A carriers page that names your appointments
Updated easily as carriers are added or dropped, one of your monthly revisions.
Independent agency website design has to explain choice, since that is the whole reason you exist.
An independent agency's advantage over a captive office or a direct writer is choice, several carriers instead of one, and a website that never says so out loud is wasting its strongest argument. Independent agency website design puts carrier appointments, the ability to shop a renewal across markets, and the agency's own judgment about which carrier fits which risk, front and centre, rather than reading like a generic small business site that happens to sell insurance almost as an afterthought.
What it costs
- Plans$127 a month
- Build fee$697, after launch
- Live in7 days
- Revisions5 a month
- Domain and hostingIncluded
Who it is for
Who independent agency website design is for
Independent agencies whose edge is choice across several carriers, and who need the site to make that edge obvious to a shopper comparing them with captive offices and direct writers.
If two or more of the signs on this page sound familiar, this is the page for you.
- 01
Shoppers cannot tell you apart from a captive office down the street.
- 02
Your carrier appointments are nowhere on the site.
- 03
Clients call to ask for a carrier's claims number.
- 04
Every request arrives as a generic message with no line of business.
Name the carriers, where it is allowed
A carriers page listing every appointment, with a short line on what each one tends to write well, tells a shopper something a captive office's website structurally cannot say, since a captive agent has one carrier and one story to tell regardless of the risk in front of them. We build this page to update easily as appointments change, and every line-of-business page names the carriers that quote that line specifically, so a homeowner reading the homeowners page sees which markets the agency can actually shop for them before they even fill in a form.
Design around "we shop it for you," not just "get a quote"
A generic "get a quote" button undersells an independent agency's actual value, which is comparing options rather than presenting one price the way a direct writer's site does. Headlines and page copy are built around the shopping and comparison story: multiple carriers, one application, and a producer who knows which market tends to fit which situation based on experience rather than a script, which is a stronger and more differentiated message than a captive agent or a direct-to-consumer site can credibly make to the same shopper.
A form that captures enough to actually shop the market
Because an independent agency is placing the risk with one of several carriers rather than one fixed insurer, the quote form can ask slightly more than a captive agent's might need, enough for the producer to know which two or three markets are worth approaching first rather than guessing after the fact. We build that logic into the form per line rather than using a generic short form that undersells the shopping-around service the agency actually provides once a submission lands on a producer's desk.
- A carriers page that updates easily as appointments change
- Copy built around comparison and choice, not a single quote
Still fully managed, still fast, still built to rank
The independent positioning sits on top of the same foundation as every plan: a page per line, a page per town, 90+ PageSpeed and hosting on Cloudflare with nothing itemized separately. Being independent changes the story the site tells and the emphasis of the copy on every page, not the technical or SEO fundamentals underneath it, which stay identical across every plan and every kind of agency we build for regardless of positioning. You still get 5 revisions a month to keep the carriers page and every line page current as your appointments change.
What is included
Everything below ships on every plan, alongside hosting, a free domain, weekly updates and researched articles.
Copy built around comparison
The site argues "we shop it for you," the strongest thing an independent agency can say.
Forms that support shopping the market
Enough detail for a producer to know which two or three carriers to approach first.
Line pages naming which carriers quote each one
A homeowner sees which markets you can actually shop for their line.
Requests into your AMS, tagged by line
Same integration standard as every plan, built around your independent workflow.
90+ PageSpeed
The positioning is different; the speed and hosting foundation is not.
From agencies who chose this
I tested the personal coverage inquiries page on my own phone before we approved anything. The essentials are within the first screen, with an obvious way to inquire. It is far more practical than the old page when we share it with a caller.
Luke LedgerCover inquiries administrator, classic car insurance specialist The preparation page for personal coverage inquiries works because it keeps its focus. It explains what the first conversation needs, and deliberately asks for nothing sensitive online. First conversations are shorter and better because of it.
Juliet WakefieldClient liaison, holiday home insurance agency
How the build runs, step by step
Four steps, and you pay for the build only after you have seen it live.
- Uncovered
Every visitor ready to shop leaves through a phone number, or leaves nothing at all.
CoveredDay 0Pay the first monthly invoice
Pick a plan on the pricing page. The first month is the only thing you pay before the site exists.
- Uncovered
We do not yet know your lines, your carriers, your towns or the system your producers work in.
CoveredWithin a working dayFill in the onboarding form, then one call
Lines you write, carriers you are appointed with, towns you serve, producers, and which CRM or AMS the requests go into. Anything missing can follow later by email or as a portal ticket.
