Case file 18
Where personal coverage inquiries really come from
Our personal coverage inquiries conversations about content finally reference evidence. Knowing an inquiry's origin changes the questions we ask.
An independent agency website that starts quotes across every carrier you write
An independent agency website earns its keep by turning a search for coverage into a quote request that lands in your AMS with the details a carrier needs. We build one page per line you write and one per town you serve, put a short quote form on each, and manage the whole site for a monthly fee so nobody at the agency touches it.
What usually goes wrong for independent agencies
- Your carrier appointments are your edge, yet the site never names them, so a shopper cannot tell you from a captive office and leaves for one.
- The contact page has a single generic form, so every request arrives as a blank conversation that a CSR has to chase for the basics.
- Nobody has updated the site since the last agency management system migration, so it still lists a producer who left and a phone number that rings nowhere.
- The agency ranks for its own name and nothing else, so every new household comes from referrals or paid leads bought at full price.
The pages your site will carry
Each one written for search and for a phone, each with the next step on it.
- 01Home
- 02Personal insurance
- 03Business insurance
- 04One page per line of business
- 05Carriers we represent
- 06Towns we serve
- 07Request a quote
- 08Claims and billing contacts
Quote request form for every line you write
One form per line of business, each asking only what the carrier needs to open a quote. Auto asks for drivers, vehicles, current carrier and garaging zip. Home asks for the address, year built and current policy. BOP asks for business type, location and revenue band. Every submission is pushed into your AMS or CRM with the line tagged, so the right producer picks it up.
A quote request is not a quote, an application or a binder. Nothing is in force until a licensed producer and a carrier bind it.
What matters most
The parts of the package that matter most for independent agencies
Every plan carries the whole site. For independent agencies, these are the pieces that do the most work, with the plan that carries each one.
The conversation the site exists to start: a client and a producer going through a policy.
- 01
A quote request form for every line you write (Every plan)
One generic "contact us" form that turns every prospect into a blank conversation your CSR has to chase.
- 02
Carrier pages and a claims and billing directory (Every plan)
Clients calling the office at night to ask for a claims number.
- 03
Requests into your CRM or AMS, routed to the right producer (Every plan)
Requests sitting in an inbox nobody checks after five, and re-keying into the AMS.
- 04
Location pages for the towns and counties you serve (Every plan)
Being invisible to people searching for coverage in the next town over.
- 05
AI receptionist that answers when your team cannot (Multi-Line and Agency Book)
Missed calls after hours and during renewal season that go to voicemail and then to another agency.
- 06
Structured data (JSON-LD) on every page (Every plan)
Search engines and AI assistants guessing what your agency is and where it works.
What agency owners tell us
Client notes from agency staff on the part of the site that changed their working day.
If you only look at the design you miss the best bit, which is the inquiry form. It asks for coverage interest, renewal month and contact preference before anything is sent, which is the information we used to chase by email. It has quietly removed the slowest step in our intake.
Nitin BhattBranch manager, regional personal insurance broker The brief I gave them was simple: demonstrate, do not proclaim. Everything published is material we reviewed ourselves, chosen because it answers a real question. It reads like the honest version of the calls we have every day.
Vincent CastletonInquiries coordinator, personal lines insurance brokerage
Case studies close to independent agencies
Real client builds, each written up from the starting point to what changed.
- 04Closing the loop on personal coverage inquiries submissions
With personal coverage inquiries, senders can see their request has landed and know exactly how to chase it if needed.
See the site we would build for independent agencies, on your screen, before you pay for the build. Plans $127 a month.
Book a demoThree ways to run it
Same site on every plan. The larger two add the AI Engine and the Content Engine. The $697 build fee is invoiced only after launch.
- Single LineThe website, fully managed Live in 7 days
- Multi-LineEverything, plus the AI Engine Live in 10 days
- Agency BookEverything, plus the Content Engine Live in 15 days
Questions from independent agencies
Can the site show which carriers we are appointed with?
Yes, a carriers page lists every appointment with a short line on what each carrier writes well, and each line-of-business page names the carriers that quote it. When you add or lose an appointment, send the change as a revision and it is live within the turnaround window. We never describe coverage terms or rates; the page states who you can place business with.
Where do quote requests go once someone submits the form?
Straight into the system your agency already works from. We connect the form to your AMS or CRM by API, Zapier or Make during the build, tag each submission with the line of business, and copy it to an email inbox you choose as a backup. Nothing sits in a website dashboard waiting for someone to log in.
We write personal and commercial. Does one site cover both?
One site covers both with separate sections, separate quote forms and separate entry points from the home page. Personal lines pages speak to households, commercial pages to owners, and search engines see two clear clusters instead of one mixed page. If the commercial book is large, the Agency Book plan on the pricing page carries the extra article volume to rank it.
What do we pay before the site is live?
Only the first monthly fee for the plan you choose. The one-time build fee is invoiced after the site is live and you have approved it, never before. If you cancel before the build starts, the build fee is never charged. The pricing page lists each plan, its launch window and what the monthly fee covers.
How do we show we are independent without comparing carrier prices?
The site explains in general terms that an independent agency works with several carriers and helps clients compare options, and it names the carriers you are appointed with. It never says one carrier is cheaper or promises a saving.
Can each producer have their own page?
Yes. Producer pages carry each person's bio, photo, states and lines, and a form that routes straight to them.
What does the AI receptionist do for an independent agency?
On Multi-Line and Agency Book it answers when nobody is free, takes the caller's name, line and current carrier, and books a callback with the right producer. It never quotes or advises.
How do we keep the carrier list right as appointments change?
Send the change as a revision and it is live within 2 to 5 working days. We also check claims and billing numbers as part of our weekly updates.
See it built for independent agencies.
A live walk-through, on your screen, of the site you would get: your lines, your towns, your quote form.