{
  "title": "The State of Independent Insurance Agency Websites 2026",
  "edition": "2026-Q4",
  "period": "Q4 2026",
  "sample": false,
  "source": "corpus",
  "note": "Aggregates computed from automated scans. No individual site is identified.",
  "url": "https://clikiti.com/research/insurance/2026-q4",
  "scannedAt": "2026-10-15T13:13:05.732Z",
  "publishedAt": "2026-10-15T12:52:58.444Z",
  "modifiedAt": "2026-10-15T13:13:19.205Z",
  "license": "CC BY 4.0",
  "licenseUrl": "https://creativecommons.org/licenses/by/4.0/",
  "attribution": "Free to use and cite under CC BY 4.0. Credit Clikiti with a link.",
  "citation": "Clikiti. (2026, October 15). The state of independent insurance agency websites 2026 (Q4 2026) [Report]. https://clikiti.com/research/insurance/2026-q4",
  "audience": "Web agencies and freelancers selling to independent insurance agencies",
  "sampleSize": 170,
  "marginOfErrorPts": 7.5,
  "medianScore": 77,
  "meanScore": 77,
  "meanQuestionsAnswered": 4.7,
  "questionCount": 9,
  "findings": [
    "Only 22% of the 170 independent insurance agency websites we scanned show a licence number, an NPN or the states the agency is licensed in.",
    "A typical site answers five of the nine questions clients ask before choosing (mean 4.7).",
    "The median overall score is 77 out of 100 (mean 77).",
    "The least-answered questions are \"Are you licensed where I live?\" (22%), \"Do other clients vouch for you?\" (36%) and \"What do I do when I need to claim?\" (39%).",
    "The best-answered are \"What can you insure?\" (93%) and \"Can I start a quote online?\" (78%).",
    "By kind of business, the highest median score is 78 (personal lines), against 78 for commercial and business, 77 for specialty: farm, marine and flood and 75 for life, health and Medicare.",
    "94% fail \"Loads in under 2.5 s on a phone\" (Core Web Vitals · LCP).",
    "79% fail \"Text contrast passes 4.5:1\" (WCAG 1.4.3).",
    "69% fail \"InsuranceAgency structured data\" (Schema.org · InsuranceAgency)."
  ],
  "questions": [
    {
      "id": "licensed",
      "question": "Are you licensed where I live?",
      "label": "Licence number, NPN or licensed states shown",
      "standard": "Client question 7",
      "passPct": 22,
      "bySegment": {
        "pers": 21,
        "comm": 26,
        "life": 27,
        "spec": 14
      }
    },
    {
      "id": "reviews",
      "question": "Do other clients vouch for you?",
      "label": "Reviews marked up, in a widget or quoted",
      "standard": "Client question 9",
      "passPct": 36,
      "bySegment": {
        "pers": 46,
        "comm": 28,
        "life": 41,
        "spec": 21
      }
    },
    {
      "id": "claims",
      "question": "What do I do when I need to claim?",
      "label": "How to file a claim, with a number or link",
      "standard": "Client question 5",
      "passPct": 39,
      "bySegment": {
        "pers": 56,
        "comm": 40,
        "life": 10,
        "spec": 45
      }
    },
    {
      "id": "carriers",
      "question": "Which companies do you quote?",
      "label": "Three or more insurance companies named in text",
      "standard": "Client question 3",
      "passPct": 40,
      "bySegment": {
        "pers": 53,
        "comm": 37,
        "life": 24,
        "spec": 41
      }
    },
    {
      "id": "service",
      "question": "Can I pay or change my policy without calling?",
      "label": "Pay a bill or request a change online",
      "standard": "Client question 8",
      "passPct": 52,
      "bySegment": {
        "pers": 63,
        "comm": 74,
        "life": 12,
        "spec": 52
      }
    },
    {
      "id": "contact",
      "question": "How do I reach you, and when are you open?",
      "label": "Tappable phone plus office hours",
      "standard": "Client question 1",
      "passPct": 53,
      "bySegment": {
        "pers": 56,
        "comm": 56,
        "life": 46,
        "spec": 52
      }
    },
    {
      "id": "agents",
      "question": "Who would my agent be?",
      "label": "An agent named with their role",
      "standard": "Client question 6",
      "passPct": 56,
      "bySegment": {
        "pers": 56,
        "comm": 63,
