60% of Insurance Agency Websites Offer No Contact Form, Online Booking or Live Chat

A family has just bought their first house and needs home and auto insurance before closing. On a Sunday evening they open three local agency websites to ask for quotes. Two of them show only a phone number and office hours. The third has a quote form that runs to a second screen of questions about vehicles, drivers and claims history.

For an insurance agency, the website's main job is to start a quote. A form lets a visitor ask for one at any hour, and each field on it is a question they have to answer before the agency hears from them. Too few routes and the visitor calls a competitor; too many questions and they abandon the form halfway.

60.2% of insurance agency websites offer no contact form, no online booking and no live chat on their main pages. Where agencies do have a form, most keep it moderate, with a median of 6 fields, but a long tail runs far longer: 12.5% of insurance forms ask for 15 or more fields.

In September 2026 we checked the websites of 337 US insurance agencies listed on Google Business Profiles, looking at each homepage and up to two linked pages. On each site we found the largest contact or quote form and counted its fields, and we recorded whether the site had a tap-to-call link, online booking or live chat. 120 of the 337 insurance agency websites had a form. We compared insurance agencies with five other industries: real estate, home services, SaaS, law firms and financial advisors.

A field is any box, dropdown, checkbox or text area a visitor can fill in, such as name, email, phone, date of birth or type of cover. We counted only forms with three or more fields, which leaves out search bars and newsletter sign-ups. The median is the middle form: half ask for fewer fields, half for more.

On those sites, the only way to ask for a quote is to call during office hours or copy an email address. A household comparing prices in the evening or at the weekend cannot reach an agency with no form until the office reopens.

35.6% of insurance agency websites have a contact or quote form on their homepage or main pages. The phone dominates instead: 70.9% have a tap-to-call link, a phone number that dials when tapped on a mobile phone, while 2.7% run live chat.

The median insurance agency form asks for 6 fields, but the average is 9.2 because a minority of forms are much longer. One in ten asks for 16 or more fields, and 12.5% ask for 15 or more, the length of a full quote application completed before the agency makes contact.

At the other end, 25.8% of insurance forms keep it to 3 or 4 fields and half ask for between 4 and 8. 40.8% ask for 7 or more. By average length, insurance forms are the second longest of the 6 industries, behind only real estate.

62.1% of insurance agency websites built on WordPress have a contact or quote form, against 24.1% of agency websites on other or unidentified platforms, more than two and a half times the rate. Forms on WordPress agency sites are also slightly longer, with a median of 6 fields against 5.

WordPress sites can add a quote form with a plugin in an afternoon. On other platforms fewer than one agency in four has added one, so the choice of platform shows up directly in how many visitors can ask for a quote in writing.

If your website has no contact or quote form on the homepage and main coverage pages, add one. A short form next to your phone number lets a household ask for a quote on a Sunday evening instead of calling your competitor on Monday.

Ask only for what you need to call back with a useful first answer: name, phone, email, ZIP code and the type of cover. Collect vehicles, drivers and claims history on the follow-up call or in a second step after the first form is sent. If a field does not change how you respond to the lead, cut it or make it optional.

Then test the form on a phone the way a new customer would. Good insurance agency website design puts a short quote form on every coverage page and keeps the long questions for later.

Embed this research

Cite this study