking.
What you may choose to do instead is understand the pages you need by looking at search intent. Search intent is the reason behind someone’s query.
When someone types “van insurance for courier drivers” into Google, they are looking for something a bit more specific than just van insurance, so if you have a page that speaks directly to their situation, you’re far more likely to rank for that term and convert once the visitor arrives on the page. BUT I wouldn’t recommend a page for every search term to do with van insurance (van insurance for pizza drivers, young drivers, personal use, window cleaners) as this is getting far too specific.
So, how can you decide what pages are going to be beneficial?
Start with your customer’s questions
Write down every question your customers ask before, during and after buying a policy. What is confusing them, what are they worrying about, what do they Google before contacting you?
Those questions become the blueprint for your site structure. Some of them are going to be product-related questions and point towards dedicated product pages. Some are informational-related and point towards blog content or FAQ pages. The key here is that these questions help you to build a site around customer need, and not business want.
Do some keyword research
Once you have your list of customer questions, keyword research can help you to understand the search volume, but also find any queries you might not have thought of.
There are free tools to help you here, like Google Keyword Planner, but also some paid-for tools that are well worth the money. I use SE Ranking, and that can be paid for monthly, cancelling it when you no longer need it, but there are others, including Ahrefs, SEMrush, Answer the Public, etc.
This research should help you to make decisions about which product pages to prioritise, and whether you should create niche landing pages for specific customer scenarios.
Create copy for each stage of the customer’s journey
Not everyone who visits your site is ready to buy. Some are still researching, trying to understand what it is they need. Others are comparing providers, sizing you up against your competitors. Then there are those who are ready to get a quote or make a purchase.
A solid content strategy should outline the pages and the copy that are needed for each of these stages. Educational content is important for early-stage visitors who want to know more first. Detailed product information is useful for those comparing. Clear CTAs are necessary for those who are ready to buy.
Your insurance website must serve the right purpose for the right visitor at the right time so that it can become a genuine sales asset and not just a pretty picture.
If you feel like your current website is bringing in traffic but not converting, that’s usually a content or copy problem (and is very much solvable).
The businesses I work with see real improvements: lower bounce rates, more quote requests, and increased trust among customers.
If that sounds like something your insurance website needs, I’d love to help you figure out where to start.
No responses yet