The comparison site couldn't quote it. Nor could they find you.
Comparison sites win the cheap, standard policies, and that was never really your business. Your value is the risk they can't quote: the listed building, the contractor with a claims history, the event, the fleet. This playbook shows where those clients search when the aggregator says no — and why they often don't reach you.
The short versionInsurance brokers rarely win head terms against comparison sites, and don't need to. They lose clients when the complex or niche cover they place has no page of its own, when “what affects my premium” goes unanswered, and when a quote request sits in silence. Niche cover pages, plain explanations and fast acknowledgement fix most of it.
AI answer“For listed buildings, Specialist broker explains what affects the premium and replies to quote requests the same day…”
Leak 1No niche cover pagesOne “commercial” page for every risk you place.
Leak 2Premium unexplainedNothing on what drives the price of a complex risk.
Leak 3Silent quote requestQuote request acknowledged after three working days.
Start here
Tick anything that sounds like your week.
Eight things insurance brokers commonly describe. Select the ones that apply and we'll show what usually causes them, in the order we'd tackle it. Nothing is submitted.
Tick what applies3 of 8 selected
Why a good brokerage still loses the client
Clients don't compare brokers. They look for one who gets the risk.
Someone with an unusual risk usually starts on a comparison site, fills in the form and gets declined, an exclusion they don't understand or a price that makes no sense. Then they search the specific thing — “insurance for a converted barn”, “cover for a mobile caterer” — or ask an assistant who covers it. They pick whoever looks like they've placed that exact risk before. A brokerage with one generic commercial page isn't on that shortlist.
Comparison sites own “cheap home insurance” and always will. The searches a broker can win come after the aggregator fails: the specific risk, trade or property type. Without a page for each niche you place, the portal still ranks above you on the very query it couldn't quote, and a specialist broker with the right page takes the enquiry.
02
The premium question you won't touch
how much is contractors insurance
Your page“Every risk is different — call us.”Tab closed
Answered pageWhat insurers weigh · what we need from you · how long a quote takesQuoted by AI
Should an insurance broker explain premiums online?
Clients with complex risks know you can't quote on a web page. What they want is the shape of it: what insurers weigh for this risk, what you'll need from them, how long a quote takes and how excess or cover limits change the picture. “Every risk is different” sounds like a brush-off. Plain explanations are also what assistants quote.
03
The quote request that went silent
Need cover for my food truck. Events start next month.Web form · 7:15 pm
Thanks — we'll come back to you with options.3 days later · 2:40 pm
Sorted it with another broker, thanks.3:05 pm
Why do insurance quote requests go to other brokers?
A quote for a complex risk takes days because markets need approaching. The client doesn't see that; they see silence, and meanwhile they ask two more brokers. An immediate acknowledgement, a checklist of what you need and a short update when markets are approached keep the request yours.
What we'd do about it
Five moves, in the order that pays.
Fix the leaks first, then grow. Scaling a funnel that loses enquiries just spends more to lose more.
Move
W1W2W3W4W5W6W7W8W9W10W11W12M3+
01Map the risks you actually placeList the niches, trades and property types you place well and have insurer access for, then match them to how clients phrase those searches and assistant questions.SEO Services
Weeks 1–2
02Build pre-approved cover pagesOne page per niche — who needs it, what it usually covers, common exclusions, what affects the premium — from templates your compliance team approves once.Content Marketing
Weeks 2–7
03Close the quote silenceInstant acknowledgement, a checklist of the information needed, status updates while markets are approached, and one named owner per quote request.Marketing Automation
Weeks 3–7
04Get named on niche questionsExplainers on how specific covers work, structured for assistants to quote, plus consistent brokerage details across the directories and trade bodies clients check.AI Search Optimisation
Weeks 5–10
05Then grow renewals and cross-sellEarlier renewal reviews and related-cover prompts for existing clients — only once new enquiries convert, because a leaky quote process wastes the extra demand.Marketing Automation
Month 3 onward
Social presence · where clients check you
Clients check your LinkedIn for the risks you actually place.
Clients with complex or niche cover want proof you understand their risk. Six things decide whether a post about one sector's cover turns into a quote request.
9:41●●● 5G
yourbrokerage
YBYour BrokerageInsurance broker
Cover for builders and contractorsWhat affects your premium ↓Get a quote, acknowledged today ↓
Get quoteMessageCall
SectorsPremiumsClaimsQuote
Cover for contractorsWhat moves a premiumClaims help · by IainRenewal checklistRisk note: hot worksBroker Q&A · by RuthPolicy wording, plainlyMeet the brokersSector guide: haulage
LinkedInCommercial clients and introducers check brokers by sector.Discover
Google Business ProfileReviews and correct details when a client searches your name.Check
FacebookPersonal lines and local business groups asking for a broker.Ask
WhatsAppQuick acknowledgements and document requests, where allowed.Ask
YouTubeShort explainers on cover and claims, once the basics run.Trust
A week that books, not just posts
Social Media Marketing Included in Zero to Hero (2 platforms) and Own The Answer (4 platforms).
