An insurance agency website chatbot
A visitor comparing agencies at 10pm wants to know if you write landlord policies or handle a teen driver. A website agent answers from your own content, asks the right intake questions for that line of business and books a call with a producer.
What does a chatbot on an insurance agency website do?
It answers questions about the lines you write, the carriers you represent, office hours and how to start a quote, using only your uploaded pages and documents. When a visitor wants a quote, it asks the intake questions for that line, such as vehicles and drivers for auto or construction year for home, then books a call or sends the request to your CRM. Coverage advice and prices stay with licensed agents.
Worked example
Intake questions by line of business
The value of a website agent for an agency is asking different questions for different lines, instead of one long form nobody finishes. An example set you can adapt:
| Line | Example intake questions the agent asks |
|---|---|
| Personal auto | ZIP, number of vehicles and drivers, current carrier, renewal date |
| Homeowners | Address, year built, roof age, any claims in five years |
| Landlord / rental | Number of units, owner-occupied or not, current policy dates |
| Small business | Industry, employees, revenue band, coverages they hold now |
Say your site gets 900 visits a month (an example figure). If 4% open the chat and half of those finish intake, that is 18 complete quote requests a month that arrive with renewal dates attached, which tells producers whom to call first. Swap in your own traffic and rates after a month.
Setup checklist
What to load and connect
- Upload your content: line-of-business pages, carriers you represent, FAQs, office locations and hours, as PDFs, DOCX files, spreadsheets or website URLs.
- Write the intake scripts for each line, using the table above as a start.
- Connect where leads go: HubSpot, Salesforce, Zoho CRM, Google Sheets or Zapier, and Calendly for booking calls.
- Set handoff rules so questions about coverage, exclusions or a specific claim go to the shared inbox with the transcript.
- Paste one line of embed code into the site. With documents uploaded, the chat is live in about five minutes.
Boundaries
What the website agent must not say
It does not decide whether a loss is covered, compare carriers' policy wording or recommend limits. It does not quote a price unless your agency already publishes that number, and then it says final pricing comes from the carrier. It does not take a first notice of loss or look up claim status either; it gives the carrier's claims number and passes the chat to your service team. Answers come only from your content, so if a visitor asks about a line you do not write, it says so plainly and can offer a referral you have listed.
Measuring it
Reading the transcripts each week
Count completed intakes, booked calls and policies bound from chat leads. Then read the conversations that stopped halfway; they usually point to one intake question that feels too personal too early, which you can move later or drop.
See the agent take an auto quote request
Book a demo and we'll map your quote questions, renewal list and producer calendars onto Botcadence.
Common Questions
Agency website chatbot questions
No. Coverage depends on the policy and the facts, so the agent explains that a licensed agent will review it and offers a call or callback. This keeps advice with the people licensed to give it.
Leads can go to HubSpot, Salesforce, Zoho CRM or Google Sheets, or to an agency management system through Zapier or a custom webhook. Each lead arrives with the intake answers and the full chat transcript.
Yes. It replies across 50+ languages, including Spanish, using your English content as the source. You can route non-English leads to a bilingual producer through the handoff rules.
It asks only the questions that fit the line the visitor picked, answers their questions along the way and lets them stop and book a call instead. Visitors who would abandon a long form often finish a short conversation.
Start with quote intake or renewal calls
Most agencies start with after-hours quote requests, then add renewal reminder calls once producers trust the handoff.
- Reader-first workflows
- Human handoff when needed
- Grounded in your content