Copy Examples

Call to action examples for insurance agents

Most calls to action fail because they ask for more commitment than the visitor is ready to give. These vary the ask, not just the verb.

Ten of them follow, written for insurance agents rather than filled in from a template. Your customer is someone who suspects they are both over- and under-insured, and what they are weighing up before they get in touch is discovering at claim time that the policy did not cover the thing.

Plain button

**Get a policy review**

Use this as the default. Say the action, not "submit".

Button with the objection handled

**Get a policy review** We start with a review of what you already have before anyone sells you anything. No obligation, and no one will chase you.

Use this where people hover but do not click.

For the urgent visitor

**Call [phone number]** — we answer between [hours]

Use this for the person who has already decided.

For the one still deciding

Not ready to book? We start with a review of what you already have before anyone sells you anything — ask anything you like, and if we are not the right fit we will say so.

Use this as a second, softer CTA further down the page.

With the price anxiety answered

**Get a policy review** We quote several carriers, not one. You will know the number before you commit to anything.

Use this where cost is the thing stopping the click.

With proof next to it

Licensed and independent. We read the exclusions with you. **Get a policy review**

Use this at the bottom of a long page, where the reader needs one last reason.

Scarcity, honestly

We take [number] clients at a time so the standard holds. **Get a policy review**

Use this only if it is true. If you invent it, it reads as a trick.

Form intro line

Tell us what you need and we will come back to you [within X hours]. We start with a review of what you already have before anyone sells you anything.

Use this as the sentence directly above a contact form.

After the services list

Not sure which of those you need? That is normal. We start with a review of what you already have before anyone sells you anything. **Get a policy review**

Use this where the CTA follows a list and should not repeat it.

The quiet one

When you are ready, we start with a review of what you already have before anyone sells you anything. There is no rush, and there is no pressure from us.

Use this where a hard sell would be wrong — sensitive or considered purchases.

Writing for insurance agents: what actually matters

What should an insurance agent’s website say that a generic one does not?

Three things, in this order. That you are licensed and independent. That you understand the thing people are actually worried about, which for insurance agents is discovering at claim time that the policy did not cover the thing. And what happens next: a review of what you already have before anyone sells you anything. Everything else on the page is decoration by comparison.

What does someone who suspects they are both over- and under-insured check first?

The credential, then the proof. For insurance agents it sounds like this. We quote several carriers, not one. We read the exclusions with you. We help with the claim when it comes. Put at least one of those above the fold rather than on a separate page nobody opens.

What is the most common mistake on an insurance agent’s website?

Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "We start with a review of what you already have before anyone sells you anything" answers the one they are actually holding. If you only fix one thing, fix that.

How long should the copy be?

Shorter than you think, except where trust is being built. An About page of 120 well-chosen words beats 500 vague ones. The exception is anything explaining discovering at claim time that the policy did not cover the thing — there, specifics earn their length.

Everything else for insurance agents

Call to action for other trades

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