Website builder with CRM for insurance agents: what you need and what it costs

What an insurance agent's website has to do

Most visitors to an agent's site have been referred, found you on Google or clicked an advert. They are checking three things: are you licensed and real, do you write the cover they need, and how quickly can they get a price. A site that answers those on the first screen beats a prettier one that doesn't.

The pages that earn their place:

• Home page naming the lines you write (car, home, life, health, business, Medicare, whatever applies), the area you serve and one clear button: 'Get a quote'.
• One page per line of business. People search for 'life insurance agent near me' or 'landlord insurance broker in [town]'. A single 'Our services' page rarely ranks for any of them.
• About page with your photo, licence details, the markets you work with (where you are allowed to name them) and why clients stay with you.
• Quote request page with a short form (see below).
• Booking page for annual reviews and first calls.
• Reviews from real clients, used with their permission.
• Privacy policy that says what you do with the personal details people send you.

Check the disclosure rules where you are licensed before you publish. California, for example, requires agents to show their licence number on business cards, written quotes and print adverts, and since 2023 on emails about licensed work. In the UK, firms authorised by the Financial Conduct Authority must include set wording about their status on letters and emails to retail clients, and most brokers repeat it in the website footer. Don't assume any template gets this right for your licence, even one made for insurance. Treat the footer and the about page as a compliance job.

The quote form: ask less, route it faster

The quote form is the most valuable thing on the site. A long form asking for vehicle numbers and claims history before you have said hello puts people off. Ask for what you need to call back with something useful, and collect the rest on the call.

• Name, phone, email and postcode or ZIP code
• Type of cover, as a dropdown, so the CRM can route and score it
• Current renewal date, or 'when do you need cover from' (the clearest signal of urgency you will get)
• Preferred contact method and time
• A consent checkbox for calls, texts and emails, unticked by default
• One free-text box: 'Anything we should know?'

The consent line matters more than it looks. In the US, marketing calls and texts to consumers generally need prior consent, and you want a dated record of it on the contact. The UK and EU have their own data protection and electronic marketing rules. A form that feeds a CRM keeps that record with the lead. A form that sends an email to your inbox usually loses it.

What the CRM behind the site needs to do

An agent's CRM does not need to be complicated, but it has to do a few things without you having to remember them.

1. Catch every enquiry automatically. Quote forms, contact forms, bookings and chat should create or update a contact, with the source recorded. If anything has to be copied by hand, leads will slip through in the busy weeks.
2. Score and sort leads. A homeowner whose policy renews in 12 days deserves a call this morning. Someone browsing life cover can start on an email sequence. Scoring can be as simple as points for urgency, line of business and whether they ticked 'call me'.
3. Alert you and start the follow-up. An instant alert to you, an automatic acknowledgement to them ('Thanks, I'll call you by 3pm') and a task if nobody has called within an hour.
4. Track the pipeline. Simple stages work: New, Contacted, Quoting, Quote sent, Won, Lost. Keep the renewal date on lost leads, because they are next year's prospects.
5. Store the dates that matter. Renewal or policy anniversary, date of birth and the date of the last review. These fields drive everything in the next section.
6. Book reviews. A booking link clients use themselves, with reminders, saves several emails per appointment and reduces no-shows.

Date-based automations: renewals, birthdays and reviews

For an agent, this is where a CRM pays for itself. Keeping a client is cheaper than finding one, and most retention comes down to being in touch at the right moments. A sensible starting set:

Two practical warnings. First, these only work if the dates are in the CRM, so importing your existing book with renewal dates and birthdays is the most important setup job (and the dullest). Second, personal messages should read as personal. One line from you on someone's birthday does more than a designed newsletter.

Three ways to set it up

Agents usually end up with one of three setups. Here is how they compare for a one-person agency, using published US prices at the time of writing (October 2026), with annual billing where it is offered.

