10 Insurance Web Design Best Practices You Need to Know

In today’s digital age, people often begin their search for insurance solutions on the internet rather than immediately calling various businesses for quotes and information. This shift highlights the importance of having a user-friendly and engaging website so that insurance marketers can effectively connect with their target audience. A well-designed website that is easy to navigate, is responsive, and includes features such as quote tools, contact forms, and chat options can make a significant difference in attracting and retaining customers. As leaders in the insurance sector, you must understand and implement best practices that enhance user experience (UX) and engagement.

Whether you’re designing a new website for your insurance company or refreshing an existing one, incorporating these 10 web design best practices can help you bolster your brand, strengthen your digital presence, and foster customer loyalty through a seamless and accessible user experience.


Users expect a consistent user interface (UI) whether they’re on a desktop computer, tablet, or smartphone. Using a mobile-first approach with responsive design ensures that your website functions seamlessly on various screen sizes and keeps users engaged, regardless of which device they’re using.

Prioritizing intuitive navigation can help enhance UX by guiding visitors to your website seamlessly through the information or tasks they need to complete. Intuitive navigation ensures that users can easily find what they’re looking for with clear menu structures, logical organization of content, and well-labeled links and buttons. They should be able to access the information they’re looking for in three clicks – or fewer. This reduces the risk of your customer or prospect becoming impatient or frustrated and leaving your website before they find what they want.


Tailoring the interface design specifically for insurance actions caters to the unique needs and expectations of customers and prospects. By taking into account user preferences and streamlining navigation for actions like obtaining a quote, calculating costs, comparing services, and easily accessing educational resources, a customized design significantly enhances usability and ultimately leads to higher customer satisfaction.

Keep navigation simple and user-friendly. This is especially important for mobile users who access your site. Navigation should include:

  • Intuitive menus with clear labels for seamless access to key functions
  • Fast-loading pages that minimize wait times for users
  • Effective use of graphics and text to guide users through each step of the customer journey
  • Chat options


Using conversational and relatable language can help you connect with your customers and prospects in the insurance industry. Craft your content to resonate with your target audience, avoiding jargon and complex terminology that can be confusing or hard to understand. This can help users feel more at ease, understand your insurance offerings better, and foster a sense of trust in your services.

Although AI tools can be a great resource, they’re no replacement for real human language. Content created by a real person who understands your insurance brand’s value proposition will resonate with your customers more than generic, vague information churned out by a chatbot. Take advantage of opportunities to inject your insurance company’s unique brand voice and tone into content, personalizing it so it stands out in a crowded market.


Intuitive design refers to a website’s overall layout, appearance, and functionality. An intuitively designed website is one where users can quickly and easily understand how it works and how to interact with it. It involves a UI that feels natural and requires minimal effort to use effectively. Intuitive design considers factors like visual hierarchy, color schemes, typography, and the placement of elements to create a cohesive and user-friendly experience.

Standardized navigation menus and familiar design elements across all pages of your website will ensure a consistent layout. Consistency simplifies user journeys, reduces confusion and friction, and reinforces your brand’s professionalism and reliability. Insurance marketing leaders should work closely with the design team to create a visually appealing, cohesive look that reflects your unique brand identity, colors, and visual elements.


Accessibility is a legal requirement for insurance company websites. It ensures that everyone can access the information on your website regardless of their abilities. Insurance institutions should comply with Web Content Accessibility Guidelines (WCAG) – globally recognized best practices recommended by the World Wide Web Consortium – to make their website accessible and user-friendly for all.

By providing an accessible digital platform, insurance companies can reach a more diverse customer base, including individuals with disabilities, and ensure they can access vital insurance services independently. Demonstrating a commitment to inclusivity can also help foster trust and goodwill for insurance institutions.

Examples of accessibility features include:

  • Alt text for images
  • Keyboard navigation
  • High contrast and readable fonts
  • Video captions
  • Text-to-speech functionality
  • Compatibility with assistive technologies


Increasing your website’s loading speed is essential for providing a positive UE. Slow-loading pages can frustrate customers and prospects and lead to high bounce rates. In fact, studies show that over half of users leave a website if the page takes more than three seconds to load. A fast-loading website keeps visitors engaged, allows quick access to insurance information and services, and ensures users can achieve their goals efficiently and with minimal frustration.

Increasing website speed enhances convenience and instills confidence in your insurance brand’s reliability. Strategies to reduce load times include compressing images, optimizing code, and minimizing third-party scripts and widgets. Leveraging content delivery networks (CDNs) can reduce server response times and ensure faster loading times for users in different regions. Remember to continuously monitor your website’s speed and test your site on various devices and browsers to ensure consistent performance.


Search engine optimization (SEO) enhances online visibility and drives organic traffic. A well-optimized website ensures that potential customers can easily find your insurance brand’s services and information through search engines, fostering trust and credibility.

Implementing effective SEO strategies can improve search engine rankings and attract more visitors to your website, which can help contribute to customer acquisition and long-term growth. Using relevant keywords, creating high-quality content, optimizing meta tags, including relevant backlinks and internal links, and ensuring your website has a current SSL certificate are all ways to improve your site’s online presence. Keep in mind that SEO is an ongoing process, and regular updates and adjustments are necessary to maintain and improve your rankings over time.


Optimizing your insurance brand’s website for voice search is increasingly important in the digital age. With the rising use of voice-activated devices and virtual assistants like Siri and Alexa, users are adopting a more conversational approach to online queries.

Ensure that your website is compatible with voice search queries made through devices like smartphones and smart speakers. Consider how users might phrase voice search queries and create content that answers common questions using natural language. This will help your customers and prospects easily find insurance information and services via voice search. Including voice search functionality also enhances accessibility and helps your insurance brand stay competitive.


Videos are highly engaging and can convey information more effectively than text alone, making them a valuable addition to your insurance website. Embedding videos in your website provides an opportunity to deliver complex insurance information in a visually appealing and easily digestible format, enhancing customer understanding and trust.

Videos can be a powerful tool to engage and educate your audience by creating a more interactive online experience. Including informative videos about your insurance products and services on your website can also help establish credibility, humanize your insurance brand, and strengthen customer relationships.


Keep your insurance website content up-to-date and relevant. Remove or correct outdated information, and regularly refresh blog posts, promotions, and featured insurance products to keep your website interesting, not stale. Creating an editorial calendar to schedule regular updates can help keep you on track. A dynamic website shows that your insurance company is active and responsive to customers’ needs, encouraging repeat visits and continued engagement. Consistently adding timely, relevant content will keep your institution ranking high in web searches and keep your customers coming back to see what’s new.

At LIGHTSTREAM, we know what works for insurance marketers. We offer a full array of branding, creative, and web design services to help your marketing succeed. Connect with us to learn more.