Website design for insurance agencies

Insurance Agency Website Design

An insurance agency website built around the lines you write, the carriers you represent and the way your office quotes. Built free, hosted from $29.99 a month on Basic; Starter, $69.99 a month and free for the first 30 days, adds the weekly search work that gets the agency found for the coverage it sells.

Build a site free and see it first See If Google Can Find You - Free

By Theo. Updated September 28, 2026.

One page per line you write: auto, home, umbrella, life, business owner's policy, general liability, workers' comp
Quote requests go to your rater's quote link or a short form; quoting, binding and payments stay in your systems
A claims and service page with every carrier's claims number, billing portal and ID card path
Hosting, changes typed in chat and, on Starter and Pro, weekly coverage and town pages, all handled by Theo

From $29.99 a month on Basic. Starter is free for 30 days.
Rated 4.6 out of 5 on Trustpilot from 26 reviews
10,000+ sites built
Your first build is on Theo: see the site before you decide

An independent agency gets found two ways: someone searches for a kind of coverage in their town, or searches the agency by name after a referral. The site has a few seconds to show it writes that line, here. Theo builds that site from a chat about your lines, carriers and producers and hosts it for $29.99 a month on Basic. Starter, $69.99 a month and free for the first 30 days, adds the ongoing search work: a page per coverage line and town, fixes and indexing, every week. The first build is free. EZLynx, an insurance-software company, publishes no price as of September 2026.

In Theo's audit of 5,974 small business websites, 51 percent of the 381 professional services sites with search data got an estimated zero visitors a month from Google search, and 73 percent got fewer than ten. See the research.

What the site needs

What an insurance agency website needs

A shopper wants four answers fast: does this agency write the policy I need, does it write it where I live, how do I get a quote, and who would I be dealing with. An existing client wants a fifth after hours: where do I report a claim. Each element below settles one of those.

A first screen that says what you write and where

The top of the home page names the lines and the towns in one sentence a caller could repeat: 'Home, auto and small business insurance for Cape Coral and Fort Myers', not 'protecting what matters most'. Two buttons sit under it: 'Get a quote', which goes to the rater link or the request form, and 'File a claim', which goes to the claims page. Below them: the office address, the phone a producer answers, the hours and the licensed states. A visitor who arrived from a search for commercial auto insurance in your county knows within one screen that they are in the right place.

One page per coverage line

Auto, home, renters, condo, umbrella, life, business owner's policy, general liability, workers' comp, commercial auto, professional liability and flood each get a page of their own, and only the lines the agency writes. Each page says who buys it, what it covers, what a producer needs to quote it and which carriers can place it, and ends in the quote button. A page per line is what lets Google show the agency for 'workers comp insurance' or 'landlord insurance' rather than only for its name, and what a referral reads to confirm the office handles that policy. Nothing is padded with lines the agency cannot place.

Pages by client type

A landlord, a contractor, a restaurant owner, a new driver's parent, a small employer and a nonprofit board each ask different questions, so each gets a short page in its own vocabulary. The contractor page covers general liability, certificates of insurance for the general contractor and coverage for tools on the truck; the landlord page covers dwelling coverage, loss of rent and the umbrella; the parent page covers adding a teen driver and what changes the premium. BrightFire calls these persona pages in its feature grid; Theo writes them from a chat about who actually calls the office, and each ends in the quote button.

A quote path through the tools you already run

The site sends a shopper into the quote path the office already uses. If the agency has an online quote link from its comparative rater or a carrier, the 'Get a quote' button goes straight there. If it quotes by phone, the button opens a short request form that asks for a name, a phone or email and a short message, such as the coverage wanted and the renewal date, and the page says how soon a producer calls back. The form never asks for a VIN, a date of birth, a driver's license number or a Social Security number; the producer collects those on the call.

Service and claims kept apart from sales

An existing client adding a car or asking for a certificate of insurance should never land in a quote form. A service page gives the office phone and email for policy changes, ID cards, certificates and billing questions, and links each carrier's billing portal. A claims page lists every carrier's claims phone number and claims link, marked for after-hours use, so a client with a kitchen fire at midnight finds the number without calling the office. When a carrier changes its claims line or the agency loses an appointment, one line in chat updates the page.

