What is a good conversion rate for an insurance website?

A good insurance website conversion rate usually sits between two and five percent, though the honest answer depends on your traffic, product and funnel.

A quote start converts differently to a completed policy, and cold traffic differs from branded. The number that matters is your own, improving over time.

Before comparing anything, define what you count. Quote starts, completed quotes, enquiries and bound policies are four different rates, and mixing them makes any benchmark meaningless. Segment by traffic source too, because branded visitors can convert at several times the rate of cold paid clicks on the same page.

Once your definitions are clean, benchmark against yourself monthly. A site moving from two to three percent has grown enquiries by half without spending a penny more on traffic, and that is the game.