Owners have been asking this question on insurance forums for over a decade, and the answers are still opinions. In a 2015 thread, a P&C owner whose old site brought in about one quote request every two months said she “cannot pin anyone down” on a realistic number. So here are real numbers: four live independent agency websites we build and track, 107 leads, August 1 to October 9, 2026. Four agencies is a small sample. Read every number below with that in mind.
Last updated: October 9, 2026
How many leads should an insurance agency website get?
On the four agency sites we track, a new website brought in 11 to 29 completed quote requests in its first 30 days, and about 16 a month per site on average after that. That counts finished forms from real people only. It leaves out phone taps, paid social ads and service requests. Four agencies, 107 leads, ten weeks.
Three of the four sites already appear with these first-month numbers on our home page:
| Agency | Market | Previous site | Leads, first 30 days |
|---|---|---|---|
| Rondon Insurance | Edmond, OK | InsuranceSplash template, almost no inbound | 11 (27 by day 60) |
| The Boswell Agency | Murray, KY | BrightFire site | 17 |
| Oklahoma Insurance Group | Norman, OK | Advisor Evolved WordPress site | 29 (in its first 24 days) |
| All four sites combined | 107 leads, about 16 per site per month |
The fourth site counts in the combined numbers only. Across all four, about 2 in every 100 visitors finished a quote request: 107 leads from 5,406 visitors, with paid social traffic taken out of both sides. Visitors who block analytics are not in that count, so the real rate is probably a little lower.
What counts as a lead from an agency website?
A lead is a real person who finished a quote, callback or contact form asking to buy something. Half-finished quotes, service requests, test submissions and leads from paid ads do not count. Phone taps get counted separately. If you are comparing your number to anyone else’s, ask which of these they included first.
Here is everything we threw out to get to 107, across the same four sites and the same dates:
- 195 unfinished quote forms. 298 people started a quote and 103 finished it. The other 195 are worth chasing, but they are not leads.
- 89 leads from paid social ads. Those came from ad spend, not from the website, so they are not the site’s leads.
- 9 service requests. Someone asking for an ID card is a customer, not a lead.
- 69 taps on the phone number. Counted on their own. More on that below.
Of the 107 that stayed, 103 were quote forms, 3 were callback requests and 1 was a contact form.
How long does a new agency website take to get its first leads?
On our sites, days, not months, when the agency already has demand. The two September launches did 17 and 29 in their first month. Rondon started slower, 11 in the first 30 days, then 16 more in the next 30. The often-quoted forum line is “9+ months to get real traction” (2019). That did not match what we saw.
One thing to be plain about. Our lead tracking on the two July sites started about two weeks after Rondon’s site went live. So the 30 days in the table start at each site’s first recorded lead, not its launch date. Counted from launch, Rondon’s first month would look smaller, but most of those first two weeks were simply not measured. The September sites were tracked from day one.
Some ramp is normal for a replacement site. Google has to find the new pages, and the old site’s links and listings have to start pointing at the new one.
Is 50 leads a month a realistic goal?
Not from organic traffic on a local agency site, going by our numbers. The best of our four sites ran at a pace of about 36 leads in 30 days. The average was about 16. You can get to 50 with paid ads, but then the ads are producing the leads, not the website.
The 50 number has been around a long time. A reply in that same 2015 forum thread called 50 a month “a realistic goal,” and a 2015 InsuranceNewsNet how-to set 50 a month as the target. That article was about national life insurance lead sites, which is a different business from a local P&C agency writing home and auto in one county. Another reply in the 2015 thread put it better: a website by itself, with no plan to get traffic to it, will sit there pretty idle.
What do people ask for when they request a quote online?
Mostly home. Of the 107 leads, 45 asked about homeowners, 29 about auto, 19 about a home and auto bundle, and 7 about commercial. The rest were other lines. If your website treats auto as the front door, our data says the front door is the house.
That fits what independent agencies tend to sell well: a homeowner who wants someone to shop the market for them. It also means the home quote form is the page that most needs to work on a phone.
Do phone calls from the website count?
Count them, but count them separately. Across the four sites, visitors tapped the phone number 69 times on top of the 107 form leads. A tap is not a finished conversation, so we do not call it a lead. But a website’s real output is forms plus calls, and an owner who only looks at forms is undercounting.
If your phone system can tell you which calls came from the website number, use that instead of taps. It is the better count.
Where did these leads come from in the first place? Mostly direct visits and Google search, with a handful from ChatGPT. The breakdown is in where insurance agency website leads actually come from.
Why do some agency websites get more leads than others?
Four sites cannot prove a cause, and we have one clear example, not a pattern. But the biggest difference we have seen is the Google profile behind the site. A cold website with a strong Google profile did well. The new site did not create that demand. It caught demand that was already there.
The example is Rondon. Its old site brought in almost nothing. Its Google Business Profile, checked on Google Maps on October 9, 2026, shows 4.9 stars across 248 reviews. Within 60 days of its first recorded lead, the new site had 27 quote requests.
“Rondon came off an InsuranceSplash site with almost no inbound. What he did have was a Google profile with 248 reviews. The new site didn’t create that demand. It finally caught what his Google profile was already sending.” Matthew Henry, Co-Founder & CEO, EffiWise Solutions
Other things clearly matter and we cannot separate them yet: the size of the market, how long the agency has been in town, and whether the old site was already getting traffic. When we have enough sites to say more than one example can, we will update this page.
How do I count leads on my own website?
Pick a start date and write it down, then count finished forms only. Keep service requests, paid ad leads and phone taps in their own columns. After 60 days, divide by two for a monthly number you can compare to ours. Without the same rules, the comparison means nothing.
A simple version:
- Start date. The day your forms started recording, not the day the domain switched.
- Finished forms. Quote, callback and contact forms where a real person asked to buy.
- Separate columns for service requests, leads from paid ads, unfinished quotes and phone taps.
- Visitors, if you have analytics, so you can work out your own rate. Ours was about 2 in 100.
- The date range, every time you quote the number to someone.
A lead count only tells you half the story. The other half is how many of those leads bought a policy, which we measured in do insurance agency website leads actually close.
How we counted
Every number in this article comes from the lead records of four live independent agency websites EffiWise built and hosts: Rondon Insurance, The Boswell Agency, Oklahoma Insurance Group and one more agency. Leads are completed forms marked as a lead, not a service request, and not from paid social traffic. Each site’s window starts at its first recorded lead and runs to October 9, 2026. Visitor counts come from the same sites’ web analytics over the same windows, with paid social visitors removed. Demo sites, and sites whose leads were entered by hand or are not comparable, are left out entirely. All queries were run on October 9, 2026.
The sample is four agencies, 107 leads, August 1 to October 9, 2026. That is enough to replace a forum guess. It is not enough to promise your site the same result.
If you want to see what your agency’s site would look like before you pay anything, we build a preview first.