Proof a visitor can check, and the license where the state wants it

Producer bios carry a photo, the lines each one handles, the states each is licensed in and a direct phone or email. A link to the agency's Google reviews sits next to the quote button, not on a page nobody opens. Carrier logos appear only with each carrier's permission and only for current appointments. The licensed states go in the footer, plus the license number where your state requires it on advertising, and the hours match the Google Business Profile listing to the minute. Years in business and the number of carriers appear exactly as you give them.

Who this is for

Which agencies this fits

Theo fits the independent agency with an owner, a few producers and a CSR or two, where the owner is also the marketing department and the site has not changed since the last management system migration. It fits a new agent who needs a site before the first renewal cycle, and an agency already on an insurance website vendor's platform. Quoting, the client portal and premium payments stay in the rater, the management system and the carriers' portals, and the site links to each. An agent whose carrier supplies the agency site should check that carrier's advertising rules first.

Before you decide

What agency owners ask first

Three questions, in the words owners ask them, and the answers that settle the plan.

We have three producers and no marketing person. Who keeps the site current?

The owner, or a producer or CSR the owner invites as a collaborator, by typing the change in chat: a new producer, a dropped carrier, holiday hours, a new claims number. On Starter and Pro the weekly coverage, town and client-type pages, the fixes and the indexing are Theo's job and use no chat credits, so the office's only recurring task is reading the weekly report.

We are on an insurance website vendor's platform now. What moves and what stays?

Paste the current address and Theo matches the look, then rebuilds the pages with the lines, carriers and towns filled in. The rater, the carrier portals and the management system stay where they are and the new site links to them. The old addresses that still get traffic or carry links are redirected to the matching new pages once Search Console is connected, on every plan, and on Starter and Pro the new pages are submitted through it; the old site stays live until the domain moves.

I am a new agent with no book yet. Do I need the search work from day one?

Not necessarily. Basic at $29.99 a month gives a new agent the site a referral checks: lines, licensed states, a bio, a quote path and the towns served. Starter, $69.99 a month and free for the first 30 days, is for the agent who wants calls from people searching for a line in those towns; the earlier it starts, the more pages exist when the book needs them. Build the site free first and decide after the preview.

Included

What Theo handles

The build

From one conversation about the agency, Theo writes and lays out the home, coverage-line, client-type, carriers, team, claims, service, reviews and contact pages, with the quote button and the claims link on every one. An agency replacing an old site pastes its current address and Theo keeps the look clients know. Nothing is public until the owner publishes.

Hosting and security

Theo hosts the site and serves it as a static site over HTTPS: no database to patch, no plugin to update and no policy documents stored on it, since those live in the management system and the carrier portals it links to. Every form on the site asks for a name, contact details and a short message, nothing more. Hosting is inside every plan, Basic included.

Changes in plain English

Type 'add a flood page under home', 'take that carrier off the carriers page and the claims list' or 'move commercial lines above personal lines' in the chat and Theo makes the change; drag a new producer's headshot in and it goes on the team page. Basic includes 1,500 chat credits a month, Starter 4,500 and Pro 7,000; a small edit uses a little, a new page more, a redesign the most. Top-up credits roll over and never expire.

Ongoing search work on Starter and Pro

Theo researches the searches people in your towns run for each line you write, builds the coverage, town and client-type pages and the posts that match, fixes technical issues, improves page speed, submits each new page through Search Console and works toward citations in ChatGPT and Google AI Overviews. It runs continuously, draws no chat credits and compounds over months: the agency that starts in July has six more months of pages built by the January renewals.

Google connections and listings

Once the domain is live, Google Analytics and Search Console get connected. The Boost checklist then walks the owner through Google Business Profile, Apple Business Connect, Bing Places, Yelp and Facebook, so the agency name, suite number, phone and hours match on every listing a shopper checks before calling.

Reports, conversion work and the pixel

On Starter and Pro, the Growth tab lists every page built and every fix made, and a weekly report lands in the owner's inbox. Over time the growth work also refines copy, calls to action, layout and page flow, so the quote button and the client-type pages get better at turning a visit into a request. If the agency runs Meta or TikTok ads for a line, the pixel goes on the site.

Process

How it happens

Tell Theo about the agency

Lines, carriers, producers and the states each is licensed in, the towns you write in, how a quote happens today and where a claim should be reported. Paste the rater's quote link, the carriers' claims and billing pages and the current site's address if there is one, and Theo keeps the look. The first build costs nothing and comes before any plan or trial.

