Homepage headline examples for insurance agents
The headline is read in about a second, usually by someone who arrived from a search. It should confirm they are in the right place.
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.
Service plus place
Home and auto in [your town]
Use this as the safe default. It says what and where, which is what people searched for.
The outcome
[The problem], sorted — usually within the week
Use this when the result is more compelling than the service name.
Answers the worry
We quote several carriers, not one
Use this when the whole market has a trust problem.
Speaks to the customer
For someone who suspects they are both over- and under-insured
Use this where naming who it is for filters better than naming what it is.
Credential-led
Insurance agents in [your town] — licensed and independent
Use this where the licence is the first thing people look for.
The question they typed
Need an insurance agent in [your town]?
Use this to mirror the search that brought them here.
The standard
Being there on the day of the claim, not just the day of the sale
Use this if your differentiator is strong enough to lead with.
Plain and unglamorous
Insurance agents who turn up and charge what they quoted
Use this when your market distrusts polish.
Specialist
Just home and auto. Nothing else.
Use this if you have narrowed and want the right people only.
With the next step in it
Get a policy review — a review of what you already have before anyone sells you anything
Use this where the headline sits right on top of the button.
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
Homepage headline for other trades
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