Every page that ranks for insurance lead conversion rates is about leads you buy. None of them says what happens to the quote requests that come in through an agency’s own website. So we checked. We matched 116 quote requests from new prospects on four live independent agency websites, July 31 to October 21, 2026, against each agency’s own CRM to see which ones bought a policy. Four agencies is a small sample, so read this as directional, not as a benchmark.
Last updated: October 22, 2026
Do insurance agency website leads actually close?
Yes. Of 116 quote requests from new prospects, 16 have sold so far, 61 did not buy, and 39 are still being worked. That is 21 percent of the leads that have a decision and 14 percent of all of them. In the oldest month, 9 of 27 sold.
Both numbers are true, and they answer different questions. The 14 percent counts every lead, including ones that came in last week and have not had a fair chance yet. The 21 percent only counts leads where the agency already knows the answer. The real long-run rate will land somewhere between them once the open leads are decided.
A “lead” here is a real person who finished a quote, callback or contact form on the agency’s site. We took out service requests, leads from paid social ads, people who were already customers, people who had already been a lead before, and repeat submissions from the same person. What is left is new people who found the agency’s website and asked for a quote.
What is a good close rate for insurance leads?
The ranges you will find online are for bought leads and come with no sample. One CRM vendor lists exclusive web leads at 8 to 15 percent. A lead seller lists shared web leads at 10 to 22 percent and says on its own page that its figures are illustrative. Neither covers leads from your own website.
As of October 2026, here is what those pages say and where they come from:
- Kadence, a CRM vendor, puts “exclusive web leads” at 8 to 15 percent close, with no named source and no sample size.
- OneLife Marketing Solutions, a lead seller, puts shared web leads at 10 to 22 percent and Facebook lead forms at 10 to 20 percent, also with no sample.
- Web Tonic gives a 2.64 percent conversion rate for finance and insurance Google Ads, from a WordStream sample of 13,474 campaigns. That number stops at the form. It says nothing about who bought a policy.
Our 21 percent of decided leads sits at the top of the bought-lead ranges, and the 9 of 27 from the oldest month sits above them. I would not hang a sales pitch on four agencies. But it makes sense that a person who looked up your agency and filled out your form closes better than a name that was sold to three other agents the same afternoon.
Why does the close rate look lower on recent leads?
Because recent leads have not been decided yet. Of the 44 October leads, 26 are still open. Of the 27 leads from July 31 through August, only 2 are still open. Any close rate that mixes old and new leads will drag down as volume grows, even when nothing is wrong.
| Month the lead came in | Leads | Sold | Did not buy | Still open |
|---|---|---|---|---|
| July 31 to August 31 | 27 | 9 | 16 | 2 |
| September | 45 | 6 | 28 | 11 |
| October 1 to 21 | 44 | 1 | 17 | 26 |
| Total | 116 | 16 | 61 | 39 |
If you track your own close rate, track it by the month the lead came in, and give each month time to finish before you judge it. Otherwise last week’s leads make every month look like a bad one.
How fast do website leads close?
Fast, when they close at all. The median sale was written 5 days after the form came in. Seven of the 16 sold within 2 days, and 10 sold within 6 days. The slowest took 25 days.
Four sites cannot tell you why, but the shape fits what you would expect. A person who finishes a quote form on an agency’s site usually wants a quote this week, and the agency that calls back first with a real number has the inside track.
So the website’s job ends at the form, and the agency’s job starts there. A lead that sits until Friday is competing with every other agent that person also contacted.
Which kinds of quote requests closed?
Home quotes closed best in this sample. Of 43 home quote requests, 8 sold. Bundles sold 3 of 24, auto sold 2 of 31, and commercial sold 0 of 10, with 6 of those decided and lost. These counts are small, so treat the pattern as something to watch, not a rule.
We do not know why auto-only requests closed less often here, because none of the lost leads has a reason recorded (more on that below). Commercial requests often take longer to work, so some of those 10 may still turn. Three of the 16 sold households bought two or more policies, which is the part of a website lead that does not show up in a close rate at all.
What is a sold website lead worth?
The 14 sales with carrier-confirmed premium totaled $43,181 in annual premium, a median of $2,633 per household. The smallest was $522 and the largest was $10,110. Two more sales are recorded at quoted premium until the carrier confirms them, so we left them out of these numbers.
That is premium, not agency revenue. What the agency keeps depends on its commission split with each carrier, which we do not see. Our plans are listed on the AI-ready website page, and the full count of leads per site is in how many leads an insurance agency website should get.
Why don’t we know why the others did not buy?
Because nobody wrote it down. All 61 leads that did not buy are marked closed in the agency’s CRM, and not one has a loss reason recorded. That is not a knock on these agencies. Picking a loss reason is an extra click at the end of a busy day, and most CRMs let you skip it.
It matters more than it sounds. Was it price? Did we never reach them? Were they shopping a risk no carrier on the panel would write? Each answer has a different fix, and without the reason you cannot tell which one you need. Hard to fix what you cannot see. If your CRM lets you pick a loss reason when a lead is closed, make it required. Even three choices (price, no contact, not a fit) would turn 61 blanks into something you can act on.
How do I measure my own website close rate?
Tie every website lead to the record your team actually works, then count sold policies against that lead, by the month the lead came in. Take out the people who were already customers or already leads. Then wait for each month to finish before you judge it.
A simple version:
- Send website leads straight into your CRM with a lead source that says “website”, so they never get retyped and lost.
- Separate paid from organic. Leads from ads belong in their own column.
- Take out existing customers and repeats. They make the rate look better or worse than it is.
- Count by lead month, not sale month, and leave the newest month out until most of it is decided.
- Require a loss reason when a lead is closed without a sale.
- Write down the date range and the count any time you quote the rate. “21 percent” means nothing without “of 77”.
How we counted
Every number here comes from the lead records of four live independent agency websites EffiWise built and hosts, matched to each agency’s own CRM records to see which leads sold. A lead is a completed quote, callback or contact form from a new prospect, not a service request, not from paid social ads, not an existing customer, not someone who was already a lead, and not a repeat. A sale is a policy recorded as sold in the agency’s CRM and matched back to the website lead. Fifteen more website leads had not been matched to a CRM record yet and are not counted. No agency is named next to any number in this article. All queries were run on October 22, 2026.
The sample is four agencies and 116 new-prospect leads, July 31 to October 21, 2026. We will re-run it once the 39 open leads are decided. If you want to see what your agency’s site would look like before you pay anything, we build a preview first.