Insurance is a grudge purchase. Nobody wakes up excited about buying insurance. Visitors arrive because they have to, and they leave at the first sign of complexity or distrust. Your page needs to make the quote process feel simple, fast, and risk-free — or they'll click to the next provider.
The average insurance page scores 41 out of 100. Top quartile reaches 57. The primary issue isn't design — it's friction and messaging. Most insurance pages ask for too much information too soon and fail to give visitors a reason to choose them over the 12 other tabs they have open.
The insurance conversion funnel
Insurance has a unique conversion model: the goal is a quote request, not a direct purchase. But most pages treat the quote form like a mortgage application — name, address, date of birth, driving record, current coverage, deductible preference. Every field beyond the essential few adds friction.
Pages that use a progressive disclosure approach — start with 3 fields, then qualify further — convert substantially better than those showing the full form upfront, according to Formstack's research on multi-step form conversion. Lead with "Get your quote in 60 seconds," not a 15-field form.
What we evaluate for insurance
- Quote form friction — Field count, form complexity, and perceived effort. The best insurance pages capture a lead with name + zip code + insurance type, then progressively collect more.
- Savings messaging — "Customers save an average of $500/year" gives visitors a reason to complete the form. We check for price anchoring and value messaging.
- Trust architecture — Carrier ratings, financial strength, years in business, claims satisfaction. Insurance is about trusting someone with your worst day.
- Comparison differentiation — Why you and not GEICO, State Farm, or the other provider? Most insurance pages fail to differentiate at all.