Friendly Disclaimer
If your quote flow works, keep it. Don’t fix what isn’t broken. Nothing here is one size fits all. Take what helps and skip the rest.
Want more and better opportunities? Warmer leads, cleaner data, higher close rate? Try this play.
This guide leans Personal Lines. It can fit Commercial Lines too.
Bottom line: keep your wins, borrow our pieces, make it yours.
Build Trust in 2 Minutes: A Quote Flow That Wins
Trust wins quotes.
And you can build it in under two minutes.
Agency owners: if your quote form feels like a wall, good prospects bounce. They don’t need “shorter.” They need clear steps and a human touch that says, “We’ve got you.” Here’s a simple, proven flow:
Short Form → Landing Page with a Thank-You Video → [Optional: Additional Action Items]
Your goal isn’t to collect everything. Your goal is to build trust fast, set expectations, and start a real conversation.
The 2-Minute Trust Play (Why this works)
- Less friction: Tiny first step gets more people to start.
- More clarity: “Here’s what happens next” calms nerves and cuts back-and-forth.
- Human connection: A face on video beats any badge.
- Better data (later): People share more once they trust you.
The Flow (step-by-step)
1) Short Form — two smart paths
Purpose: Earn the click. Start the relationship. Keep it to ~60 seconds.
Owner tip: Step 1 is for contact + intent. Save underwriting for Step 2.
Option A: Let them choose how to start (with QuoteForms)
Offer three simple starts right on Step 1:
- Start My Quote (More Questions)
- Import My Insurance (PolicyLink, Canopy Connect, InsurGrid)
- Request a Call (Some people want a human first)
Why this works: You meet people where they are. Each choice moves them forward without pressure.
Option B: Quick request (no QuoteForms)
- Page 1 — “How can we help?”
Multi-select lines of business (let them cross-sell themselves). - Page 2 — “What’s your address?”
A small step up in commitment; helpful for property lines. - Page 3 (conditional) — “Is this a new purchase?”
Show only if they picked a property-related line. - Page 4 (conditional) — “When is your closing date?”
Show only if Page 3 = Yes; gauges urgency. - Page 5 — “How should we contact you?”
Email, Mobile, Text OK? (Y/N), “Referred to a specific agent?” (Name)
Tip: If you focus on Personal and Commerical Lines and want to have a different flow for each have a one step form that has a single select of Personal Insurance OR Business Insurance and based on their selection redirect them to the correct form/landing page.
Sales Psychology Tip💡
Set the tone, not false speed.
Small, visible steps signal quality over rush, which attracts buyers who value advice not just the cheapest number. Try lines like:
- “We don’t do instant quotes—we do right quotes.”
- “Two quick steps so we can match the right coverage to your needs.”
2) Landing Page + Thank-You Video
Purpose: Gather only what speeds the quote and make it human.
📹 Thank-You Video (45–60s) — top of the page
- Open: “Hey, I’m [Name] with [Agency]. Thanks for starting your quote.”
- What happens next: “We’ll review today and reach out by [timeframe].”
- What we need (optional): “Upload/Connect your current policy below—it speeds things up.”
- How to reach us: “Text or call [number] anytime.”
- Close: “You made a great choice—we’ll take it from here.”
Also send the video link in the confirmation email + SMS.
Bonus: Record one version for Personal Lines and another for Business Lines. Keep it casual. Smile.
Trust block (3 bullets) under the video
- “Average response time: same business day.”
- “You’ll hear from a licensed advisor.”
- “Zero spam.”
Optional blocks on this page (below the video)
- Import Your Insurance — Embed PolicyLink / Canopy Connect / InsurGrid. Explain the “why” in the video so it feels helpful, not pushy.
- Continue with Long Form — “Want to keep going? Add a few more details.” You already captured the lead either way.
- Reviews that build trust (not price) — Pull in Google Reviews that praise service, claims help, and experience.
They’ve likely seen price reviews already. Now show why you’re the right partner.
(Have a reviews strategy? Link to your “How to Get More Google Reviews” guide here.) - Book a Time — Embed Calendly or cal.com for those ready to pick a slot.
Lead Quality, Opportunities & Agency Standards
You don’t have to work every lead. Opportunities matter. Define what you want—then make it a standard.
Bake rules into your form logic:
- No Auto-only? If “Auto” is selected without “Home,” show a kind note and disable submit:
“We help when we can bundle to save you time and money. Add Home to continue, or text us if you have questions.” - Don’t write Renters or Mobile Home? Don’t list them. (People can’t ask for what isn’t there.)
- Territory/Carrier fit: If ZIP is outside your footprint, route to a nurture list or a warm referral partner.
Owner standard: Publish these rules. Train the team. Stick to them.
What to measure (simple KPIs)
- Start Rate: Visitors → Step 1 submissions
- Completion Rate: Step 1 → Step 2 submissions
- Schedule Rate: Step 2 → calendar booked
- Time to First Touch: Submission → first human reply
- Close Rate: Quotes won / quotes worked
Improve one lever at a time: Start Rate (trim Step 1), then Completion (simplify Step 2), then Schedule (calendar placement + copy).
Common objections (and quick answers)
“Won’t a short form bring junk?” Two steps + video filter politely. The wrong fits exit early.
“We need more data up front.” You need trust first. Data flows after a human reply.
“Video feels awkward.” So does losing the lead. A friendly 60-second clip changes everything.
“We’re drowning in low-value leads.” You don’t have to work every lead. Use rules to protect your team’s time.
Bottom line
Lead with a tiny ask, show the path, and put a human face on it. That’s how you turn a cold form into a warm conversation and more wins.
Ready to try this… maybe today?
Tap below to get a loose starter kit:
- A first step you can shape
- A follow-up page with a quick video
- A few optional extras if you want them
- Simple guardrails for who you work with
- Basic routing so nothing slips
- Light email and text nudges
- A simple way to watch what’s working