Insurance agency websites that compete on advice, not price.
Custom Squarespace sites for insurance agencies and brokers — organised by who you cover, with real expertise visible, claims support explained, and a quote route that works. Fixed price agreed before we start, and you own everything.
You cannot win a price comparison. You can win everything that happens after a claim.
Comparison sites own the cheapest-premium search and always will. What they cannot offer is judgement about cover, advocacy when a claim is disputed, or someone who understands a specific trade. Most agency websites compete on price anyway, and lose.
Most insurance agency websites
The comparison-site problem
Competing on premium against platforms with vastly larger budgets. It is an argument you cannot win and should not be having.
The generalist problem
Cover for home, motor, business, liability and travel, listed equally. Nothing signals genuine expertise in the sectors where advice is actually worth paying for.
What we build instead
A site organised by who you cover and what goes wrong for them, with claims advocacy explained, real expertise visible, and a quote route built for complex cases.
- Structure
- By who you cover
- Claims
- Advocacy explained
- Expertise
- Visible by sector
- Quotes
- Built for complex cases
Built for how clients actually choose a broker
Every element below exists because it changes whether a client chooses advice over a premium.
Organised by who you cover
Pages per trade, sector and situation, written around the risks that business actually faces. This is where a broker beats a comparison engine.
Claims support explained
What you do when a claim is disputed. It is the single strongest argument for using a broker and almost never stated on the page.
Expertise made visible
Named advisers, qualifications, years in the market and the sectors they know. Clients are buying judgement, which requires a person.
Regulated status surfaced
Authorisation, registration and professional indemnity presented clearly rather than buried in a footer.
A quote route that suits complexity
A form that captures what a real case needs, so the first reply is useful instead of a request for information.
Findable for the requirement
Pages targeting the cover, trade and compliance searches clients run when a contract or a renewal forces the issue.
Three things we know about how insurance clients decide
You cannot outbid a comparison site, so stop entering the auction.
Competing on premium concedes the argument to platforms with far bigger budgets. Brokers who win do it by making the case for advice, cover judgement and claims advocacy instead.
Claims advocacy is the strongest argument and the least stated.
What you do when an insurer disputes a claim is the whole reason a client uses a broker. Almost no agency website says anything about it, which leaves the best differentiator unused.
Trade-specific pages beat a list of products.
A business searching for cover types their trade and their problem. Pages written for that trade convert at a completely different rate from a generic commercial insurance page.
How your insurance agency website gets built
Four stages, in the same order every time. How long each takes depends on the size of the site — you get the timeline in writing before anything starts.
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01
Discovery
One call and a short form. Which work is most profitable, which you want more of, and what clients ask before they commit.
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02
Copy first
Every page written for you and sent as a document to review. You approve what the site says before you see how it looks.
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03
Design & build
Built custom from a blank canvas — desktop and mobile — with SEO, schema and analytics wired in as we go, not bolted on after.
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04
Launch & handover
If you have an existing site, every URL is redirected so rankings hold. Then training, 30 days of support, and full ownership in your name.
We launch, rebuild, grow and maintain insurance agency websites.
Two fixed-price projects to get the site right, two monthly retainers to keep it working. Most clients start with a project, then add one retainer.
You have the direction. We build it properly.
For companies with their design and content already settled, or moving from another platform without changing the substance. The thinking is done — this is the part where it gets built and lands without incident.
Everything reconsidered, then rebuilt around it
For companies where the site is not just dated but wrong — the wrong message, the wrong structure, aimed at the wrong buyer. We start with what it should say and work outward from there.
Visibility that compounds instead of resetting
Fewer buyers reach a results page at all now — they ask an assistant and act on the answer. Being the source that answer draws on is the work, and it is won slowly rather than switched on.
The web team you would hire, without the headcount
For companies that want the site run rather than repaired. Someone who knows it inside out, works to your rhythm, and gets to things before you have noticed them.
Grow and Maintain can run together after any project. Not sure which you need? The discovery call settles it in thirty minutes.
Questions insurance agencies ask us
Will we lose our current search rankings?
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No. Every URL is mapped and 301-redirected before launch, and rankings are measured either side so nothing bringing in quote requests gets lost.
We cannot compete with comparison sites on premium. What can the site do?
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Stop entering that auction. Comparison engines own the cheapest-premium search and always will. What they cannot offer is cover judgement, trade-specific knowledge and someone who argues with an insurer on your client’s behalf — and that is what the site should sell.
Why does a page per trade matter?
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Because a business searching for cover types its trade and its problem, not commercial insurance. A page written for that trade, naming the risks it actually faces, converts at a completely different rate from a generic product page.
What is the strongest thing we can put on the site?
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Your claims support. What you do when an insurer disputes a claim is the entire reason a client uses a broker, and almost no agency website says a word about it. Explaining it properly is usually the highest-return change available.
Who writes the content — and can compliance review it?
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We write every page and deliver it as a document for compliance review before design begins. In a regulated sector that sequence is not optional, and it keeps later revisions minimal.
Should we publish premiums or indicative pricing?
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Rarely useful in this sector, since premium depends on the risk. What does work is stating how you charge, what a review involves, and what is included — the certainty, without a number that would be wrong anyway.
Can it connect to our quote engine or CRM?
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Usually yes. Quote forms, portals and CRM integrations are handled through native tools, embeds or a connector, and we scope exactly what your platform supports before quoting.
How do we show expertise when clients cannot judge cover?
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Named advisers with qualifications, years in the market and the trades they know. Clients are buying judgement, and judgement requires a person rather than a company statement.
Can our team update it without a developer?
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Yes. Adviser profiles, trade pages, renewal reminders and regulatory updates are all editable in-house, with a recorded walkthrough of your own site. Where sign-off is needed first, the management retainer handles publishing.
What does it cost, and who owns the site?
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Projects start from $3,750, with the exact figure set by page count, functionality and whether existing content is being migrated. You get a fixed number in writing before anything begins — no hourly billing and no scope surprises. Full detail on the pricing page. You own the result outright: the domain, the Squarespace account and every piece of content are in your name from day one, with no agency lock-in.
Compete on judgement,
not on price.
Thirty minutes, free. We work out what the site needs to do and tell you straight whether we're the right team for it. Not ready to talk? Have us pull your current site apart on video instead.
