How To Build A Powerful Agency Website That Attracts Your Ideal Prospects

As an insurance agency owner, your website is one of your most powerful marketing tools. But most agency websites fail to effectively tell their prospect’s story and generate leads. In this article, I’ll share how to design a website that grabs your ideal prospect’s attention and turns them into interested buyers.

First, identify your ideal prospect by answering these 5 questions:

1. Who is your favorite client?

2. Why are they your favorite?

3. What problem do you solve better than anyone else?

4. What’s your unique process to solve that problem?

5. What results does your process create?

With this foundation, craft your website message in this specific order to tell your prospect’s story. Visitors scroll from top to bottom:

Headline: Grab their attention immediately with a hook that speaks to their needs. Use a subtitle to clarify how you help.

Stakes: Highlight the problems, pain points and failures your prospects are dealing with today. Show you understand their situation.

Value Proposition: Paint a picture of the success they can achieve by working with you. What will their life/business look like?

Process: Lay out the steps to get started – e.g. “Talk with advisor, receive your plan, take control.” Make it easy and low-risk.

Testimonials: Provide proof through client stories and case studies. Let prospects see themselves in your successful clients.

Learning Center: Offer additional resources to learn more and establish your expertise.

Remember, your website isn’t just about you – it’s about telling your prospect’s story in a way that resonates with them. By following this framework to design your message, you’ll stand out, keep prospects on your site longer, and generate more high-quality leads.

Take action today by reviewing your current website against this criteria. If it misses the mark, sit down with your team to re-design your message. Need help crafting a powerful story? Reach out – we’re here to help!




Business is no longer about who you know. Business is about who knows you. In a noisy industry like we’re in gang, you got to get people to know who you are.

Time to take action.

Schedule a FREE strategy call
Scroll to Top