MONSector cover postOne sector's risks and cover, plainly.
WEDPremium explainerWhat moves the price of one risk.
THUClaims helpWhat happens when a client claims.
FRIRenewal reminderWhat to check before renewing.
DAILYRepliesSame day, with the quote form.
What we'd watch
Your dashboard, minus the vanity metrics.
Six numbers that show whether the work is turning into policies placed — each pulled from a system you already own. The audit fills in your baseline; every sprint after shows the trend.
Brokerage growth · monthlyYour dashboard after the free audit
Niche search visibilitySearch Console and rank tracking
Baseline—
Assistant mentionsAI visibility tracking
Baseline—
Time to acknowledgeYour inbox and CRM
Baseline—
Quote to boundBroking system
Baseline—
Renewal retentionBroking system
Baseline—
Policies by sourceCRM
Baseline—
Your numbers, not ours
What is the slow reply actually costing you?
Three inputs only you know. We don't know your business yet — so nothing here is a benchmark, just your own arithmetic.
Runs in your browser. Nothing is stored or sent.
What you may be losing
$5,196a month in clients who book somewhere else — worked out from your three numbers above.
6 × 4.33 weeks× 1 in 2× $400
The fix is acknowledgement, not faster quoting. Instant reply, a checklist, status updates — weeks 3 to 7 of the plan.
Free with any monthly plan from $499. Domain, hosting and paid tools are bought by you and stay in your name; shops and booking systems are quoted separately. The 48-hour clock starts once your plan is active and the launch checklist is done.
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Questions insurance brokers ask
Straight answers, no sales script.
Straight answers. If yours isn't here, a 30-minute call is the fastest route — no pitch, no deck.
On short, standard terms, rarely, and it isn't worth the spend. On specific risks, trades and property types — the searches people make after an aggregator declines them — a broker with a genuinely useful page can compete. That's where we focus.
Should we put prices or premium ranges on our site?
Usually not as figures, because premiums depend on the risk and the insurer. Explain what drives the premium, what you need to quote and how long it takes instead. Any example wording stays within the promotion rules that apply to you.
How do we write niche pages without claims we can't support?
Describe who the cover is for, what it typically includes and excludes, and what you'll ask. Avoid “best price” or “always covered”. Your compliance team approves the templates once, then each new page is a quick check.
Our business is mostly renewals. Is new-client marketing worth it?
Renewals protect the book; new clients grow it. Both share the same weak point — what a client hears when they don't hear from you. Fixing acknowledgement and renewal reviews helps both.
How long before a brokerage notices a difference?
Acknowledgement and follow-up fixes can show within weeks in how many quote requests convert. Niche pages and assistant mentions usually take a few months to build. We don't guarantee rankings or policies placed.
Do you work with commercial and personal lines brokers?
Yes. Commercial brokers usually need trade pages and quote handling first. Personal lines specialists, such as high-value home or classic car cover, need niche pages and renewal reviews. The audit shows which matters most for you.
Can an insurance broker post about cover and premiums on social media?
Yes, as general information within the insurance distribution and promotion rules in your market. Explain what a type of cover does and what tends to affect premiums, without quoting prices, comparing unfairly or implying cover a policy doesn't give. Use approved wording, keep a record of what was published, and send anyone with a specific question to a broker.
Do we get a free website for our brokerage?
Yes. Every monthly plan includes a free 5-page website for your brokerage — fast, AI-readable and yours to keep. It goes live within 48 hours once your plan is active and the launch checklist is done. Your domain, hosting and any paid tools sit outside the offer and stay in your name; online shops and booking systems are quoted separately. What's included
Free · one business day
Tell us about your brokerage. Get a plan back.
A strategist reads your brief and replies within one business day with what we'd fix first for your brokerage, a timeline and the real cost.
Reply in 1 business dayFrom a strategist, not a bot
Search for the risk you place the way a client would.
We'll check where you appear for the niche risks you place, how premiums are explained and how fast a quote request gets acknowledged — then send you what we found. You keep the findings either way.
Social presence · where clients check you
Clients check your LinkedIn for the risks you actually place.
Clients with complex or niche cover want proof you understand their risk. Six things decide whether a post about one sector's cover turns into a quote request.
yourbrokerage
Is your profile ready to sell?
Tap what's already true.
Where your clients look
A week that books, not just posts
Social Media Marketing Included in Zero to Hero (2 platforms) and Own The Answer (4 platforms).