15 Best Insurance Website Design Examples
Insurance companies are seeing a major shift in how clients interact with their services. Many now prefer online options to traditional, in-person meetings. This means an effective web presence is no longer optional—it's essential for attracting and retaining clients. By studying insurance web design examples, companies can learn how to create sites that meet these new demands.
A well-designed site operates like a digital storefront and a conversion tool. It builds credibility and helps visitors move smoothly through their journey. Competition is high, so carriers who want to stand out must focus on strong web design that meets rising customer expectations.
In brief:
- Online services are outpacing traditional in-person interactions for many customers.
- Mobile optimization has a measurable impact on user satisfaction and conversions.
- A user-friendly layout supports credibility and guides visitors to what they need.
- Competition among providers is driving more focus on polished, professional design.
Why Insurance Needs Modern Web Design
Today's insurance customers demand more than just functionality—they expect visually appealing, user-friendly websites. To stay competitive, insurance companies must embrace modern web design principles. Here's how:
- Visual Appeal Builds Trust: Companies must future-proof their website by focusing on modern design elements, such as clean layouts and clear calls-to-action, which play a key role in building trust and encouraging engagement.
- Mobile-First Design is Non-Negotiable: With mobile usage skyrocketing, a mobile-optimized website is critical for better user experience and improved search engine rankings.
- Intuitive Navigation Drives Conversions: Simplified menus and smooth navigation ensure users find information quickly, making it easier to complete transactions.
- Modern Design Meets Rising User Expectations: Today’s users expect seamless interfaces that align with their habits and preferences—making outdated, text-heavy websites obsolete.
- Enterprise CMS Platforms Simplify the Process: Leveraging top enterprise CMS platforms helps insurance companies create engaging and effective websites that adapt to evolving customer needs.
5 Insurance Web Design Best Practices
Building an effective insurance website requires careful attention to key design elements that inspire trust and support easy navigation. Here are the core best practices that successful insurance websites implement:
1. Trust Indicators and Security
Implement SSL certificates to encrypt data and protect user information. Beyond basic security, showcase trust signals such as the following to help build credibility:
- Customer testimonials
- Industry awards
- Recognizable security badges
2. Clear Navigation
Implement a well-organized menu and include a robust search function to help users quickly find specific content. The best insurance websites follow the three-click rule, making information accessible with minimal effort and reducing frustration.
3. Strategic CTA Placement
Your calls to action should be impossible to miss but not overwhelming. Here’s what you can do to make them worthwhile:
- Place primary CTAs above the fold and use contrasting colors to make them stand out.
- Use action-focused language like "Get a Quote" or "Speak with an Agent" to clarify next steps.
- Leading insurance providers position their main CTAs prominently while maintaining a clean, uncluttered design.
4. Performance Optimization
Speed matters more than you might think—a slow loading website hurts your SEO and makes the user experience worse. Optimize your website's performance by:
- Compressing images without sacrificing quality
- Minimizing HTTP requests
- Leveraging browser caching
- Optimizing code efficiency
5. Mobile-First Design
With mobile traffic continuing to grow, your insurance website must provide an excellent experience on smaller screens. Adopt a mobile-first approach focused on:
- Simplified navigation suited for touch interfaces
- Larger touch targets for buttons and links
- Clear content prioritization for smaller displays
- Fast loading on mobile networks
Remember that these best practices work together—a fast-loading website with weak navigation won't succeed, just as a beautifully designed site that lacks security features won't inspire confidence.
Being aware of website design mistakes helps ensure your site is both functional and trustworthy.
Key Elements of Insurance Website UX
A well-designed insurance website user experience (UX) can significantly impact visitor engagement and conversion rates. Optimizing landing pages and implementing effective UX elements make insurance websites more effective and user-friendly.
Here are four essential UX elements that make insurance websites more effective and user-friendly.