Option 1: a niche insurance platform (Agent CRM, Lead2Client)

Both are built on GoHighLevel, the marketing platform many agencies use, with insurance content, training and support added on top.

Agent CRM costs $97 a month after a 14-day free trial. The plan includes ready-made bundles (a mobile-friendly website, email and SMS sequences, nurturing and cross-sell campaigns, and funnels) for lines such as Medicare, life, IULs, health and annuities, in English and Spanish. It also lists a power dialler, renewal reminders, appointment reminders and an AI assistant. Carrier fees for calls and texts are charged on top.

Lead2Client describes itself as a GoHighLevel-powered platform built only for insurance agents. Its base plan is $97 a month with no contract or setup fee, and covers pipelines, multi-channel messaging, a power dialler, scheduling, a website and funnel builder and email campaigns. An AI tier at $197 a month adds AI lead qualification and chatbots.

Choose this if you sell life, final expense, health or Medicare by phone, buy leads, and want a dialler plus campaigns that other agents have already used. Neither of the other options matches that, and for a high-volume phone seller this is the better choice.

Be aware that GoHighLevel-based tools are powerful but busy, so expect a learning curve. Ready-made sites can look like other agents' sites unless you rework them. And the insurance content leans towards US personal lines, so a commercial or P&C agent, or anyone outside the US, may use little of what they pay for. If you are weighing GoHighLevel-style tools in general, our guide to GoHighLevel alternatives covers the wider field.

Option 2: a general website builder plus a separate CRM

This is the setup most agents drift into: a site on Wix or Squarespace, a CRM chosen separately, and Zapier in the middle moving form submissions across.

A typical one-person version at the time of writing: Squarespace Core or Wix Core at $29 a month, Less Annoying CRM at $15 per user per month, and Zapier Professional from $19.99 a month on annual billing (750 tasks a month, or $29.99 paid monthly). That comes to roughly $64 a month. Zapier's free plan allows only two-step zaps and 100 tasks a month, which runs out quickly once each lead triggers an alert, a CRM record and a follow-up email.

Choose this if design matters a lot to you, you already use an agency management system or a CRM you like, or someone on your team enjoys wiring tools together. This route gives you the widest choice of templates and apps.

Be aware that every connection is a point of failure. A renamed form field or an expired login can stop leads reaching the CRM, and you may not notice for a week. You also need the CRM itself to run the date-based automations. Simple CRMs keep contacts, pipelines and tasks tidy, but Less Annoying CRM's pricing page lists email logging, tasks, pipelines and custom fields rather than automation, so check before relying on any CRM for renewal reminders. Our guide to lead follow-up automation covers what to automate first, whichever tools you use.

Option 3: an all-in-one builder with a CRM (WebNewBiz)

WebNewBiz puts the website, an online store and an AI CRM in one platform. You describe your agency in plain language ('independent agent in Leeds for home, car and landlord insurance, free annual reviews') and the AI drafts the pages, layout and copy. You then change it by chatting with the AI Copilot instead of dragging boxes around.

For an agent, the useful parts are:

• Quote and contact form submissions land in the CRM as contacts automatically, with no Zapier step to maintain.
• The CRM reads and scores leads, and handles deals, tasks and bookings, so review appointments sit next to the client record.
• Workflow automations run on triggers such as a form submission, a scheduled date or a birthday, which covers the renewal and birthday check-ins above.
• You connect your own email, so messages come from your address.
• The funnel builder drafts a landing page, opt-in and thank-you page from a description of the offer (a free policy review, for example), and opt-ins land in the CRM.

The CRM starts on the Growth plan at $79 a month, with 3,000 contacts and 3 team members. Pro at $149 adds the marketing automation side (email campaigns and social media), plus 10,000 contacts and 5 team members. Two-way texting from a business number comes with the phone system on Ultimate at $199, and it is not built for high-volume SMS marketing. Every plan is $1 for the first month, with no minimum contract.

