An insurance site has one job the rest of the site exists to serve: turning someone comparing options into a quote request your producers can work. Norml designs and builds the structure, the system and the routing behind it. We did the positioning, branding and website for InsuraTec.
A few clients we’ve worked with
Commercial, personal, life and benefits sit on a single Products page, so a small-business owner and a family looking at term life read the same paragraph.
The quote form asks for a phone number and nothing else, so a producer spends the first call gathering what the form could have captured.
Requests land in an inbox, get retyped into the agency management system, and the ones that arrive on a Friday go cold.
Carrier logos are the most prominent thing on the homepage, and what the agency itself does differently is nowhere.
Nobody can say which line of business the marketing spend is actually producing, because conversion is tracked as one number.
Seven things, in the order we do them. Website design for insurance agencies is mostly about the path from a search to a workable quote request — the visual work matters, but it is not where the leads are lost.
Commercial, personal, life, health, benefits — and inside commercial, a page per trade you actually want. Separate pages, because a buyer with a specific need will not recognise themselves in a combined one, and because combined pages compete with each other in search instead of each ranking for its own thing.
Conditional questions that adapt to the coverage described, so what reaches a producer is workable rather than a name and a number. We built exactly that pattern for Metroplex Homebuyers — forms adapting to the situation, routed into the CRM with the right owner, immediate notification, and staged follow-up by email and text.
Straight into AMS360, Applied Epic, HubSpot or whatever you run, with the right producer, tags and an immediate notification. No retyping, no Friday enquiry sitting until Monday.
Most agency sites are a carrier logo wall, which tells a buyer nothing and describes every competitor equally. For InsuraTec the engagement started with positioning for exactly this reason, and the website was built from it rather than the other way round.
Components, states and responsive rules, so the tenth coverage page looks like the first and a new line of business does not need a designer.
WordPress your team edits without a developer, including the producer directory and location pages where you genuinely have offices.
Conversion tracked per line of business, so you can finally see which coverage the marketing is buying, plus the technical and content SEO to earn the traffic. For The Farm Soho the same discipline produced a content system of 500-plus indexed pages an editor manages without touching code.
The scope follows the number of lines of business and offices. A typical engagement hands over the following:
A page map covering every URL, the buyer it serves, and what it has to prove.
A Figma design system with components, states and responsive rules.
Coverage, industry, producer and location page templates.
A conditional quote form routed into your agency management system with the right owner.
A WordPress build your team edits without a developer.
Conversion tracked per line of business, connected to your ad accounts.
A redirect plan, so a site that already produces quotes keeps producing them.
A handover session and every account and file in your name.
The services an agency usually buys together, weighted toward what turns a search into a workable quote request.
Our process
We read the analytics and follow one real quote request from the search to the producer callback. You get the diagnosis — where the request is lost and which line of business it costs.
[ 01 ]Line-of-business structure, the quote path and the URL plan, agreed before anything is designed.
[ 02 ]Wireframes first, then the system in Figma. Coverage, producer and location templates, not a stack of static screens.
[ 03 ]The site, then the quote routing behind it. Editable by your team without a developer.
[ 04 ]Redirects, analytics, Search Console, speed, and conversion tracking live per line of business from day one.
[ 05 ]