Easy-to-use Quote Calculators
Quote calculators are often the first point of interaction between potential customers and insurance providers. They simplify the complex process of insurance estimation. Key features should include:
- Minimal form fields with clear labels and tooltips
- Progressive disclosure of information to avoid overwhelming users
- Real-time premium updates as users modify their selections
- Mobile-friendly input methods like dropdowns and sliders
- Clear error messages and guidance when needed
Accessible Customer Support Options
Insurance decisions often require personal assistance, making robust support options crucial. Multiple support channels should be readily available:
- Prominent live chat features
- Clearly displayed contact information in headers or footers
- Comprehensive FAQ sections addressing common concerns
- Easy-to-find support options on every page
- Click-to-call buttons for mobile users
Informative Content Organization
Effective content organization includes:
- Clear heading structure for quick scanning
- Concise paragraphs with bullet points for key information
- Visual aids to explain complex concepts
- Logical grouping of related information
- Progressive disclosure of detailed content
Visual Consistency and Branding
A cohesive visual design builds trust and reinforces brand identity:
- Maintain a unified color scheme throughout the site
- Use consistent typography for better readability
- Employ high-quality, relevant imagery
- Keep button styles and interactive elements uniform
- Ensure spacing and layout patterns remain consistent
Best Insurance Websites
The world's leading insurance companies recognize that effective web design helps build trust and drive conversions. Below are seven enterprise-level insurance websites that excel in design, user experience, and conversion optimization.
1. Geico
The Geico homepage features a prominent call-to-action button labeled "Start My Quote" encouraging users to initiate the process seamlessly.
The site employs a clean and straightforward layout, using a consistent color scheme that conveys professionalism and trustworthiness. Intuitive navigation directs users to essential sections such as "Insurance" and “Information”. Interactive elements, including online quote tools, engage users by simplifying complex insurance processes.
Design Highlights from Geico’s Website
- 🌈 Engaging mascot branding
- 🔗 Straightforward menu guides users to essential sections
- ⚙️ Powerful quote tool
- 🕵️ Real-time chatbot assistance
2. Chubb
Chubb's website offers a sleek, professional design that prioritizes user functionality and accessibility. The homepage grabs user attention with a high-quality video and features streamlined navigation to core sections like "Individuals & Families" and "Businesses." The site integrates interactive tools like claims reporting, along with the Chubb Studio platform for embedding insurance solutions into partner ecosystems.
Key Web Design Features of Chubb
- 🌐 Simple navigation makes it easy for users to find what they’re looking for
- 🏛️ Easy to access claims overview and bill pay
- 🔗 Straightforward access to sections for individuals, businesses, and brokers
3. Progressive
Progressive's website delivers a clean, user-focused design that prioritizes simplicity and efficiency. A prominent "Get a Quote" section on the homepage encourages quick action. Users benefit from clear navigation to essential sections like "Explore Products" and "Claims," interactive tools such as quote calculators, and policy management features.
Noteworthy Design Elements on Progressive
- 🔠 Instant "Get a Quote" tool for auto, home, and other insurance options
- 🔄 Dedicated section to track or file claims with a simple step-by-step process
- 🎥 Users can compare different policy options side-by-side for transparency
- 🛣️Clear pathways for bundling home, auto, and other insurance types for savings
4. Liberty Mutual
Liberty Mutual’s homepage blends simplicity with functionality, focusing on user engagement and accessibility.
The hero section immediately draws attention with a prominent quote tool paired with a clean and professional layout that highlights key services. The design employs a balanced color palette of navy blue and yellow, which conveys trust and optimism while aligning with the brand identity. Strategically placed CTAs, such as “Not ready for a quote yet?” guide users toward actionable steps.
What Makes Liberty Mutual’s Website Stand Out
- 📋 Sticky navigation bar for quick access to essential tools
- 🌟 Subtle hover effects that enhance interactivity without clutter
- 🎨 Consistent use of brand colors across icons, buttons, and headers
- 📱 Mobile-optimized quote tool for seamless on-the-go functionality
5. Aflac
Aflac's website adopts a clean and professional design with a primarily blue and white color scheme, symbolizing trust and reliability. Colored accents are strategically used to highlight call-to-action buttons like "Get a Quote" and "Find a Plan," ensuring key features stand out.
