Your buyers compare everything. Your site has to show why a broker is worth it before the form.
I design and build insurance brokerage websites that answer the first question fast, prove you're the safe choice, and give AI tools the facts to recommend you. Strategy, copy, design and structured data from one person.
An insurance brokerage website should show which kinds of cover you place and for whom, explain why a broker beats going direct, and let people start a quote online, with licences and carrier relationships stated clearly.
The two journeys
Most sites in this field serve one and lose the other. The fix is structure, not more pages.
Who you cover, and how
Rows of cover, columns of customers. An example mix for an independent broker, so buyers see at a glance whether you fit.
How I'd set up the site
Cover by customer
Cover types by customer: personal, business, specialist.
Why a broker
A page on how brokers are paid and why it helps the client.
A short quote start
A short online quote start.
Licences and claims
Licences, carriers and claims support explained.
Schema
InsuranceAgency schema with areas and services.
What I'd track
Quote starts and completions
Reported monthly, next to what changed on the site.
Learn the termCover-page entries
Reported monthly, next to what changed on the site.
Learn the termRenewal-season traffic
Reported monthly, next to what changed on the site.
Learn the termClaims-support page reads
Reported monthly, next to what changed on the site.
Learn the termQuestions people ask
Should we show which insurers we work with?
If your agreements allow, yes. It answers the 'are you independent' question.
Can the quote form be short?
Start with three questions online and finish by phone. Long forms lose people.
What does it cost?
Every project has a fixed price, quoted after a 20-minute call once I know the scope. No hourly billing and no surprises.
Can AI tools recommend us?
They draw on your site, reviews and business profiles. I make sure all three tell the same, verifiable story.
Related reading
All insights
A site that earns the visit
Tell me about your insurance brokerage business. I'll show you the three changes I'd make first.