Websites for insurance brokers and agencies

What a brokerage website has to do

An insurance brokerage sells advice, not a product of its own. The visitor usually arrives with a specific need: a car that needs cover by the end of the week, a renewal notice that looks too high, a new shop that the landlord says must be insured. The site has to recognise that need quickly and lead the person to a quote request that an adviser can actually work with.

That is harder than it sounds. A generic contact form produces a name, a phone number and one sentence. The adviser then calls back to ask for the same details every time, and some of those calls are never answered. A good brokerage site removes that second round. It asks for what the insurers will ask for, explains why, and leaves room for the person who is not sure.

It also has to earn trust before anyone speaks to anyone. People are handing over their tax number, the ages of their family, the value of their home. They want to know that the firm is registered, who supervises it, and what happens to the documents they upload. Those answers belong on the page, not in a reply to an email.

The studio designed and built Leadinsure, a brokerage site, and AppInsure, an app that brokers give their clients. Both are live, and both appear in the studio's published work. What follows uses what is visible on them as evidence, not as a template to copy.

Quote forms that collect enough to quote

On leadinsure.gr the quote page opens with a choice of line: car, home, health, life, travel, business, or something else. Each choice shows a different form, because each line is priced on different facts. The links on the home page open the form already set to the right line, so nobody has to choose twice.

The car form asks for make and model, engine size, year of first registration, the age of the main driver and how the vehicle is used: private, professional, agricultural, rental or taxi. Next to the age field, one line notes how much the driver's age weighs on the premium. The form then shows the third-party liability cover that the law requires, and lets the person tick the extras they want in the comparison: roadside assistance, glass, legal protection, natural events, theft and fire, own damage.

It also invites an upload of the vehicle registration and the driving licence, marked as optional. The form explains that with those two documents the quote is right the first time, without a second call. It states that the files are used only to calculate the quote and are deleted if the insurance does not go ahead. That one note answers the question most people have before they upload anything.

The home form asks for the location, the floor area, the year of construction, the type of residence and the type of building, then shows the base cover in full and the optional cover separately, earthquake and solar panels among it. The health form asks for the age of each person on the policy and the preferred deductible, with a not-sure option. The life form says that anyone who does not know the sum insured can leave it blank, and the adviser will work it out with them.

The principle is simple. Ask only what the quote needs. Say why. Let people continue when they do not know an answer. A form built this way gives the adviser a complete request, and gives the visitor a reason to finish it.

Individuals and businesses, kept apart

A family buying home insurance and a company insuring a warehouse are not the same visitor. They use different words, they need different cover and they expect a different conversation. Leadinsure separates them on the first screen: one entry for individuals, showing car, home and health, and one for businesses, showing liability and cyber.

Behind each entry the content follows the buyer. The section for individuals asks what the visitor wants to protect, and lists car, home, life, health, travel, boat, and savings and pension. The page for businesses groups cover by risk: civil and professional liability, property and premises, cyber, group cover for staff, construction projects, transport and logistics, and environmental liability. Each group lists what it covers and ends with a request for a quote.

The business quote form asks different questions too. It wants the company name, the line of activity, the area, the number of employees, the annual turnover if the owner wishes to give it, and the cover of interest, with a free field to describe the need. An owner rarely knows the name of the product they need. They know what could go wrong. The form lets them say so in their own words.

Leadinsure also carries an English section, written for expats and foreign residents in Greece. It is not a translation of the Greek home page. It speaks to a different reader with different questions, which is the point.

Separate paths help search as well. A page about liability cover for a restaurant can answer what a restaurant owner types. A page that tries to speak to everyone is usually found by no one.

A partner section for agents who want to join

Many brokerages expand through a network of agents and partners. That audience needs its own page and its own form. On Leadinsure the partner section addresses professionals in the field directly. It sets out what the network offers, as the firm describes it: work with several insurers, a digital CRM and portal, training, sales support and a professional community.

The application form is built for screening. It asks for the applicant's role, with options that match the market: insurance agent, insurance broker, coordinator of agents, tied adviser, an accounting office that wants to add insurance, or someone new to the field without a licence yet. It asks for years of experience, the chamber registry number, the size of the existing portfolio and the lines of interest.

