A small business owner visits a broker's website to find out whether they can help with insurance for a new café. The homepage lists twenty products with no explanation. There is nothing about which businesses the broker specialises in, how quotes work or what happens if there is a claim. The owner leaves and uses a comparison site.
Insurance websites often leave visitors unsure. Here are the common mistakes.
Mistake 1: product lists without explanations
A list of cover types means little to most visitors. A short, plain explanation of each, what it is for and who typically considers it, helps them understand their options.
Mistake 2: no clear audience
Visitors want to know whether the broker helps people like them: small businesses, landlords, tradespeople, drivers. Say clearly who you specialise in. Service pages that leave prospects guessing are a common problem in many industries, as described in service pages that leave prospects guessing.
Mistake 3: hidden quote process
Visitors want to know how to get a quote, what information is needed and how long it takes. Explain it on the website.
Mistake 4: no claims guidance
Existing clients visit the website when something goes wrong. If there is no claims page, they feel unsupported.
Mistake 5: no renewal information
Renewal is when clients consider switching. A renewals page explaining price changes and how to review cover helps retain them, as described in the renewal questions every insurance broker hears.
Mistake 6: no answers out of hours
Many visitors compare brokers in the evening, as described in evening visitors comparing insurance brokers online. A website that cannot answer questions then loses them.
Mistake 7: jargon everywhere
Insurance language is confusing. Write for someone who has never bought business insurance before.
Mistake 8: no FAQ built from real questions
An FAQ should answer the questions visitors actually ask. The free AI FAQ generator can help draft one from a list of real questions, which the broker should review.
Fixing the mistakes
Most of these can be fixed in a few days: add explanations to cover pages, say who you help, explain the quote and claims processes, add a renewals page and write an FAQ. Then make sure visitors can get answers at any hour.
SpideyChat for insurance agencies answers from your own pages and captures quote and renewal details. It does not give advice. It can also help recover visitors who are about to leave, an approach described in recovering visitors about to leave.
Mistake 9: no human faces
Insurance can feel impersonal. A team page with names, photos and specialisms reminds visitors that a broker offers real people who help at difficult moments, something a comparison site cannot. Visitors who can see who they would be dealing with are more likely to get in touch, and more likely to stay when renewal comes round.
Mistake 10: burying the contact route
Some broker websites make visitors hunt for how to get in touch. A clear way to ask a question or request a quote, visible on every page, removes that friction.
Reading your site as a newcomer
Ask someone who has never bought business insurance to find out from your website whether you could help their café, how to get a quote and what to do if they needed to claim. Note where they struggle.
Putting the fixes live
Once the pages are updated, train the assistant on them. The guides to installing the widget and training your bot explain how.