How Do I Get More Clients As An Insurance Broker?

Work through these in order. The trade pages come first because they are where the quotes worth placing come from, and the broker explainer comes second because it is what turns a comparison site refugee into a client.

A scaffolder types ‘scaffolding insurance’. A recruitment agency types ‘recruitment agency insurance’. A plant hire firm types ‘plant hire insurance’ and the county. Three different clients, three different covers, three different renewal dates, and most broker websites answer all of them with one page headed ‘business insurance’ that lists public liability, employers’ liability and ‘much more’.

Google cannot rank a bullet point against a page that gives the trade a proper explanation, and the scaffolder cannot tell from a list whether you have placed cover for twenty scaffolding firms or none.

Write a page for each trade or sector you want more of. What that trade typically needs, the covers that get missed, what pushes the premium up or down, what you need from them to quote and how renewal works with you. Start with the six or eight trades that make up your book, not the whole of UK industry, and keep every sentence within what the regulator allows.

Professional indemnity, directors and officers, fleet, contractors all risks, cyber, landlord and high net worth home are different searches by different people, and on most broker websites they are a row of icons with a sentence each.

An architect searching ‘professional indemnity for architects’ wants to know what the cover does, what their regulator or client contract requires, what a typical limit looks like and how you place it. A list cannot answer that and cannot rank for it.

Give each specialist cover you want more of its own page, written for the person buying it rather than the insurer underwriting it. Link each one to the trade pages it applies to, so the architect finds professional indemnity from the architects page and the other way round.

Half the business owners who find you have only ever bought insurance from a comparison site, and the only reason they are searching for a broker is that the online quote said no, or quoted a number that made no sense, or paid a claim badly. They do not know what you do, whether you charge them, whether you are tied to one insurer or how renewal works.

Most broker websites assume all of that. Write a plain page that answers it: what a broker does, how you are paid, which markets you can access, what happens when there is a claim and what the client has to do at renewal. No jargon and no promises about premiums.

That page ranks for ‘what does an insurance broker do’ with your town, it is what AI tools draw on when someone asks the same question, and it is the page that turns a comparison site refugee into a client who stays.

A business owner searching for cover the month before renewal wants to know what you need from them, how long a quote takes and what happens next. On most broker websites the answer is a form that asks for turnover, wage roll, claims history and the registration of every vehicle before they have spoken to anyone, or a ‘request a call-back’ button with no indication of when.

Say plainly what the process is: send us three things, we come back within a working day with what we need, a quote follows once we have it. Then ask for the three things and a phone number, and nothing else. The detail can wait for the conversation.

Keep the long form for the clients who prefer it, but do not make it the front door.

Business owners choose a broker the way they choose an accountant: on the person. They want to know who will handle their account, which trades that person knows, and that the firm is who it says it is. On most broker websites the team is a group photo and the regulatory status is a line in the footer nobody reads.

Give each account handler a page. Name, what they place, the trades they know, how long they have done it and how to reach them. Put the firm’s FCA registration in words on the about page, with the register number and what it means for the client, rather than a logo.

The same words are what AI tools check when someone asks which brokers near them specialise in their trade. A firm whose handlers and registration are written out gets named ahead of one whose team is a photo.

A broker website can double its visits and write no more business, usually because the visits are people looking for car insurance, students writing an essay on the insurance market, or a competitor checking your prices.

Put a tracked phone number on the site, keep the quote form short, and record which trade or cover each quote request is for and which page it came from. In Search Console, look at which searches you appear for and whether they are the trades and covers you want. If ‘cheap car insurance’ is your biggest search, the wrong page is doing the ranking.

Once you can see quote requests by trade and cover, you know which page to write next and which parts of the book the website is actually feeding. Report that to the partners instead of the visit count.