- Uncovered
Not one line you write and not one town you serve has a page of its own.
CoveredLive in 7, 10 or 15 days, by planWe build it
Pages, quote forms, integrations, articles queued. You review a live link and send changes as revisions.
- Uncovered
The build is not paid for, and you have not seen the site it paid for.
CoveredAfter approvalBuild fee after it is live
Once the site is live and you have approved it, we invoice the $697 one-time build fee. Not before.
See independent agency website design applied to your own agency on a half-hour demo. Plans $127 a month.
Book the demoWhat it costs, how long it takes, and what drives the price
$127, $267 or $647 a month
Single Line, Multi-Line, Agency Book. The plan, not the page count, sets the price.
$697 build fee, after launch
Invoiced once the site is live and you have approved it. Never up front.
Live in 7, 10 or 15 days
By plan, counted from the onboarding call, once we have your lines, carriers and towns.
What moves the price
Only the plan you choose, AI usage at cost on the AI plans, and revisions beyond 5 a month.
What is not included
Plain about the edges, so nothing surprises you later.
- Quoting, rating or binding. The site collects what a producer needs; your licensed team and the carrier do the rest.
- Insurance or legal advice. Pages are written in general terms and your own counsel approves disclaimers.
- Running your paid ads. We build fast, relevant landing pages; ad buying stays with you or your ad manager.
- Carrier appointments and licensing. We show the ones you hold, exactly as you supply them.
- AI and content extras on Single Line. The AI Engine starts on Multi-Line and the Content Engine on Agency Book.
- Hourly billing. Changes beyond the 5 included revisions are a flat $20 each.
What we guarantee on this work
See it live before the build fee
You approve the live site first.
90+ PageSpeed, or we fix it
On every page we build and host, at no charge.
No contract term
Cancel with 2 business days notice before your next invoice; keep your domain and content.
Compliance built in
Built with US rules in mind to help you meet them; you approve the final wording.
- Privacy, terms and cookie pages with a consent banner that holds tracking until the visitor agrees.
- An accessibility statement and a build made with the ADA and WCAG 2.1 AA in mind.
- Your state disclaimer and license wording on every page, read back before launch.
- No sensitive data on public forms no Social Security numbers or dates of birth.
Case studies: independent agency website design in practice
Client builds where this work did the heavy lifting, each with the timeline and the outcome.
Case file 04
Closing the loop on personal coverage inquiries submissions
Our personal coverage inquiries confirmation explains the next step in plain terms. A customer should never have to ring just to ask if a form went through.
- 18Where personal coverage inquiries really come from
When it comes to personal coverage inquiries, the team can now ask which pages persuade, not just which attract.
Questions about independent agency website design
Should we list every carrier we are appointed with?
Generally yes, subject to any restrictions your carrier agreements place on how they can be named or described. We build the carriers page to be easy to update as appointments change, and phrase each entry to describe what the carrier tends to write well without stating rates or eligibility.
How is this different from a captive agent's website?
A captive agent website sells one carrier and mostly needs to explain that carrier's products. An independent agency site has to explain and sell the value of choice itself: multiple markets, one application, and a producer picking the right fit, which changes the whole framing of the homepage and the line pages.
Can the site handle both personal and commercial appointments?
Yes. The carriers page and line pages can reflect different appointments for different lines, since many independent agencies hold different market access for personal versus commercial business.
Does naming carriers help or hurt SEO?
It generally helps, since it adds specific, factual content a generic competitor site would not have, and it matches what a shopper researching a specific carrier by name might search for.
How do you explain the value of an independent agent without making claims?
In general terms: an independent agency can compare options from several carriers it is appointed with and help a client choose. We never claim a client will save money or that one carrier is cheaper.
Can we feature a carrier's brand on our site?
Only in the ways that carrier's marketing rules allow. We name carriers you hold appointments with and follow any logo or wording rules you share with us.
Do carrier pages need updating often?
Claims and billing numbers change more than you would expect. Keeping them current is part of our weekly updates at no extra cost.
Does an independent agency need more pages than a captive one?
Usually, because there are more lines and carriers to cover. Every plan includes as many line, town and carrier pages as your book needs.
See it built for your agency
A live walk-through of the site you would get, in about 30 minutes. Plans from $127 a month, the $697 build fee invoiced only after launch, domain and hosting included.
Book a demoOr email and a person replies within one working day.