Read the preview as a client would

The first preview is usually ready in minutes: a first draft of every page, on a working address that is not yet the agency's domain. Read it on a phone the way a shopper would: does the commercial auto page say what a quote needs, is the claims page one tap away, does the team page show the right licensed states. Drag in headshots, then ask for what is off: 'commercial lines first', 'the claims page in the menu', 'that carrier off'. Publish when it reads right.

Publish, then move the domain and connect Google

Theo walks the owner through pointing the agency's domain at the new site, root and www, turning off forwarding or parking at the registrar and leaving the email records alone, or the owner buys a domain inside Theo. The current site keeps serving clients until the registrar's records update, usually within a few hours, so a client can always reach the claims page. With the domain live, the owner connects Google Analytics and Search Console and works through the Boost checklist. Once Search Console is connected, any old address that still gets traffic or carries a link is redirected to the page that replaced it, on every plan, so a bookmarked claims page still lands where it should.

The search work starts

On Starter or Pro, with the domain and both Google connections in place, the growth work switches on: coverage, town and client-type pages and posts each week, technical fixes, page speed work and each new page submitted through Search Console. The owner reads all of it in the Growth tab and the weekly report; none of it uses chat credits. On Basic the site changes only when the owner asks in chat.

Pricing

What it costs, in full

The site, hosting and chat editing start on Basic. Starter adds the ongoing search work and is free for the first 30 days.

Plan	Per month	Ongoing search work	Chat credits	Best for
Basic	$29.99	Not included	1,500 a month	Owners who just want their site live and easy to update.
StarterFree for 30 days	$69.99	Included, uses no credits	4,500 a month	Owners who want the site handled without heavy publishing volume.
Pro	$129.99	Included, uses no credits	7,000 a month	Owners who want more capacity, more publishing, and more room to experiment.

No contract, cancel anytime, and you own the site and its content. Top-up credits roll over and never expire. Full pricing and what credits are.

Reviews

What customers say

Rated 4.6 out of 5 on Trustpilot from 26 reviews.

Theo is the best in the game. I was originally forking over hundreds of dollars for a website hosting service only to be on the third page of Google search, but with Theo, I have a gorgeous site constantly optimizing SEO and actually getting me conversions. Truly life changing stuff, couldn’t be more grateful

Greg on Trustpilot

Theo is a fantastic platform, not only from a build and usability standpoint, but in terms of real, measurable performance. The platform is intuitive, well thought out, and easy to work with. More importantly, we saw significant lifts in a remarkably short period of time, and the analytics gave us a clear view into what was driving it. It has been genuinely impressive to see how quickly Theo makes an impact.

Tom Drymalski on Trustpilot

This tool is amazing! Truly the best bespoke AI tool that I've come across in the past year. The website design capabilities are tremendous, and even though I've only experienced 2 months of how Theo can support with SEO, the increases in traction we saw were significant. I've been telling everyone I know who could benefit from Theo to start using it today.

Josh Buoy on Trustpilot

Compare

Theo against the alternatives

	Theo	Insurance website vendor	DIY builder
Monthly cost	$29.99 Basic for the site and hosting; $69.99 Starter with the search work, free for 30 days; $129.99 Pro	EZLynx publishes none as of September 2026; a demo or trial signup comes first	The builder's subscription, plus the owner's evenings
Published price	Yes, on the pricing page and on this one	EZLynx lists none as of September 2026	Yes
Time to a first draft	Usually minutes for the first preview	After a demo or trial signup on EZLynx's page; the vendor sets the rest of the schedule	Whenever you finish filling in the template
Who writes the coverage-line and client-type pages	Theo, from one conversation about your lines	Insurance product pages and persona pages are on BrightFire's feature list	You, between renewals
A new producer or a dropped carrier	One line in chat	The vendor's editor (BrightFire lists a CMS) or a support request	You, in the editor
New pages and posts after launch	Weekly on Starter and Pro; uses no chat credits	BrightFire lists weekly blog posts in its feature grid	None unless you write them
Quote, claims and service links	In the first build, to the tools the agency already runs	Forms, webchat and text messaging on BrightFire's list	You add each by hand
Ownership and leaving	Yours: site, pages, photos; cancel any month and copy the site and images to move	Set by the vendor's terms	The content is yours; the site stays on the builder

FAQ

Questions buyers ask

How much does an insurance agency website cost?

