You built a site. You listed every service you’ve ever thought about offering. You’re hoping to bring in more traffic and cast a wider net.

But here’s what no one tells you: What’s on your website could be costing you thousands in workers comp and liability insurance.

At Viking Insurance Services, we see this constantly. Business owners listing all sorts of services online to “show up” in search results—but unintentionally setting off red flags for insurance underwriters in the process.

Let’s break down how this happens—and how to fix it.

🚩 Learn by Example: Meet Hypothetical Bob

Bob owns a landscaping company. He does weekly maintenance, some planting, and maybe installs a few flowerbeds. But Bob is hungry for leads—so he builds his website and loads it up with every outdoor-related service he can think of.

His services page now includes:

• Lawn care & maintenance

• Landscape design

• Tree removal

• Pressure washing

• Hardscaping

• Pool cleaning

• And… alligator trapping (ok, maybe not, but we’ve seen worse)

The problem?

Underwriters check websites. And when your site says you do tree work, pressure washing, or other “high-risk” services—even if you don’t—they assume you do.

That means:

• Bob’s quoted under a riskier class code

• Most standard carriers decline the quote

• Bob gets stuck in the assigned risk pool paying double what he should be

And the kicker?
All because of what was listed online.

🧾 Class Codes & “Governing Class” Rules

Let’s look at another case: Theoretical Ted does trim carpentry. He mostly installs interior crown molding and baseboards. But on his site, he also lists:

• Decks

• Soffit & fascia

• Residential framing

Seems harmless, right?

Here’s the deal:

• Interior trim = Class Code 5437 (lower risk, lower premium)

• Decks/framing = Class Code 5645 (higher risk, higher premium)

Now, when Ted goes to get a workers comp quote, the underwriter sees the website and says:

“Unless you track payroll by service type and separate job roles, we’ll classify all payroll under 5645.”

What does that mean?

A workers comp policy that might cost $5,000 now costs $15,000—just because of what’s listed online.

🌐 The Hidden Risk of Lead Gen Sites

It’s not just your website that matters.
Pages on sites like:

• Angi (Angie’s List)

• Manta

• HomeAdvisor / Service Magic

…can also list services you never approved—and underwriters are checking them.

Sometimes lead gen reps ask about your services and click every box “just in case.” Sometimes they just assume that a trim carpenter probably builds decks too.

🔗 Not sure if your workers comp pricing is accurate? Read our guide on how to survive your annual audit.

💡 What You Can Do Today

If you haven’t checked your website or lead generation listings in a while, go look now.

Ask yourself:

• Does your services page reflect what you actually do?

• Are you listing services you haven’t done in years?

• Are lead gen sites listing extra categories?

If you spot extras—clean them up.
You might be just a few edits away from saving thousands in premium.

🧰 Bonus Tip: Let Your Agent Know

Even if your services are accurate, tell your agent what’s listed online.
If something’s outdated or misleading, we can get ahead of it before submitting to underwriters.

The worst thing that can happen?
We find out too late and burn your shot with the top carriers—for an entire year.

🏁 The Bottom Line

Your website is part of your public-facing risk profile.
So are your online listings.
If it says you trim trees or build decks—whether or not you actually do—it’s going to affect your insurance.

Clean it up, dial it in, and talk to an agent who knows how underwriters actually think.

👉 Need a fresh quote or a risk check?