The honest limits. WebNewBiz has no insurance-specific features: no carrier quoting or comparative rating, no ready-made insurance campaigns and no compliance wording. It is not a power dialler for working bought leads. It is a young platform with a much smaller app ecosystem than Wix, Squarespace or Shopify. The AI draft still needs your own facts, photos and licence details. There is no free plan, and the cheapest plan (Lite, $9) has no CRM, so it does not suit this job.

Choose this if most of your business comes from referrals, local search and renewals rather than bought leads, and you want the site, forms, bookings and follow-up under one login. For a wider look at the category, see our comparison of website builders with a CRM.

How to choose: six questions

1. Where do your clients come from? Bought leads worked by phone point to a niche platform. Referrals, Google and renewals point to an all-in-one tool or a builder plus CRM.
2. Which lines do you write? Ready-made insurance content is strongest for US life, health and Medicare. P&C and commercial agents get less from it.
3. Do you need a dialler? If you make dozens of outbound calls a day, yes, and that alone can decide it.
4. Who will look after the connections? If the honest answer is 'nobody', avoid a setup that depends on Zapier.
5. Can it hold your renewal and birthday dates and act on them? During the trial, import ten real clients and build one renewal reminder. If that takes an afternoon of support tickets, you have your answer.
6. What happens to your data if you leave? Ask how you export contacts, notes and dates, and what the account looks like after you cancel.

A setup checklist for your first fortnight

1. Build or generate the site, then replace every generic line with your own facts, photo, licence details and reviews.
2. Add the disclosure wording your regulator requires to the footer and about page.
3. Build the quote form with the fields above, submit a test and check it arrives in the CRM with the source and consent recorded.
4. Import your existing clients with renewal dates and birthdays, tidying duplicates and missing dates first.
5. Set up the new-lead alert, the instant acknowledgement and the one-hour call task.
6. Set up the 60-day and 30-day renewal steps and the birthday message.
7. Put your booking link in your email signature and renewal emails.
8. After two weeks, trace five real leads: did each one arrive, get scored, get a reply and get a call?

Quick answers

What is the best website builder with a CRM for insurance agents?

It depends on how you find clients. If you work bought leads by phone in US life, health or Medicare, an insurance platform such as Agent CRM or Lead2Client ($97 a month at entry) gives you a dialler and ready-made campaigns. If you grow mainly through referrals, local search and renewals, an all-in-one builder with a CRM, or a general builder with a separate CRM, is usually simpler and cheaper to run.

Can my website's quote form send leads straight into a CRM?

Yes. All-in-one platforms do it natively. With a general builder you connect the form to the CRM through a tool such as Zapier, whose paid plans start at $19.99 a month on annual billing, and you need to check the connection regularly.

How do I automate renewal and birthday check-ins?

Store the renewal date and date of birth on each contact, then build workflows that trigger on those dates: a review task about 60 days before renewal, a booking invitation about 30 days before, and a short personal message on the birthday. It only works if the dates are imported.

Does WebNewBiz offer carrier quoting or insurance-specific features?

No. WebNewBiz has no carrier quoting, comparative rating, insurance templates or compliance wording. It provides the website, forms, AI CRM, bookings and date-triggered automations. The CRM starts on the Growth plan at $79 a month, and the first month is $1.

What should an insurance agent's website include?

A page for each line you write, your service area, licence and disclosure details, a short quote form with a consent checkbox, a booking link for reviews, real client reviews and a privacy policy.

Related guides

• Website builder for travel agents: what your site needs and which tool fits

See your own agency's site first

If an all-in-one setup sounds right, the easiest test is to look at a draft of your own site. Try the free AI Website Preview: describe your agency in one sentence and it designs a homepage, free. If you like what you see, our AI website builder builds the full site with the CRM behind it, and you can start for $1 and cancel any time. If you mainly work bought leads by phone, give a niche insurance platform's free trial a fair go first.