5 Things to Add to Insurance Websites for AEP/OEP 2025

Table of Contents

• The 5 essential pieces of information every insurance website needs
• How to improve insurance website performance beyond AEP/OEP

Preparing Your Insurance Website for Enrollment Season

Your website becomes mission-critical during the busiest enrollment seasons of the year.

For Medicare agents, October 15th - December 7th is a sprint. For group benefits and ACA/individual agencies, fall Open Enrollment and renewal periods bring a similar surge in client activity.

In those intense few weeks, clients and prospects are looking for one thing: clarity. They want to know where to find you, how to schedule time, and what their next steps are. If your website is out of date, or worse, hard to use, you risk frustrating clients at the time when they need you most.

Before the rush hits, take a few minutes to review these 5 website essentials.

5 Pieces of Information to Add to Your Insurance Website for Enrollment Season

1. Is your contact information accurate and easy to find?

The simplest fix is often the most overlooked. Double-check your phone numbers, email addresses, and office hours. Outdated details cause unnecessary stress and missed opportunities, especially when deadlines are looming.

Action item: Add easy-to-see contact information to the footer of your website and above the fold on your most visited and important pages.

2. Can prospects request an appointment online, and does that request go somewhere?

A simple “Contact Us” or “Request a Consultation” form is one of the easiest ways to remove friction for busy clients who want to meet with you. But a form alone isn’t enough. 

Ask yourself these questions about your insurance lead management process:

• Is the lead form easy to find and use?
• Are submissions routed to the right person (and not getting lost in spam)?
• Is there a clear process for following up quickly (i.e., automation)?
• Does your form connect to your CRM or agency management system (AMS) so nothing falls through the cracks?

If you’re not sure where those leads are going or whether anyone is tracking them, that’s a gap worth closing before enrollment begins.

Action item: Test all of your website’s lead forms to ensure the process works as you expect.

3. Is your website mobile-friendly?

We’ve all experienced trying to navigate a website that isn’t made for mobile browsing. It’s frustrating and time-consuming. Worse, it usually pushes people to leave and never return.

Nearly two-thirds of the world searches the internet from their mobile device. Even seniors are using their smartphones to research and connect. If your website isn’t responsive and easy to use on a mobile device, you could lose valuable opportunities.

Action item: Open your website on your mobile device. Is it easy to navigate? If not, you need to make updates. Read this blog to learn more.

4. Are your seasonal calls-to-action clear?

Your website should have many things on it:

• Contact information
• Educational information
• An “About Your Company” section
• Call to action (CTA) the most important

Whether it’s Book Your Appointment for AEP, Schedule Your Renewal Review, or Request a Consultation, make sure the most important actions are front and center.

An insurance website CTA should be actionable and verb-first. If you’re not sure what to put, ask yourself:

• What steps do you want your visitors to take? 
• What are they looking for from you?

Action item: Check your CTAs and update them to be actionable and seasonally appropriate.

5. Does your content reflect this year’s changes?

Update your site with any new plans you’re offering (or not offering), frequently asked questions, or key deadlines. For Medicare, this might include reminders about Annual Notice of Change (ANOC) letters or details about how to prepare for an appointment. For group and ACA/individual clients, think renewal timelines, forms, and compliance updates.

Action item: Update your website regularly to ensure you’re providing the most current information.

Bonus: Think Beyond Enrollment Season with Engage+

Your website is the first impression for prospects and clients, regardless of the time of year. If it’s outdated or hard to maintain, now is the time to consider whether a done-for-you website might save you time and stress. 

A little preparation now can save you a lot of headaches later. Make sure your digital presence works as hard as you do during AEP/OEP. And if you’re ready for a more professional, insurance‑specific website that’s built and maintained for you, our Engage+ Websites can help.

Chat with an expert about Engage+ Insurance Websites today!
 

Posted by Tina Kendall on Wednesday, August 13, 2025 in Websites