These questions let the firm sort applications before the first call. They also tell a serious applicant that the firm is serious. The page explains the steps to joining and says when the applicant will hear back, so the form is not a dead end.

A partner section is not an afterthought. If the firm recruits, recruitment is a second line of work with its own audience, and it deserves the same care as the quote form.

Guides that answer real questions

Insurance is bought rarely and understood less. People search before they call: what a policy excludes, what to do after an accident, what to do when the insurer refuses a claim. A brokerage that answers those questions well is found by the people who are about to buy.

Leadinsure has a library of guides written by the office, searchable and grouped by subject: vehicles, home and property, health, life and travel, businesses and professionals, and how insurance works. Topics include theft cover, the bonus-malus system, what a brokerage office is, how to compare premiums and what to do when a claim is refused. The home page introduces them with one line: before you sign, read what is covered.

Each guide shows when it was last updated, how long it takes to read and who wrote it. It opens with a table of contents and closes with questions and answers. The guide on refused claims sets out the usual reasons for refusal first, then the steps of an appeal. That structure helps a reader find the part that concerns them, and it helps search engines understand the page.

Guides also save the adviser time. Instead of writing the same explanation again, they send a link. The technical side is part of technical SEO setup: structured data, clean headings, and a sitemap that lists every guide. It is done during the build, not added later.

Trust and compliance, in plain view

A brokerage handles personal data and gives advice in a supervised market. Its site should state who it is without making anyone look for it. Leadinsure's footer carries the company's legal name, its role as an insurance agent, its special registry number with the chamber of commerce, its company registry and tax numbers, and its supervising authority, the Bank of Greece. A link opens its entry in the public register of insurance intermediaries, so a visitor can check it in one step.

Consent is asked for where the data is collected. Every quote form ends with a checkbox linked to the privacy policy. The newsletter has its own sign-up and its own consent checkbox. The partner form says what the details are used for and that they are not passed to third parties. Uploads carry their own note on use and deletion.

The cookie notice says what the site sets: statistics cookies only, and no advertising cookies. A necessary-only button sits beside the accept button, not behind a settings link. A careful visitor checks these things before typing in a tax number.

We build the structure for this content and make sure it appears where it should. The wording is the firm's responsibility, and should be checked by whoever advises it on regulation. A website can make compliance visible. It cannot make a firm compliant.

Fast on a phone, and present after the sale

Assume the quote form will be filled in on a phone, often in a hurry. Pages should load quickly over a weak connection. Fields for numbers and dates should open the right keyboard. A form should keep what has been typed if the person leaves for a moment to find their registration document. These are matters of web development, and they decide whether a request reaches the office at all.

The relationship does not end when the policy is signed. AppInsure, an iOS app the studio designed and built, carries it on. A client signs in with their tax number and sees the policies their broker holds for them: active and expired, start and end dates, cover by policy. Roadside assistance is one tap away, and the app knows which number belongs to which vehicle. Clients can request a quote for new cover, send documents and sign digitally.

For the broker, the app connects to the system the office already uses and pulls each client's policies automatically, with a nightly sync. It reads that system; it does not replace it. Quote requests made in the app reach the broker, who answers them in an admin area. The app carries the office's own logo, and each office sees only its own clients. It is free for the client.

A brokerage site and a client app serve the same firm at different moments. The site wins the client. The app keeps them informed, and keeps the broker's name in front of them when they need it.

How a brokerage project starts

A project starts with a conversation, not a specification. Write to the studio through the contact page and tell us what you sell, to whom, and what your current site fails to do.

The first conversation covers the lines you quote, the balance between private and business clients, whether you recruit partners, the languages you need, and the system that holds your policies. We also ask who will write and approve the guides, because content usually sets the pace of a project.

Then we write a proposal with scope, deliverables and terms, and every project is quoted in writing before work begins. For a brokerage, the first thing agreed is the map of lines and forms: which questions each form asks, which are required, and where each request goes once it is sent. Visual design comes after that. At handover the source, the content and every account are in the firm's name.

After launch the site needs care. Forms must keep delivering, registry details must stay correct, and guides need revisiting when the rules change. That work is planned on the first day, not left to a separate conversation later.