With Theo, the site and hosting are $29.99 a month on Basic, and the first build is free before any plan. Starter is $69.99 a month, free for the first 30 days, and adds the weekly search work; Pro is $129.99 a month with more weekly pages and read-only site code access. Beyond the plan price, the paid extras are top-up credits, a domain bought through Theo and the optional backlink packages in the Boost checklist. The website cost guide covers what design shops charge, and pricing explains what a chat credit is.

How long until the site is live?

The first preview is usually ready in minutes. After that the calendar belongs to the agency: read the pages as a client would, send changes in chat, collect headshots, publish when it reads right. The domain moves when you say so, and the old site stays up until the registrar's records update, usually within a few hours.

Do I own the website?

Yes. The coverage pages, bios, office photos and the site itself are yours; Theo hosts them. If you sell the book, you pass the site along by copying the site and images to wherever the buyer hosts, and on Pro the code is also readable through a read-only GitHub connection.

Can I cancel?

Any month, with no term contract. If you sign up before the January renewals and decide in April that referrals are enough, you cancel from the account; the confirmation shows the date the subscription ends, and the site stays live until then so you can copy it first.

Is Theo an insurance website builder?

Not in the drag-and-drop sense. There is no editor to learn and no template to pick: you describe the agency, Theo writes and lays out the pages, and changes happen by typing them ('add a flood page under home', 'put the claims number in the header'). A builder gives you the tools and the weekends; Theo gives you the site and, on Starter and Pro, the weekly search work.

Will the site bring in quote requests?

Google decides rankings, and Theo does not promise one. What Theo does on Starter and Pro is the work behind quote requests over months: a page for each line and each town, built so the agency can show for 'commercial auto insurance' in its county and not only for its own name, plus the technical fixes and Search Console submissions that get those pages read. In Theo's audit of 5,974 small business websites, 48 percent of the 4,027 sites with search data got an estimated zero visitors a month from Google search. If the agency has a site today, the free audit shows what it gets from Google search now, with no login, and the guide to getting on Google explains each step.

Can the site quote, bind or take premium payments?

No. Quoting and binding stay in the rater and the carrier portals, premium payments go to each carrier's billing page, and the site links to all of them. The 'Get a quote' button opens the rater's quote page and the service page links the management system's client portal; each keeps its own logins, data and payments.

Can I see insurance agency websites Theo has built?

The examples page shows demo sites Theo built to show the shape; the CPA firm demo is the closest to an agency, with services for individuals and businesses, a secure portal link and a team page with credentials, which an agency site swaps for coverage lines, the rater link and producer licenses. Live customer sites in insurance are shared on request, where the owner has agreed to it. The quickest way to see your own is the free first build.

Your industry

Questions specific to what you do

Which insurance tools does the site work with?

Whatever the office already runs, by linking to it: the comparative rater's or a carrier's online quote page, each carrier's claims and billing portals, the management system's client portal if it has one, and Calendly, Acuity or Square Appointments for coverage reviews. Theo runs none of these; when the agency changes raters or management systems, the links change with one line in chat.

Can carrier logos go on the site?

Only with the carrier's permission and only for current appointments; a carriers page with names alone works until the carriers have been asked. When an appointment ends, one line in chat removes the logo, the carrier's name from the coverage pages and its claims line from the claims page, so a client is never sent to a carrier the agency no longer represents.

Where do licensing and service area go?

The licensed states go in the footer beside the office address and on each producer's bio, with the license number wherever your state requires it on advertising. The towns and counties the agency writes in get a line on the home page and, on Starter and Pro, a page each over time, so a search for a line plus a town lands on a page about that town; local business web design explains how town pages and the listings work together.

What should the site say to existing clients about policy changes and certificates of insurance?

Give them a service page of their own, reachable from the header, so they never land in the quote path. It says how to request a policy change, an ID card or a certificate of insurance, by phone, email or the management system's client portal, and what the office needs for each, and links each carrier's billing page for payments. A contractor who needs a certificate before tomorrow's job finds the path in one tap.

Does the site help with Google reviews and the Google Business Profile listing?

In two ways. The site links to the agency's Google reviews next to the quote button, and it carries the same name, address, phone and hours as the Google Business Profile listing, which you set up through the Boost checklist. Review requests come from the producer after a policy is bound.