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The insurance agent website checklist: 12 things yours must have
Open your website in one tab and this list in another. Score yourself honestly — one point per item. Most agent sites we audit score four or five. The sites that actually produce leads score ten or better. Here's the list, with why each item earns its place.
1
A clear answer to "who is this for" in five secondsYour headline should name your client and your lines — "Medicare help in [county]" beats "Welcome to our website" every time. Visitors and AI systems both decide fast.
2
Lead capture wired to a CRM — not just an inboxEvery form submission should land in your CRM instantly, tagged by source, with an alert. Speed-to-lead decides whether the quote conversation happens with you or with whoever called back first.Test it: submit your own form. If nothing pinged your phone, you failed this one.
3
CMS-compliant Medicare contentTPMO disclaimer, non-affiliation language, no banned superlatives, and $0-premium plans never called "free." If any Medicare page on your site fails this, it's a liability, not an asset.
4
A real page for each service lineOne page trying to sell Medicare, life, and home & auto at once ranks for none of them. Each line gets its own page with its own questions answered.
5
Genuinely local pages for your service areaNot one "areas we serve" paragraph — real pages for the counties you work, with real local information. This is how you appear when someone twenty miles away searches.
6
Structured data (schema markup)Organization, FAQ, and Service schema tell Google and AI assistants exactly who you are in a format they parse directly. Invisible to visitors, decisive for machines.Test it: run any page through a schema validator. Empty result = invisible to AI.
7
Content published this month — not in 2022A dated blog is worse than no blog: it broadcasts that nobody's home. Fresh, compliant articles are what keep search engines and AI crawlers coming back.
8
Loads fast on a phone with weak signalYour clients are on phones, often in rural counties. A page that takes six seconds on LTE loses the visitor before your headline renders.
9
License, NPN, and disclaimers in the footerThe boring footer is the last thing a cautious senior checks before calling — and exactly what AI systems scan to verify you're legitimate. Name, license, NPN, hours, required disclaimers, all present.
10
An about page with an actual humanPeople buy insurance from people. A real photo, a real name, and why you do this work outperforms stock-photo handshakes everywhere it's tried.
11
Accessibility basics (ADA/WCAG)Readable contrast, alt text, keyboard navigation. Your market skews older — accessibility is usability for exactly the people you serve, and it's lawsuit protection besides.
12
Your name on the domain registrationNot your web company's. If you can't log in and see your domain registered to you, you don't own your website — you rent your identity.Test it: run a WHOIS lookup on your domain right now.
Scoring: 10–12, your site is genuinely working for you. 6–9, you have a foundation with expensive gaps — fix lead capture and compliance first. 5 or below, a rebuild costs less than the leads the current site is losing you.
The honest disclosure
We build websites for insurance agents, so yes — every item on this list ships standard in a Found Agents build. But the list is true whether you buy from us, hire a freelancer, or do it yourself on a Saturday. Score your site first. Then decide whose Saturday it costs.
Scored below 10?
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