The site is organized to cater to different audiences, with sections for individuals, families, business owners, and brokers, making navigation intuitive. Interactive tools like the MyAflac portal enhance user convenience by enabling policy management and claims submission. Informative resources and calculators guide users in selecting the right supplemental insurance coverage.
Exceptional Design Elements from Aflac
- 🦆 Clear sections for individuals, businesses, and brokers
- 🎞️ Tool for managing policies, filing claims, and accessing account information
- 🎥 Comprehensive product pages outlining the plans
- 🌞 Predominantly blue and white, with yellow accents for CTAs to draw attention
6. Guardian
Guardian Life's homepage emphasizes professionalism and accessibility through a clean, structured design. A soothing blue and white color palette reinforces trust and calmness, complemented by sharp typography that enhances readability. The site’s modular layout organizes information into digestible sections, ensuring users can navigate effortlessly. You get to choose your profession and insurance type using the interactive elements. You can also get a quote using the coverage calculators and resources.
User-Centric Design Features on Guardian
- ✂️ Get a Quote with an easy-to-navigate form
- 🕵️ Learning center for the visitors
- 📝 Services and offerings portrayed along with interactive elements
- 🔡 Facts & stats to maintain credibility among the visitors
7. MassMutual
MassMutual’s website adopts a forward-thinking approach with its focus on user education. The blue and white homepage highlights financial planning tools paired with engaging articles and resources. A soft color palette and clean typography create a calming experience for users. The “Life insurance calculator” and the onsite “Feedback” feature offer assistance, while subtle animations guide users to explore product offerings.
Top Web Design Takeaways From MassMutual
- 🎓 Emphasis on user education and how the product works
- 🌿 Calming, soft color palette and natural pictures
- 🕵️ Insurance, savings, and income calculator
- 🔄 Subtle, guiding animations and interactive elements
Best Insurtech Websites
Insurtech companies are changing the insurance industry with innovative web design and digital-first approaches. Here are some of the top ones:
8. Next Insurance
Web Design Elements We Love From Next Insurance
- 🔠 Personalized dynamic forms
- 🔀 Clear sections for different insurance types
- 🎨 Inclusion of a blog and glossary provides valuable information
- 🤝 An integrated live chat feature provides real-time assistance
9. Lemonade
Lemonade’s website is a standout example of minimalist, user-driven design. The homepage greets users with a conversational chatbot ‘Maya’ with the CTA “Check Our Prices.” Their color palette—bright pink accents against clean white backgrounds—enhances brand recognition. Animated visuals and playful copy make the site engaging without feeling overwhelming. The trust-building approach includes transparency on pricing and claims handling.
Top Web Design Takeaways From Lemonade
- 🎈 Instant insurance in seconds with AI
- 🌈 Customer testimonials and feedback
- 🕵️ Transparent pricing information
- 🎮 Playful animations and copy
10. Pie Insurance
Pie Insurance’s website combines efficiency with accessibility using an attractive purple and orange color palette. The bold use of orange accents throughout the site adds energy to the design. Pie-chart-inspired graphics align cleverly with the brand name, creating a cohesive and memorable visual theme.
The homepage uses CTAs like “Get a quote” and presents customer testimonials for social proof. The navigation is straightforward, with interactive menus leading to specific business types. Pie’s use of visual graphics aligns with its branding while simplifying key data points for users.
Standout Design Aspects From Pie Insurance
- 💪 Strong CTAs for conversions
- 🥧 Pie-chart-themed graphics that align with branding
- 🟠 Vibrant orange accents to reinforce brand identity
- ❤️ Trust-building testimonials and reviews
11. Hippo
Hippo’s website emphasizes speed with copy like “Quote in 60 seconds.”
The homepage combines modern aesthetics using shades of green and white as a color palette, making it a standout in the insurance industry. The main section offers two options, “Smart Home Tech” and “Hippo Home App,” to capture attention with clear, action-oriented options.
