Copy Examples

Services page examples for insurance agents

A services section has two jobs: help the right person recognise their problem, and stop the wrong enquiry before it reaches you.

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.


Straight list with a lead-in

## What we do We are insurance agents working across [your area]. **Home and auto** — [one line on what this involves for you] **Life insurance** — [one line on what this involves for you] **Business cover** — [one line on what this involves for you] **Umbrella policies** — [one line on what this involves for you] **Policy reviews** — [one line on what this involves for you] Not sure which you need? We start with a review of what you already have before anyone sells you anything.

Use this as the default. It is clear and it ranks.

Organised by the problem

## What we can help with **[The problem, in their words]** → Home and auto **[The problem, in their words]** → Life insurance **[The problem, in their words]** → Business cover **[The problem, in their words]** → Umbrella policies **[The problem, in their words]** → Policy reviews If what is wrong is not on this list, call anyway. We will tell you honestly whether it is ours to fix.

Use this when people describe a symptom, not a service name.

With prices

## Services and prices **Home and auto** — from [$X] **Life insurance** — from [$X] **Business cover** — from [$X] **Umbrella policies** — from [$X] Prices are starting points, confirmed in writing before any work begins. We quote several carriers, not one.

Use this if you will publish prices. It filters out the wrong enquiries before they reach you.

One flagship, then the rest

## Home and auto This is most of what we do, and it is what we are best at. Being there on the day of the claim, not just the day of the sale is the difference between doing it and doing it properly. **We also do:** life insurance, business cover, umbrella policies and policy reviews. We start with a review of what you already have before anyone sells you anything.

Use this when most of your revenue comes from one service.

What is included

## What is included Every policy includes: - We quote several carriers, not one - We read the exclusions with you - We help with the claim when it comes - [one more thing you always include] **Services:** home and auto, life insurance, business cover, umbrella policies and policy reviews. If something is not included, we say so in the quote rather than on the invoice.

Use this where customers have been stung by things that turned out to be extra.

For each customer type

## Who we work with **[Customer type one]** — home and auto and life insurance. **[Customer type two]** — business cover, umbrella policies and policy reviews. We are licensed and independent. We start with a review of what you already have before anyone sells you anything.

Use this if you serve two clearly different groups.

Process-led

## How it works **1. Get in touch.** We start with a review of what you already have before anyone sells you anything. **2. We agree it in writing.** Scope and price, before anything starts. **3. We do the work.** Home and auto, life insurance and business cover — whatever the policy needs. **4. We finish.** We help with the claim when it comes.

Use this when the how matters as much as the what.

Short

**Home and auto** · **Life insurance** · **Business cover** Licensed and independent. We quote several carriers, not one. Get a policy review.

For a homepage strip — Use this where services sit as three cards on the homepage, not a page of their own.

With the limits stated

## What we do — and what we do not **We do:** home and auto, life insurance, business cover, umbrella policies and policy reviews. **We do not:** [the things you turn down — be specific]. If that is what you need, [name someone who does it well] is who we would call. Saying so up front saves us both a phone call.

Use this to stop wasting time on enquiries you will only turn down.

Emergency and scheduled split

## Emergency [Response time], [hours]. Home and auto and anything that cannot wait until Monday. ## Planned work life insurance, business cover, umbrella policies and policy reviews. Booked in, quoted in writing, done on the date we agreed. We are licensed and independent for both.

Use this when urgent work and planned work are genuinely different offers.

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.