The short answer: A custom-coded website for an insurance agency runs $3,500 to $12,000 or more, one time. A one-office agency writing two or three personal lines usually sits in the lower half of that range, and the number climbs with every added line of coverage, every producer who needs a page, and every state you are licensed in. The biggest single swing is what you are leaving: a site that lives inside a carrier's marketing system or on a rented platform costs more to replace than one you own, because almost none of the content comes with you. No monthly fee is attached to the build, and you own the site, the content, and the accounts.
A build quote counts three things: how many pages have to exist, how much of the writing starts from scratch, and what has to be cleared out of the way first. An agency pushes on all three.
The general mechanics of any website price, custom versus template, page count, who does the writing, are in the website cost guide. This page is only how they land on an agency.
The published range for a custom build is $3,500 to $12,000 or more, one time. Roughly how an agency moves through it.
Near the bottom. One office, one or two producers, and the two or three lines you actually want more of. A real page per line, an about page that names licensed people rather than a friendly team, a quote request scoped to the coverage beside it, schema identifying the agency and what it writes, and pages that open fast on a phone. Custom designed and hand coded, not a theme with your logo dropped into it.
Through the middle. The full line list including commercial, a page per producer, and the answers your staff repeat all day written down: what to have ready for a quote, what switching mid term involves, whether a certificate can go out same day. A structure that keeps taking pages instead of needing another rebuild the first time you add a line. Most established independent agencies land here.
At the top and past it. More than one office, each with its own page, hours, and profile. Several states of licensing to keep straight. A commercial track alongside the personal one, which is closer to a second site's worth of writing than a few extra pages. Or a tool built into the site rather than linked out, quoted separately: calculators from $600, most workhorse tools $1,500 to $4,000, and Tool Care $75 a month per tool, on custom tools.
Three costs are not in the build number. Getting the site found afterward is ongoing and optional, priced in what SEO costs for an insurance agency. Ads management has no published rate here: the industry bills either flat by the month or as a percentage of spend, and the number we quote is flat, set after a free consult, on Google Ads. And keeping the site patched and working after launch is website maintenance.
Being readable by an AI assistant is part of the build, not an upsell, since what makes a coverage page clear to a person is what makes it quotable. Google now sells ads in and around AI answers, so paid placement does reach those screens. What no budget decides is which agencies the organic answer itself names, which follows from what you publish and what is readable about you, the subject of AI search optimization.
Two agencies the same size can get different quotes. The reasons are usually visible in advance.
It costs more when:
It costs less when:
Worth settling first: if the site is fast, indexes cleanly, and belongs to you, and only the writing is thin, a rebuild may not be the right spend at all. That has its own answer in whether you need a new website or yours can be fixed.
Turning the range into a number takes a short conversation about how many lines, how many producers, how many offices, and what the current site sits on. Two free things first.
More than 50 free tools are published at kellywm.com/tools with no email wall, so neither asks for an address first. What goes into the build is on websites for insurance agencies, and insurance marketing covers the wider picture.
A quote can be honest about the work in front of it: which pages, which forms, which review steps. It cannot honestly name a ranking or a number of quote requests, and nothing we build replaces your own compliance review. Orlando based, working with local service businesses nationwide since 2008. The build is one time with no retainer, anything ongoing is month to month with no long term contract, and you own the site, the content, and the accounts. Get a free mockup, send a quote request, or call or text (407) 694-2055.
Ask four questions before you compare any quote. Who is listed as the registrant on the domain. Whether the pages and photographs are yours to take if you leave. How much of the layout and the underlying code you are allowed to change today. And what happens to the site the day that agreement or appointment ends. If the domain sits with someone else and the content stays behind, the price of a new site includes writing everything again, which is worth knowing before you compare numbers. It also means money spent improving the current site is money spent on something you do not keep.
For most agencies, hand off. A real quote needs information you should not be collecting in a public form and pricing that lives in the carrier and rater systems you already pay for, so the site's job is to capture enough to route the request to the right producer and get someone talking quickly. For people who already have a policy, the site can point cleanly at your portal or the carrier's account center instead of duplicating it. If you do want something interactive, a coverage worksheet or comparison tool is quoted separately, from $600 for a simple calculator and $1,500 to $4,000 for most workhorse tools, with Tool Care at $75 a month per tool. Launch first, see what people actually ask for, then build that.
Anyone a client would ask for by name should have one, which usually means licensed producers rather than everyone in the office. Each page is a photograph, what that person writes, the office they work from, and a direct way to reach them, so each one adds writing time and a place in the structure. That is part of why an agency with six producers is a larger build than a two person office. They are also easy to add later, and the site is built so a producer can be added or removed without disturbing anything else, which matters more in this business than most: a bio still live a year after somebody left is a credibility problem, and an avoidable one.
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Book a free consultation → Or call/text directly: (407) 694-2055Tell us a little about the business and we will come back with an honest read: what we would fix first, what it costs, and whether you need us at all. Prefer to see work before you talk numbers? Get a free homepage mockup, built for your business, yours to keep either way.
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