How to write an About page for an insurance agency

Write it for the prospect deciding whether to call you, not as a history of your agency. Say who you help and where, show your name and a real photo, give the license details someone could check, explain in a few plain sentences why you do this work, describe what working with you is like, and end with one way to reach you. That's the whole job. Most agency About pages fail it the same way: they could be moved to a competitor's site by changing the name.

Why is the About page worth the effort?

Because insurance is a licensed, personal purchase, and at some point a careful prospect wants to see who they'd be trusting. Agency Revolution, a vendor that builds agency websites, calls it "one of the most frequently visited pages on insurance agency websites."

The honest counterpoint: we couldn't find independent data showing how much an About page moves conversions for agencies, and you'll see confident claims online that nobody has measured. So check your own analytics before you believe anyone, including us. Even if the page gets modest traffic, the people who open it are checking you out on purpose, and a generic page gives them nothing to go on.

What should an insurance agency About page include?

Eight pieces, in roughly this order. The right column is what we'd cut on sight.

If you have staff, give each person a name, a photo and a role. Someone may open this page looking for the person they spoke with last year. And if your agency name has a story, such as family initials or a local landmark, tell it in a sentence, because that's a detail no competitor can copy.

How do you write the story without sounding like a brochure?

Answer these out loud, record yourself, and edit the transcript. Most agents talk about their work far better than they write about it.

1. How did you end up doing this? A parent's confusing enrollment, a claim that went badly, a career change. One real event beats a paragraph of values.
2. Who do you do your best work for? Naming them tells everyone else, politely, whether you're the right fit.
3. What do clients say surprised them? Often it's mundane, like you answered on a Saturday. Mundane is believable.
4. What happens after someone signs up? Prospects worry about being forgotten. Tell them what the next year looks like, and only promise what you already do.
5. What would you tell a friend to watch out for? A little candor does more for trust than any adjective.

Write in the first person if you're a solo agent. "I" reads like a person, while "we" from one licensed agent reads like a costume. In a larger agency, open with a short note from the owner, then use "we" for the team. Here's the difference in practice:

Before: "With a passion for excellence, our agency provides personalized insurance solutions tailored to your unique needs."

After: "I got into Medicare after watching my dad try to sort through his mail at the kitchen table. I've worked with Knox County families ever since, and I review every client's coverage with them each fall." (Only use details that are true of you. Those are invented for this example.)

Should you put your NPN on your website?

We recommend it. NIPR describes the NPN as "a unique identifier assigned to licensed insurance producers," and it's separate from your state license numbers. Publish it beside your license type and states.

One practical wrinkle: NIPR's NPN lookup asks for a Social Security number, license number or agency FEIN, so it's built for finding a number rather than checking a stranger. A consumer is better served by the NAIC's Insurance Agent/Broker Search, which takes a first name, last name, city and state and shows whether the person is licensed and for which products. Link to it, or to your state insurance department's lookup. Inviting that check says something by itself.

We didn't find a rule saying every agent must publish an NPN, and state advertising rules differ, so ask your state insurance department or carriers if you're unsure.

Does the About page help with Google and AI search?

It can support both, and no page guarantees either. Google's helpful content guidance asks, "Is it self-evident to your visitors who authored your content?" It also says "our systems give even more weight" to content aligned with strong E-E-A-T on topics that could significantly affect people's health, financial stability or safety, and insurance decisions plainly touch those. We cover how that applies to agents in what E-E-A-T means for an agent's website.

For the technical side, mark the page up with Person schema using jobTitle, worksFor, knowsAbout and sameAs, then point your article bylines at it. Google's article markup documentation names an "about me" or bio page as a valid author.url. Our schema guide shows which types go where.

AI companies don't publish how their assistants judge an agent, so we won't pretend to know. What we can observe is that a page stating your name, agency, lines and service area in plain sentences is easy for a model to read and quote. That's one piece of the method in our AEO guide for insurance agents.

One warning from the same Google page: avoid "fabricating creator profiles," including AI-generated headshots, made-up names and false credentials. A phone snapshot of the real you beats a polished picture of nobody.

What should you keep off the page?

• Claims you can't document. Skip "best," "No. 1" and "top-rated" unless you can show the source. Awards should name who gave them and when.
• Any hint of government endorsement. Under 42 CFR 422.2262, Medicare Advantage communications and marketing may not claim to be recommended or endorsed by CMS, Medicare, the Secretary or HHS.
• Client details. Don't use a story or testimonial that identifies a client without their permission, and check testimonials with your FMO or carriers first.
• A page without your disclaimers. If you sell Medicare for more than one organization, 42 CFR 422.2267(e)(41) requires the third-party marketing disclaimer to be "prominently displayed on TPMO websites." Your About page shouldn't be the page where it goes missing, along with your non-affiliation language.

These are your obligations as the agent, and this isn't legal advice. Confirm the wording with your FMO and carriers before you publish.

Frequently asked questions

Where we fit

You can write this page yourself in an afternoon, and you should supply the story either way, because nobody else knows it. Every site we build includes a real About page with your credentials and schema in place, on your own domain, live in 7 days. Here's exactly what's included.