Insurance agency website design, with the rules built in

What does an insurance agency website need?

An insurance agency website needs what any small business site needs, plus the parts that decide whether a sale is credited to you and whether you’re marketing only where you’re licensed:

• Quote and enrollment links that carry your agent ID
• Only the states you’re licensed in, named the same way on every page
• Your license details where your state asks for them
• A page for each line you sell, in your clients’ words
• A short contact form with consent to be contacted, and nothing sensitive
• The disclaimer CMS requires, if you sell Medicare Advantage or Part D plans for more than one company
• Nothing that suggests you’re Medicare, HealthCare.gov or any other part of the government
• Fast on a phone, and usable with a keyboard and a screen reader

Most of these can be checked by a computer. We add a test for each one that can, so a change that breaks it fails before it goes live.

Why does every quote link need my agent ID?

Because the ID is how a sale that starts on your website gets tied to you. HealthSherpa, for example, gives each agent a marketing link to a branded enrollment site, and a consumer who enrolls through it is linked to that agent’s HealthSherpa account (HealthSherpa help center, August 19, 2026). HealthSherpa’s own example carries the ID in the address, as healthsherpa.com?_agent_id= (its guide to tracking links, February 25, 2025). We treat every carrier quote link that carries your agent or broker ID the same way.

A link that loses its ID still opens the quote page, so nothing looks broken. The sale just may not be credited to you. On a site we build, each link is typed once, and a test fails the build if any quote link on the site is missing your ID.

Which states can my website say I serve?

Only the states where you’re licensed for the lines you sell. Each state requires a license to sell, solicit or negotiate insurance there. Nevada’s law, for example, says: “A person shall not sell, solicit or negotiate insurance in this state for any class of insurance unless the person is licensed for that class of insurance” (NRS section 683A.201, last amended in 2003). The NAIC’s model licensing law says the same (Producer Licensing Model Act, section 3), and CMS reminds Marketplace agents that they “must be licensed in each state where they are assisting consumers” (CMS compliance training, August 28, 2025).

On a site we build, your states come from one list, so every page names the same ones. Nothing says “nationwide” or “all 50 states” unless that’s true, and a test fails if a page names a state that isn’t on your list.

Where should my license number go?

Wherever your state requires it, and beside your contact form, where people decide whether to get in touch. There’s no national rule. California’s is the clearest we found: licensees must show their license number on business cards, written price quotes and print ads distributed only in California, and in emails about work that needs a license (California Insurance Code § 1725.5, amended effective January 1, 2024). The statute doesn’t mention websites. In a 2005 opinion, New York’s insurance department repeated that a license number isn’t required online, and called it prudent to show licensing details on a website that’s an extension of an office (NY DFS opinion 05-01-05). We found no such rule in Nevada’s insurance laws.

Your National Producer Number, or NPN, is the ID that connects your licensing records across states (NIPR’s help page, updated June 3, 2026). Showing your name with your license number or NPN beside the form tells people exactly who they’re dealing with.

What disclaimer does a Medicare agent’s website need?

An agent who sells Medicare Advantage or Part D plans for more than one company needs CMS’s TPMO disclaimer, “prominently displayed” on the agent’s website (the disclaimer rule, 42 CFR 422.2267(e)(41), and 423.2267(e)(41) for Part D, current as of October 14, 2026). CMS counts independent agents and brokers as third-party marketing organizations, or TPMOs (the definition, 42 CFR 422.2260).

The wording is fixed. An agent who doesn’t sell for every Medicare Advantage company in the area uses this one, with the numbers filled in:

We do not offer every plan available in your area. Currently we represent [insert number of organizations] organizations which offer [insert number of plans] products in your area. Please contact Medicare.gov or 1-800-MEDICARE to get information on all of your options.

An agent who sells for every company in the area uses a shorter version that ends: “You can always contact Medicare.gov or 1-800-MEDICARE for help with plan choices.”

The wording changed for 2027. CMS’s final rule of April 6, 2026 took the State Health Insurance Assistance Program (SHIP) out of both versions, for marketing from October 1, 2026 (the final rule, 91 FR 17384). A site that still mentions SHIP in its disclaimer is showing the old wording. The same disclaimer also goes in emails, chats and other marketing, and on a sales call it comes before any discussion of benefits.

