I`m not sure about other people, but contacting an insurance agent, broker, or firm is not one of my top 10 things to do... although it is higher on my list than contacting a dentist
. So, there may be some resistance "just because" it`s not something people want to do.
How do you overcome that resistance? You need to communicate a message that induces people to act (to contact you). What`s in it for them? How will they benefit? ... and make it easy. Your home page says - "Get the Health Insurance You Need Today!"
Not the most inspiring message/call to action.
So, your content writing needs some work.
Site design - To me the site seems to have a lot of "wasted space" and is to wide for most computer monitors. This means the viewer must scroll to the right to see the rest of the page. I`d suggest reducing the size (width) of the page.
The bullets on the upper left... at first I didn`t realize they were links. You might consider either identifying that section as another menu or underlining those links.
The logo and menu / tagline / banner part of each page takes up a lot of space, forcing the content below it. So, people miss the main content of your site (on each page)... unless they scroll down. They may not scroll down unless they see something that makes them want to. I`d suggest reducing the height of the upper part of each page so your main content is more visible.
There are some text formating problems. Specialty products page - lines of text overlap each other (on IE). The red text on blue background is hard to read on the Small Business page.
Animated banner - it`s not a big point but, such animated banners get tiresome after awhile. Better to have one graphic with all the logos.
Your logo should link back to your home page.
HTML Code - you should put all the style code into an external stylesheet. While each page has a unique title (which is good) each page should also have a unique meta description.
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