        "life": 59,
        "spec": 41
      }
    },
    {
      "id": "quote",
      "question": "Can I start a quote online?",
      "label": "A quote can be started online",
      "standard": "Client question 4",
      "passPct": 78,
      "bySegment": {
        "pers": 84,
        "comm": 86,
        "life": 59,
        "spec": 83
      }
    },
    {
      "id": "lines",
      "question": "What can you insure?",
      "label": "Three or more lines of cover named",
      "standard": "Client question 2",
      "passPct": 93,
      "bySegment": {
        "pers": 98,
        "comm": 93,
        "life": 90,
        "spec": 86
      }
    }
  ],
  "technical": [
    {
      "id": "lcp",
      "label": "Loads in under 2.5 s on a phone",
      "standard": "Core Web Vitals · LCP",
      "failPct": 94,
      "bySegment": {
        "pers": 93,
        "comm": 98,
        "life": 93,
        "spec": 93
      }
    },
    {
      "id": "con",
      "label": "Text contrast passes 4.5:1",
      "standard": "WCAG 1.4.3",
      "failPct": 79,
      "bySegment": {
        "pers": 75,
        "comm": 84,
        "life": 88,
        "spec": 69
      }
    },
    {
      "id": "schema",
      "label": "InsuranceAgency structured data",
      "standard": "Schema.org · InsuranceAgency",
      "failPct": 69,
      "bySegment": {
        "pers": 61,
        "comm": 65,
        "life": 80,
        "spec": 76
      }
    },
    {
      "id": "alt",
      "label": "Images have text descriptions",
      "standard": "WCAG 1.1.1",
      "failPct": 19,
      "bySegment": {
        "pers": 25,
        "comm": 9,
        "life": 27,
        "spec": 10
      }
    }
  ],
  "segments": [
    {
      "id": "pers",
      "name": "Personal lines",
      "sites": 57,
      "median": 78,
      "weakPct": 0
    },
    {
      "id": "comm",
      "name": "Commercial and business",
      "sites": 43,
      "median": 78,
      "weakPct": 2
    },
    {
      "id": "life",
      "name": "Life, health and Medicare",
      "sites": 41,
      "median": 75,
      "weakPct": 0
    },
    {
      "id": "spec",
      "name": "Specialty: farm, marine and flood",
      "sites": 29,
      "median": 77,
      "weakPct": 0
    }
  ],
  "agencyProblems": [
    {
      "id": "lcp",
      "label": "Loads in under 2.5 s on a phone",
      "standard": "Core Web Vitals · LCP",
      "failPct": 94,
      "fix": "Resize and compress the hero image, defer chat and quote scripts, aim for under 2.5 s on a phone.",
      "pitch": "Your home page takes several seconds to appear on a phone.",
      "effort": "Build"
    },
    {
      "id": "con",
      "label": "Text contrast passes 4.5:1",
      "standard": "WCAG 1.4.3",
      "failPct": 79,
      "fix": "Raise text contrast to at least 4.5:1 in the theme, including text over photos.",
      "pitch": "Parts of the site are hard to read, and it is a WCAG failure.",
      "effort": "Quick fix"
    },
    {
      "id": "licensed",
      "label": "Licence number, NPN or licensed states shown",
      "standard": "Client question 7",
      "failPct": 78,
      "question": "Are you licensed where I live?",
      "fix": "Put the agency licence number or NPN and the states it is licensed in on the footer and the about page.",
      "pitch": "A client cannot see from your site whether you are licensed in their state.",
      "effort": "Quick fix"
    },
    {
      "id": "schema",
      "label": "InsuranceAgency structured data",
      "standard": "Schema.org · InsuranceAgency",
      "failPct": 69,
      "fix": "Add InsuranceAgency structured data with the address, phone, hours and areas served.",
      "pitch": "Search engines and assistants have to guess what you are, where you are and when you are open.",
      "effort": "Quick fix"
    },
    {
      "id": "reviews",
      "label": "Reviews marked up, in a widget or quoted",
      "standard": "Client question 9",
      "failPct": 64,
      "question": "Do other clients vouch for you?",
      "fix": "Show real client reviews through a review widget, marked up for search engines.",
      "pitch": "Your clients vouch for you elsewhere, and your site never shows it.",
      "effort": "Quick fix"
    }
  ]
}