Website Design For Insurance Agents Strategy #3: Use Clear Calls to Action (CTAs) That Drive Results
Your website might be beautifully designed, but if it doesn’t guide users toward action, it’s not doing its job.
For insurance agents, every site visit is an opportunity. Whether that means booking a consultation, requesting a quote, or downloading a helpful guide—your call to action is what turns a visitor into a lead.
Unfortunately, most insurance websites fall flat in this area.
They either overwhelm users with too many CTAs (“Contact Us!” “Subscribe!” “Get a Quote!” all at once), or they hide them altogether—forcing the user to guess what to do next. That confusion kills conversions.
What you need is a clear, consistent, and compelling CTA strategy.
A strong CTA doesn’t just tell visitors what to do—it gives them a reason to act now. For example, instead of saying “Contact Us,” say:
“Request a Free Coverage Review Today—No Obligations.”
This adds specificity and value. You’re offering a free service, removing friction, and reinforcing trust—all in one line.
Place your main CTA in multiple high-visibility areas.
Most users don’t scroll all the way down the page. That means your CTAs should appear:
Use contrasting colors for your CTA buttons.
The design needs to guide the eye. If your whole site uses a calming blue palette, consider a bold green or orange for your CTA buttons. Make them stand out—without clashing. Your call to action should be the first thing users notice and the last thing they remember.
Add urgency—but only when it’s real.
“Limited-time offer” or “Spots filling fast” only work if you’re actually running a promo or booking out. Fake scarcity backfires. But real urgency—like a seasonal discount, upcoming rate change, or open enrollment deadline—can dramatically improve conversion rates. Be truthful and transparent.
Tailor CTAs to where the visitor is in their journey.
Not every visitor is ready to sign up. That’s why a multi-step CTA funnel can help:
Mobile-friendly CTA design is critical.
Over 60% of web traffic comes from mobile devices. If your CTA button is too small, buried under text, or doesn’t display correctly on phones, you’re losing leads. Use mobile-responsive design, make buttons full-width when appropriate, and test your layout on different screen sizes.
Use forms that convert—not frustrate.
Your “Get a Quote” or “Request Info” forms should be short and sweet. Ask only for what you need: name, contact info, and basic policy interest. Long forms with unnecessary fields reduce completion rates. You can always collect more info during your follow-up call.
Test and optimize your CTAs.
Even small changes—like tweaking the wording or color of your buttons—can lead to massive results. A/B test different variations and monitor which version brings in more leads. Data should drive your CTA strategy, not assumptions.
Every CTA should align with your brand voice and value.
If your brand tone is friendly and reassuring, use CTAs like “Let’s Chat About Your Coverage” instead of “Submit Request.” Speak like a human. Trust in insurance is built through clarity and connection—not pushy sales language.
Schedule Your Free Custom Website Demonstration
Want to see how a clear, conversion-focused CTA strategy would look on your insurance website? Schedule Your Free Custom Website Demonstration today. We’ll show you exactly how to structure your site’s call-to-action flow to turn visitors into high-quality leads—no commitment required.
For insurance agents, every site visit is an opportunity. Whether that means booking a consultation, requesting a quote, or downloading a helpful guide—your call to action is what turns a visitor into a lead.
Unfortunately, most insurance websites fall flat in this area.
They either overwhelm users with too many CTAs (“Contact Us!” “Subscribe!” “Get a Quote!” all at once), or they hide them altogether—forcing the user to guess what to do next. That confusion kills conversions.
What you need is a clear, consistent, and compelling CTA strategy.
A strong CTA doesn’t just tell visitors what to do—it gives them a reason to act now. For example, instead of saying “Contact Us,” say:
“Request a Free Coverage Review Today—No Obligations.”
This adds specificity and value. You’re offering a free service, removing friction, and reinforcing trust—all in one line.
Place your main CTA in multiple high-visibility areas.
Most users don’t scroll all the way down the page. That means your CTAs should appear:
- In the top-right of your navigation menu (e.g., “Get a Quote”)
- As a prominent button near the hero section (the top banner image)
- Midway through service pages or blog posts
- At the bottom of every page, especially after social proof or benefits lists
Use contrasting colors for your CTA buttons.
The design needs to guide the eye. If your whole site uses a calming blue palette, consider a bold green or orange for your CTA buttons. Make them stand out—without clashing. Your call to action should be the first thing users notice and the last thing they remember.
Add urgency—but only when it’s real.
“Limited-time offer” or “Spots filling fast” only work if you’re actually running a promo or booking out. Fake scarcity backfires. But real urgency—like a seasonal discount, upcoming rate change, or open enrollment deadline—can dramatically improve conversion rates. Be truthful and transparent.
Tailor CTAs to where the visitor is in their journey.
Not every visitor is ready to sign up. That’s why a multi-step CTA funnel can help:
- Top of funnel: “Download our free guide: 5 Ways to Lower Your Insurance Premiums”
- Mid-funnel: “Get a Free, No-Obligation Quote in Under 2 Minutes”
- Bottom of funnel: “Book a Call With an Agent Now”
Each CTA serves a different mindset and nudges users closer to taking the next step.
Mobile-friendly CTA design is critical.
Over 60% of web traffic comes from mobile devices. If your CTA button is too small, buried under text, or doesn’t display correctly on phones, you’re losing leads. Use mobile-responsive design, make buttons full-width when appropriate, and test your layout on different screen sizes.
Use forms that convert—not frustrate.
Your “Get a Quote” or “Request Info” forms should be short and sweet. Ask only for what you need: name, contact info, and basic policy interest. Long forms with unnecessary fields reduce completion rates. You can always collect more info during your follow-up call.
Test and optimize your CTAs.
Even small changes—like tweaking the wording or color of your buttons—can lead to massive results. A/B test different variations and monitor which version brings in more leads. Data should drive your CTA strategy, not assumptions.
Every CTA should align with your brand voice and value.
If your brand tone is friendly and reassuring, use CTAs like “Let’s Chat About Your Coverage” instead of “Submit Request.” Speak like a human. Trust in insurance is built through clarity and connection—not pushy sales language.
Schedule Your Free Custom Website Demonstration
Want to see how a clear, conversion-focused CTA strategy would look on your insurance website? Schedule Your Free Custom Website Demonstration today. We’ll show you exactly how to structure your site’s call-to-action flow to turn visitors into high-quality leads—no commitment required.