Why We Don’t Use Carousels on Insurance Agent Websites - and What to Do Instead

As a health insurance agent, your website plays a critical role in generating leads and converting visitors into clients. While it’s tempting to use carousels (or sliders) because they look modern and flashy, they can reduce the effectiveness of your website.

At AgentMethods, we focus on creating high-performance sites that work for you, and we’ve found that avoiding carousels is a key part of that strategy. Here’s why—and what you should do instead.

1. Carousels Hurt User Engagement and Conversion Rates

Carousels may seem like a great way to present multiple messages or offers, but research shows that they’re not effective. According to usability expert Jakob Nielsen, only 1% of users click on a carousel slide, and 84% of those clicks are on the first slide. This means that the majority of your visitors are missing the key information you’re trying to communicate in the remaining slides.

Studies also show that carousels can reduce conversion rates by up to 47% compared to a single, focused call-to-action (CTA). When your visitors are presented with multiple rotating messages, they often become confused or overwhelmed, which prevents them from taking the next step—whether that’s requesting a quote or scheduling a consultation.

For health insurance agents, where trust and clarity are essential, your site must provide a clear, direct message without distractions.

2. Carousels Slow Down Your Website

Speed is everything when it comes to keeping visitors on your site. 53% of mobile users abandon a site that takes longer than three seconds to load (Google). Carousels, with their large images, videos, and complex scripts, can add several seconds to your page’s loading time, driving potential clients away before they even get a chance to see your offerings.

A faster site leads to better user retention, higher search engine rankings, and improved conversions. According to Akamai, even a 100-millisecond delay can reduce conversions by 7%. Health insurance shoppers, especially on mobile devices, need quick and easy access to the information they’re looking for. Carousels add unnecessary lag that can harm your business.

3. Carousels Distract From Your Core Message

The primary goal of your website should be to communicate the value of your services and guide visitors toward taking action. Carousels work against this by constantly shifting focus, making it hard for users to grasp your message. Studies show that users only spend 10-20 seconds on a webpage before deciding whether to stay or leave, so if your content keeps changing, they may miss the most important information.

In the health insurance space, clarity is key. Visitors want to know exactly what you offer and how you can help them. Carousels, with their rotating content, often confuse and dilute the impact of your message.

4. Mobile Usability Issues

More than half of all web traffic comes from mobile devices, and carousels simply don’t perform well on smaller screens. They’re often difficult to navigate on touchscreens, requiring users to swipe or tap through slides. Moreover, slow mobile connections can further bog down carousel-heavy pages.

For a seamless mobile experience, static content is much more reliable and user-friendly.

5. Accessibility Problems

Health insurance agents need their websites to be accessible to everyone, including users with disabilities. Carousels can create issues for screen readers and keyboard navigation, making it harder for users to understand the content. The Web Content Accessibility Guidelines (WCAG) advise against the use of content that moves or changes without the user’s control. By removing carousels, you make your website more inclusive and easier to use for all visitors.

What to Do Instead of Using Carousels

Now that you know why carousels aren’t effective, here are some alternative strategies to create a website that is clear, engaging, and optimized for lead generation:

1. Use a Clear, Single Call-to-Action (CTA)

Rather than using a carousel to display multiple messages, focus on one powerful, well-placed CTA that directs visitors to take action. Whether it’s requesting a quote or scheduling a consultation, a single, clear CTA is far more effective than rotating content. Studies show that webpages with a single CTA increased conversions by 371% (WordStream).

For example, a bold headline like “Get a Free Health Insurance Quote Today” with a prominent “Request a Quote” button will guide visitors in the right direction without confusing them.

2. Prioritize Above-the-Fold Content

Make sure that your most important information is visible immediately when someone lands on your website. This is called “above-the-fold” content, and it should include a clear headline, a brief description of your services, and a CTA. Health insurance shoppers want to know exactly what you offer and how to get started without scrolling or interacting with complex design elements.

For instance, a static hero section with a headline like “Affordable Health Insurance Plans Tailored to You” and a button reading “Start Your Free Quote” is much more effective than a rotating carousel.

3. Use Compelling, Static Visuals

Instead of rotating images, opt for one high-quality, static image that aligns with your brand and message. A single, well-chosen visual can create a stronger emotional connection with your visitors, helping them understand your value proposition right away.

For example, a static image of a family meeting with an insurance agent accompanied by a headline like “We Help You Find the Right Coverage” communicates trust and clarity without the distraction of multiple slides.

4. Highlight Key Benefits with Static Sections

Rather than rotating between various messages in a carousel, create distinct sections on your homepage that highlight your key offerings. For health insurance agents, this could mean having separate sections for health plans, life insurance, and Medicare options, each with its own CTA. This approach makes it easy for visitors to quickly find what they’re looking for.

For example, create separate blocks for different insurance types with headings like “Health Insurance Plans,” “Life Insurance Policies,” and “Medicare Coverage,” each paired with a “Learn More” or “Request a Quote” button.

Conclusion

Carousels might seem like a visually appealing feature for your website, but they come with significant drawbacks that can hurt your ability to convert visitors into leads. As a health insurance agent, it’s essential to create a website that is fast, clear, and easy to navigate. By using a single, clear CTA, compelling static visuals, and well-organized sections, you’ll improve your site’s performance and provide a better experience for your visitors.

For more insights into effective web design, check out these articles:

• Nielsen Norman Group: Why Carousels are Ineffective

• ConversionXL: The Downside of Carousels

By avoiding carousels and focusing on these proven strategies, your website will be more effective in helping you grow your health insurance business.

Ready to see a website built to sell insurance? Schedule a 1-on-1 demo here