On a site we build, the disclaimer is typed once, with your current numbers, and shows on every page, prominently on each Medicare page.

Can my website say it’s “official” or use the Medicare name?

Your website can say you sell Medicare and Marketplace plans. It can’t suggest you are Medicare, HealthCare.gov or a government office. Federal law bars using words such as “Medicare”, “Centers for Medicare & Medicaid Services” or “HHS”, or their emblems, in a way that could give the false impression that Social Security, CMS or HHS approved, endorsed or authorized you, or that you’re connected with them. A disclaimer of affiliation doesn’t cure it, and online, each viewing can count as a separate violation (the statute, 42 U.S.C. 1320b-10).

CMS’s rules point the same way:

• Medicare Advantage and Part D plans can’t use the Medicare name, the CMS logo or the Medicare card in a misleading way, and need CMS’s permission to show the card’s image (the marketing rule, 42 CFR 422.2262, and 423.2262 for Part D). Plans must make sure the agents who sell for them follow the same rules (the agent oversight rule, 42 CFR 422.2274).
• In the states that use HealthCare.gov, Marketplace agents can’t falsely use government logos or look-alikes (the Marketplace agent rule, 45 CFR 155.220(j)(3)(iii)(D), from July 20, 2026). CMS also tells them not to say they represent CMS, the Marketplace or HealthCare.gov (CMS tip sheet, September 2023).

On a site we build, “official” and “government” never describe your agency, an enrollment platform such as HealthSherpa is named as a third-party partner, and the design doesn’t borrow a government look.

What should an insurance quote form ask for?

Only what you need to get back to someone: a name, an email or phone number, their state, a short message and their consent to be contacted. Leave out Social Security numbers, birth dates, income and health details. They belong on a call or in the carrier’s own application, not in an email from a website form.

If the form leads to marketing calls or texts sent with an autodialer or a prerecorded voice, federal rules require the person’s prior express written consent (the FCC’s rule, 47 CFR 64.1200, current as of October 14, 2026):

• It’s a signed agreement, and an electronic signature counts.
• It clearly says they agree to those calls or texts at that number, and that agreeing isn’t a condition of buying anything.
• The FCC counts texts as calls.
• People can take consent back in any reasonable way, such as replying STOP, and the request must be honored within 10 business days.

The FCC’s 2023 “one-to-one consent” rule, which would have limited each consent to a single seller, never took effect. A federal appeals court struck it down in January 2025 (Insurance Marketing Coalition v. FCC).

Medicare adds its own rules. When a form asks about specific Medicare products, CMS treats it, in effect, as a scope of appointment: for 12 months, you can contact the person about those products, unless they ask you to stop. Other products, or the same products for the next plan year, need a new one (CMS final rule, 91 FR 17457, April 6, 2026). Unsolicited calls, texts, voicemails and social media messages are off-limits (the contact rule, 42 CFR 422.2264). The details someone gives can’t go to another marketing company without their written consent, given separately for each company (the data-sharing rule, 42 CFR 422.2274(g)(4)).

If you’d rather take every inquiry through the form, the site can leave your phone number off entirely, with a test that keeps it from coming back.

What does an insurance agency website cost?

It depends on who builds it. The insurance website platforms that list prices charge by the month. BrightFire’s pricing page lists an SEO bundle that includes an agency website at $290 a month, and Webtricity, a website builder that shows insurance agency sites among its examples, lists plans from $49 to $199 a month on its pricing page. EZLynx and AgentMethods don’t list prices on their sites; each asks for a demo first. All checked October 15, 2026.

A Well Coded website is a fixed quote. Every project starts with a free 30-minute call and a written plan, and the fixed quote comes with the plan, before work starts. What every Well Coded website includes is on our page about small business web design.

Who builds it?

Well Coded Solutions is based in Las Vegas, Nevada, and run by Stefan Kudla, a lead full-stack developer who builds production software by day. You can read about Stefan’s background and published writing. We work with businesses across the US: the call, the plan and the weekly previews all happen online.

We built the website for Well Covered Solutions, an independent insurance broker licensed in seven states, and tests check its quote links, licensed states and license number on every build.

The plan and fixed quote come in week 2, and there’s a preview to click through every week after that. By default the site is hosted with us, so updates and fixes are handled for you, or we can set everything up in your name instead.

To get started, tell us about your agency and we’ll reply with a clear next step.