A lead qualification form for insurance agencies
An insurance agency’s website inquiry is usually “I want a quote.” Whether it is worth an hour of an agent’s time depends on the line of coverage, whether you write it in that state, and when the current policy renews.
What should insurance agencies ask first?
| Ask | Why it matters |
|---|---|
| What do you want to insure: a home, a car, a business, or something else? | It routes the inquiry to the agent who writes that line. |
| Which state is the home, vehicle or business in? | It decides whether this is a state your agency writes in. |
| Do you have this coverage now, and with which company? | A switch and a first policy are different conversations. |
| When does your current policy renew? | A renewal next week is worked today; one in ten months is a reminder. |
| What made you start looking: a price increase, a change in your life or business, or something else? | The reason tells the agent what the quote has to beat. |
| For a business, what does it do and roughly how many employees does it have? | The type of business decides which carriers will write it at all. |
If an answer would not change what you do next, leave the question out. Each extra question is one more reason for someone to stop before they finish.
Keep a first inquiry to what decides whether and when to quote. Driver’s license numbers, policy numbers and full dates of birth can be collected once the person has agreed to a quote, through the channel your agency already uses.
Which answers come back too vague to use, and what do you ask next?
The answers that cause a phone call are rarely missing. They are present and too loose to act on. A narrower follow-up, asked straight away while the person is still there, usually settles them. Offering likely answers shows the person the level of detail you need.
| What comes back | The follow-up that settles it |
|---|---|
| “I want a better rate.” | Did your premium go up at the last renewal, or are you checking before it renews? |
| “Sometime soon.” | Do you know the month your current policy renews? It is on your declarations page. |
| “Small business insurance.” | What does the business do, and do you have employees, a vehicle, or a location customers visit? |
Follow up once per gap, then move on. If an answer is still unclear after one follow-up, flag it for whoever picks the request up rather than pressing.
When is a call or a visit still the right move?
Most quotes end in a conversation, especially for a business or a household with several policies to bundle. What the form decides is which conversation happens first, and that the agent opens it knowing the line, the state, the current carrier and the date the quote has to arrive by.
How do you set this up from the Website lead qualification template?
Acquainto has a Website lead qualification template to start from. After you sign up, open Browse templates, pick Website lead qualification, and it lands in the editor as a draft you can change before anything is published.
The template asks for a work email, company size and what the person hopes to solve, and branches on size: a company over 200 people is asked who else is involved and what the timeline is. For an insurance agency, replace company size with the line-of-coverage choice and branch on that, ask for a personal email or phone for personal lines, and give each branch its own question: the vehicles for auto, the property type for home, what the business does for commercial.
To see it from the other side, answer a demo built from the questions on this page. It is a demo: your answers come to Acquainto, not to a business, so leave out real names and contact details.
Acquainto runs it as a short written conversation instead of a form. It:
- asks a follow-up when an answer is incomplete, and asks for clarification when one is vague;
- uses a structured choice where precision matters and open conversation where detail matters;
- shows the person every answer before it is sent, so they correct their own mistakes;
- hands back one clean value per question, delivered to your own systems by webhook.
The person answering needs no account, and nothing has to be scheduled. Start free trial, see how it works, or compare plans.