Business Insurance Website Design Analysis — Paterson, NJ

Before you get Friday brain, take a sip of coffee and hunker down for some small business website design tips. Today I’m looking at an independent insurance agent’s website. Exclusive Insurance specializes in a wide range of insurance policies, including business insurance, and we want to see how they present those services online!

Standard rules apply: there are 5 essentials of business website design that you have to know if you want to turn online prospects into customers. I’ll point them out as I go through Exclusive Insurance’s website.

See the site in action:


As I do more and more of these website analyses for this blog, I realize I keep coming back to a specific design principle when it comes to homepage design (and it’s an important principle for postcard design too): Immediacy. What I mean is: Your homepage must convey to the prospect immediately what you are offering them and why they want/need it.


Thinking of that principle, take a gander at Exclusive Insurance’s homepage. It takes you probably two seconds (at most) to realize what they offer. Insurance. What kind? Boom – personal and business. So if you need, say, car insurance, you know you have to just click on the personal insurance tab to see what they can do for you. It’s clear and professional, and that’s exactly what you are looking for in a professional service business like insurance.


There are a number of marketing elements Exclusive Insurance incorporates well. Here are a few…

1) Contact Form – Yes, yes, yes! A lead capture form on the homepage is so important if you want your website to generate leads. And if you don’t want that, why do you have a website? I’ve called out a couple businesses in this column before for not having a form on their homepage, and I’m glad to see Exclusive Insurance took note!

2) Contact Info – Where should your contact information be? All together now: The top-right corner. Correct! Exclusive Insurance nailed it.

3) Social Media Icons – Exclusive Insurance isn’t just some disembodied insuring force, it is made up of real people who use social media. That is the implication when you see social media icons on the bottom of a business’ page, and I like that Exclusive is leveraging that thought process in a traditionally cold and calculating industry.

SEO (Search Engine Optimization):

SEO is the practice of optimizing your website so that search engines can understand what your website is about and rank it for relevant keywords people might be using to search for sites like yours. The better your SEO, the higher your website ranks for certain keywords.

Exclusive Insurance focuses on the terms you would expect. Phrases like “home insurance,” “car insurance,” and “business insurance” can be found all throughout the site. They also make sure that the name of their town, Paterson, NJ, is present on every page to help Google send local traffic their way.


The main copywriting task for professional service companies is to inject some personality into their writing while still maintaining a professional appearance and tone. I think the writing on does a good job of being professional, but not coming across like a robot!



Ever meet a super attractive person who was a total jerk. That’s a beautiful website with bad programming. Faulty links and images that don’t load properly on your site reveal your site to have a less-than-desirable “personality,” and prospects will head for the hills. Luckily, Exclusive Insurance’s site doesn’t suffer from that fate, thanks to professional programming.

Does your site have all 5 of the small business web design essentials? Find out by downloading our Ultimate Small Business Web Design Checklist.



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