If you run an insurance brokerage, you already know the problem. Comparison sites are noisy, leads can be expensive, and it is hard to stand out when every broker seems to offer the same products. SEO is one of the few channels that can consistently bring in direct enquiries without paying for every click.
The good news is that most small to mid sized brokers can make meaningful gains with a focused plan. You do not need to become a content machine. You need a site that clearly matches what people search for, proves trust, and gives Google enough location and service detail to rank you properly.
Here is a practical approach that works for brokers in the UK.
- Build the pages that match how people actually search
Most broker sites are missing “money pages”. They have a homepage, an about page, and maybe a list of products, but no pages designed to rank for specific searches.
Create individual service pages for your highest margin products, written for buyers not for industry insiders. Examples:
- commercial combined insurance
- public liability insurance
- employers’ liability insurance
- professional indemnity insurance
- cyber insurance for SMEs
- landlord insurance
- taxi and motor trade insurance
- contractors insurance
Then create niche pages where you have a real edge. “Commercial insurance” is hard. “Cyber insurance for accountancy firms” or “PI insurance for surveyors” is easier and usually converts better.
- Local SEO is the fastest win for many brokers
For a lot of insurance enquiries, the search is local, even if the product is national. People search “insurance broker near me”, “commercial insurance broker London”, or “business insurance broker Manchester”.
To capture that demand:
- Set up and optimise your Google Business Profile properly
- Add service areas and categories that match what you do
- Get a steady flow of reviews, and respond to them
- Ensure your name, address, and phone number are consistent everywhere online
- Create location pages if you serve multiple areas
Location pages should not be copied templates. Add local proof points like the industries you work with in that area, the types of clients you typically insure, and real FAQs you get from that region.
- Fix the conversion basics before chasing more traffic
Many broker sites lose leads even when they rank.
Quick conversion improvements:
- Put a clear call to action above the fold on key pages
- Offer two contact options: phone and form
- Use short forms for first contact. You can qualify later
- Add trust markers: FCA authorisation details where relevant, memberships, insurer panels if appropriate, testimonials, case studies
- Add a simple “What happens next” section so the buyer knows the process
If you want more form submissions, make it easy. If you want more calls, make your number clickable and visible on mobile.
- Publish content that targets commercial intent, not general education
Blogging works best in insurance when it supports a service page and captures high intent long tail searches.
Good content topics:
- “Public liability vs employers’ liability: what you need and why”
- “How much does cyber insurance cost for a small business”
- “Professional indemnity insurance for consultants: common exclusions”
- “Landlord insurance: what is and is not covered”
- “Business insurance checklist for new limited companies”
Each post should link to the relevant service page and include a clear next step.
Avoid thin posts that just restate definitions. Include real examples, common pitfalls, and specific guidance. You can still stay compliant by keeping it general and encouraging readers to speak to an adviser for a tailored recommendation.
- Demonstrate trust on page
Finance and insurance are “high stakes” topics. Google and users expect credibility.
Add:
- an author section with your name and experience
- a short editorial policy or “how we create content”
- a clear contact page with real business details
- clear, fair language that does not overpromise
If you outsource content, edit it so it reads like a broker wrote it. That matters more than people think.
- Get links in a way that strengthens your brand, not just metrics
Links can help, but quality and relevance matter.
For brokers, some of the best link sources are:
- local business organisations and chambers of commerce
- sponsor pages for local events and clubs
- trade associations in industries you insure
- partner sites such as accountants, HR consultancies, health and safety providers, IT security firms
- genuine PR if you have a useful data point or story
A simple approach is to create one or two “link worthy” assets:
- a business insurance checklist PDF
- a “claims response” guide for SMEs
- a cost breakdown guide for a niche product
Then outreach to relevant local and industry sites.
A simple 90 day plan
Weeks 1 to 2
- technical audit and fixes
- build or improve core service pages
- set up tracking and call reporting
Weeks 3 to 6
- local SEO improvements and reviews
- publish 4 to 6 high intent supporting articles
Weeks 7 to 12
- build authority through partnerships and PR style outreach
- refine pages based on what converts
If you want help executing this, Finsem can build the core service pages, improve local visibility, and run a safe, niche relevant outreach campaign that supports long term rankings and consistent enquiries.