Web-based Insurance businesses are in for a tight competition online. There are many other insurance websites that offer the same type of services, specializes on the same niche of insurance marketing and both of these factors alone can already set you apart from them. What you should do for your website is to stand out among other insurance websites; but at the same time, offer content and still, quality service.
If a customer is deciding between two insurance websites but still caught in the middle because of the almost identical features and mechanics, there's a 50-50 chance that that customer will choose you or the other website for insurance. When the other website is chosen over you, you wouldn't have a clue how often it happens or will happen, so watch out and the sooner you update your website, the better.
At this point, you need to assert that your insurance services, or your website to say the least is different and much better than the others. There are some areas in your website which you can develop right away or one step at a time. It doesn't matter how immediate you can start, as long as you make sure that you're better than the rest. When the customer knows that they can find justification from a service they want, the quality of your website will spread like wild fire in the internet.
As a content-based insurance website, you always need to make sure that you have good website content. Also, don't stick to what you already have, explore and increase the quality of your expertise. You also have to make sure that you continue to learn and develop the insurance niche you're working on because that is the part which customers will likely go after.
If you still want your site to get better in another way, try putting a section on your website where both customers and visitors can leave their comments.