The insurance agent website checklist: 12 things every site needs

Most people who call an insurance agent have already looked them up. A friend mentioned your name, they searched it, and your website had about ten seconds to answer one question: does this person look like someone I can trust with my coverage?

Here is the checklist we use when we build a site for an agent. If your current site misses more than a few of these, it is probably costing you calls.

Who you are

1. A real photo of you. Not a stock handshake. People want to see the person they will sit across from.
2. A short, human biography. Where you are from, how long you have done this, and why clients work with you. Two or three paragraphs is plenty.
3. Licensing details. The states you are licensed in, and your NPN or agency details in the footer. It quietly tells visitors you are legitimate.

What you do

4. One page per product. Medicare Advantage, Medicare Supplement, Part D, life, final expense, whatever you offer. Each page explains who it is for in plain language.
5. A turning 65 page. It is one of the most searched Medicare topics and one of the best ways to meet new clients before their enrollment window.
6. The areas you serve. List the towns and counties. It helps visitors and it helps local search.

How to reach you

7. One clear next step on every page. “Book a free review” or “Call now.” Pick one main action and repeat it.
8. Online booking. Let people choose a time without phone tag. Calendly and Google Calendar both work well.
9. Tap-to-call on phones. Your number should be a link that dials, visible without scrolling.

Why people should trust you

10. Real reviews. Pull them from your Google Business Profile or ask clients directly. Never invent them.
11. The right disclaimers. Medicare pages need the required third-party marketing disclaimer. Ask your upline or compliance team for current wording.
12. A site that works on a phone. Most of your visitors will be on one. If they have to pinch and zoom, many will leave.

Your website does not need to be big. It needs to be clear, current and unmistakably yours.

How to use this list

Open your site on your phone and go down the list. Anything missing is a quick win. If the list feels long, that is exactly the work we handle for our clients: every Agentmark design includes all twelve.

Published by Agentmark, October 15, 2026. This article is general information, not legal or compliance advice.