At renewal, by product
Business insurance quote, van insurance, professional indemnity, landlord insurance. Searched when a renewal lands, and compared across providers in one sitting.
Professional services
Insurance marketing that wins quotes and stays inside the rules
Insurance is one of the most expensive categories to advertise in and one of the most regulated to write for, and a broker's enquiry is worth nothing until the policy is written. The work is to reach the buyer at the moment of renewal or purchase, say only what the rules allow, and follow the quote through to the bind.
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Certified across the platforms we buy on. 150+ businesses, 7 years.
Marketing does not behave the same way here.
Insurance buyers search at a moment: a renewal notice, a new car, a new business, a claim that went badly. They compare quotes across several providers in one sitting, and the comparison sites own most of the generic searches at prices a single broker cannot match.
What a broker can own is the specific: a product for a trade, a sector, a risk the comparison sites handle badly. Every word on the page and in the ad sits under financial promotion rules, and a claim that would be fine in another industry can be a breach here. A quote is not a result.
The policy written is, and the renewal a year later is worth more than the first sale, so the whole account has to be measured on policies and retention rather than on quote requests.
How your customers actually search.
By sector or risk
Insurance for tradespeople, for restaurants, for contractors, for a specific risk. The searches the comparison sites serve badly and a specialist broker can own.
By trust and claims
Reviews, claims handling, how a claim went for other people. Checked before a quote request, especially for commercial cover.
How an enquiry becomes a customer.
Different intents take different routes. Serving all of them with one page is the most common structural mistake in this industry.
- A product or sector page, a quote form or a call, a quote, a comparison, a policy bound.
- A renewal search, a quick quote, a switch decided on price and on how easy the process felt.
- A first policy, then a renewal, then cross-sold cover, which is where the value of the client sits.
- Generic product pages competing with comparison sites on searches they cannot win.
- No sector or specialist pages, which are the searches a broker can actually own.
- Compliance language pasted over the page instead of written into it, which reads as a warning rather than a reason to trust.
- Quotes counted as results, so the report looks healthy while the bind rate falls.
- Specialist campaigns by sector and risk, where a broker can win against comparison sites.
- Ad copy written inside the financial promotion rules from the start, rather than corrected after a rejection.
- Negatives against jobs, careers, claims lines and free searches that consume insurance budgets.
- Renewal-timed campaigns for commercial cover, when the buyer is actually in the market.
- Quote follow-up during the days a buyer is comparing, which is where most quotes are lost.
- Renewal reminders and cross-sell of related cover to existing clients, which is the highest-margin revenue a broker has.
What the report should lead with.
- Policies written, by product and by source
- Cost per policy, not cost per quote
- Quote to bind conversion rate
- Renewal rate and cross-sold cover
- Compliance rejections, tracked to zero
On camera
Four clients on camera, in their own words.
Four clients, four industries, one thing in common: the number moved and they said so on camera.
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It is the best long-term investment we have made in the company, full stop.
Ahmed · Business owner · SEO
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The cost per lead from organic is a fraction of what we pay on ads, and that math gets better every month.
Sandra · Founder · SEO
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People can book a table without calling during the dinner rush. My host actually thanked me.
Aaliyah · Restaurant owner · Website
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These tech geeks know the Facebook analytics and the data and the pixels and all that stuff that makes a musician’s head explode.
David · The Wankers · Social ads
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Read the postQuestions
Questions from this industry.
01 Can a small broker compete with the comparison sites on Google?
Not on the generic searches, and it should not try. It can win the specialist searches: a trade, a sector, a risk the comparison sites handle badly. Build pages and campaigns for those, and leave the generic terms to the sites with the budget for them.
02 What can an insurance ad say?
Only what the financial promotion rules allow, which is less than most agencies assume. Every claim has to be fair, clear and not misleading, and certain phrasing is prohibited outright. The copy should be written inside the rules from the start, not fixed after the platform rejects it.
03 Why do we get plenty of quotes and few policies?
Because the quote is being counted as the result. Track the bind, follow up every quote during the days the buyer is comparing, and report cost per policy. The campaigns that produce cheap quotes and the campaigns that produce policies are rarely the same ones.