Bold icons and concise text highlight key benefits, while the use of whitespace ensures a clean and uncluttered experience. Hippo’s emphasis on value-added services, like leak sensors and smart smoke alarms is integrated seamlessly into the design, further differentiating the brand.
What Makes Hippo’s Website Stand Out
- 🚀 Speed-focused messaging with immediate CTAs
- 🎨 Bright, distinct color palette for a welcoming feel
- 📊 A section covering all the major services offered
- 🏡 Live chat and support options at the end to sustain visitors
12. Oscar Insurance
The Oscar Insurance hero section prominently features a headline that resonates with users, “Health insurance that works for you,” paired with a clear CTA to explore plans. A soothing blue and white color scheme dominates the design, conveying professionalism and trust while maintaining a clean aesthetic.
Oscar prioritizes user navigation with an intuitive menu and quick links to key sections like “Find a Doctor.” Interactive elements, such as a doctor search tool and other informational sections, provide practical value and engage users.
Key Web Design Features of Oscar Insurance
- 🩺 Interactive doctor search tool for quick provider access
- 🖥️ Clear and concise copy that simplifies healthcare options
- 🔗 Intuitive navigation with quick links to essential features
- 📊 Section named “Learn more about Oscar” to convey brand info effectively
13. Honey Insurance
Honey Insurance’s website stands out for its hero section, which uses bold red visuals and animation to capture attention. It has a bold headline and call-to-action: “Get a quote in 3 mins”, effectively communicating the brand’s value proposition.
The site employs a distinctive color palette, predominantly featuring soft tones complemented by vibrant red accents, creating a welcoming and professional atmosphere. Interactive animations and SVG graphics enhance user engagement, providing a dynamic browsing experience. The homepage prominently displays key offerings, such as the provision of smart home sensors, which alert users to potential hazards like fire, water damage, and theft.
Key Features That Define Honey Insurance’s Website Excellence
- 🕵️ Creating urgency by focusing on offering insurance in 3 minutes
- 🎓 Offering different sections for homeowners, renters, and landlords.
- 🖥️ CTA “More about claims,” offers educational content
14. Ethos
The hero section on the Ethos website features a compelling headline, "Life insurance in 5 minutes," accompanied by a clear call-to-action button labeled "Get my rates." The site utilizes a soothing green and white color scheme, conveying professionalism and trustworthiness.
Intuitive navigation is achieved through a straightforward menu, directing users to essential sections like calculating your rate. Interactive elements, including instant quote calculators and educational resources, engage users by simplifying complex insurance concepts. Additionally, the website highlights unique offerings, such as providing free wills and trusts with eligible policies, adding tangible value for customers.
Key Web Design Features of Ethos
- 📊 Clear and transparent pricing makes it easy for users to choose.
- 🎨 Modern design optimized for both desktop and mobile
- 📝 Instant quote calculators and application wizards
- 🌟 Optimized FAQ section at the end
15. Clearcover
Clearcover's website homepage immediately engages visitors with a compelling headline accompanied by a prominent "Get a Quote" call-to-action button, encouraging users to initiate the process seamlessly.
The site employs a clean, bright, and simplified design, utilizing a soothing color palette. Intuitive navigation directs users to essential sections such as "Claims," "App," and "Reviews," facilitating easy access to pertinent information. Interactive elements assist users in determining appropriate coverage options through a series of quick questions, enhancing user engagement and personalization.
Top Web Design Takeaways From Clearcover
- 🎨 Customer testimonials to build trust
- 🌟 AI-powered personalization tools
- 📈 Transparent pricing display
- ⏳ Emphasizes quick processes with strong CTAs
The Importance of Modern Insurance Website Design
Modern web design goes beyond aesthetics; it's a major business driver that can improve conversion rates for insurance companies.
The success stories of both established insurers and innovative insurtechs show that user-centric design is key to building trust and driving conversions. From smooth quote calculators to AI-powered personalization, modern design elements shape how potential clients perceive and engage with providers.
Ready to elevate your insurance website design? Get inspired by downloading our best B2B SaaS websites eBook to get started.
