People start on Google when they need cover, and price comparison sites compete hard for every big term like car or home insurance. We get your product and trade pages found for the specific searches you can win, and make sure the visit turns into a quote.
Talk through where search could win you more quotes
Book a call- 30 minutes
- No obligation
- With a senior strategist
Is SEO right for your business?
This service is built for
- Insurers, brokers and MGAs that sell online and want more quotes from organic search
- Marketing and distribution leads who want search judged on quotes and policies, not traffic
- Businesses with a working quote-and-buy journey, or a sales team ready to call people back
Probably not the right first step
- Businesses that sell only through brokers or price comparison sites, with no direct way to quote
- New brands with no clear product or audience yet, where positioning has to come first
- Businesses outside insurance
Most insurers and brokers already do some SEO: a few blog posts, a generic agency, or a package that came with the website. The result is usually the same. Plenty of activity, a monthly rankings chart, and very few quotes that anyone can trace back to search.
Our SEO programme has one goal: when someone searches for the cover you sell, for the trade or need you insure, your page is the one they find, and the visit becomes a quote. The head terms, such as car insurance or business insurance, are fought over by price comparison sites and the largest brands, with budgets to match. The long tail is different. Searches like public liability insurance for builders, van insurance for plumbers or landlord insurance for an HMO come from people who know what they need, and a specialist page can win them.
A word on what SEO is not. It is not a blog quota and it is not a rankings chart. Rankings are a means. The measure is quotes started, quotes completed and policies sold, read from your own Search Console, Analytics and quote data, and that is how the programme is judged from the first month.
Search also feeds the rest of your distribution. A quote that arrives through organic search is one you did not buy with a click or pay a price comparison site for, so stronger rankings bring down your cost per policy across every channel.
If you sell only through brokers or aggregators, or the product and audience are still being settled, other work may need to come first, and we will say so. If you want search to become a dependable source of direct quotes, this is for you. Either way, start with a call: 30 minutes with a senior strategist on how you win customers online today, where quotes are being lost and what we would do first.
How our SEO programme works
Search and opportunity audit
We review your current rankings, product pages, technical setup and competitors, including the price comparison sites and direct brands that share your results, then find the quickest wins and the highest-value opportunities for each line of cover.
We start from your own data, not a tool's estimate. With read access to your Search Console and Analytics, we look at which searches already bring impressions but few clicks, which of your pages compete with each other for the same search, and which searches sit just off page one. Each viable search is matched to one best page, by product and by trade or need.
We also follow a search visit through your quote journey, from the landing page to the quote started and the policy sold, so we know which pages produce quotes and which only produce traffic. A senior strategist signs off the plan before any work starts.
Product and trade page optimisation
We rebuild or refine your key pages so each one matches how people search for cover: the product, the trade or need, and the questions they ask before they buy, such as what is covered, what is excluded and how a claim works.
Searches already close to page one come first, because the page exists and already earns impressions. Where the demand is there and no page answers it, we propose new pages, such as public liability insurance for builders or for electricians, each with its own cover details and its own route into the quote. New titles, descriptions and headings are written for every page in scope, internal links are specified with their anchor text, and every page goes to your compliance team in a form that is easy to review.
Technical health of quote pages
We fix the technical issues that quietly hold insurance sites back: crawling and indexing, page speed, duplicate product pages, internal linking, structured data, and quote pages that search engines cannot reach or should not index.
Insurance sites have their own traps: a quote journey on a separate platform or subdomain, tracking that breaks when a visitor moves from the website into the quote engine, policy documents as PDFs that rank in place of the product page, and old campaign pages still live. We fix them in order, most costly first, with your developers and your quote-platform provider rather than around them.
Authority, reviews and trade press
We build your authority with a focused content and digital PR plan: coverage and links from insurance trade press, trade bodies and the industries you insure, and strong profiles on the review platforms customers check before they buy.
Google's own quality guidelines treat financial topics, insurance included, as needing a high level of trust. So your Trustpilot or Feefo reviews, the underwriters, claims and product experts behind your cover, and guides that answer real customer questions all count. Every piece we publish is planned to support a product page, and it is written to the FCA's financial promotion rules and Consumer Duty from the first draft, ready for your compliance sign-off.
Monitoring and weekly updates
We track rankings, traffic, quotes and policies, then move the effort towards what is producing sales, not just visits.
The update is weekly and written for your leadership team or the Monday sales meeting: what we did, why, what it produced in quotes started, quotes completed and policies sold, and what comes next. Rankings and clicks are read from your own Search Console and Analytics, and quotes and policies from your quote system where it can share them, so there is no estimate between you and the number. If a line of cover is not moving, we say so and change the plan.
Outcomes you can expect
Our goal is simple: more quotes and policies from organic search, measured on your own numbers.
Higher rankings for the products and trades that sell best for you
Every search we target is tracked against the page that should win it, so a move up the results is shown by line of cover and you can see which product the gain belongs to.
More quotes from people searching for the exact cover you sell
We go after the searches that turn into policies, not the head terms that flatter a chart. Each is matched to one best page, and that page is checked for whether it can turn the visit into a quote before it is asked to rank.
A stronger presence in “[product] insurance for [trade or need]” searches
These are the searches people run when they know what they need. Product and trade pages are built to answer them directly, with clear cover details, evidence of trust and a route into the quote, written for your compliance sign-off.
A growing set of pages that keep producing quotes without a cost per click
Paid search stops the moment the budget does, and a sale through a price comparison site carries its fee. A page that ranks keeps bringing direct quotes month after month, and every fix, link and guide adds to it. That is why the programme is measured on policies sold, not traffic.
Written to the FCA's financial promotion rules and Consumer Duty from the first draft, ready for your compliance sign-off.
Packages from £2,800 a month, with a 50% lead-growth target and a service-credit guarantee from Tier 2.
See packagesQuestions insurers ask about SEO
How long until we see results from SEO?
It depends on where you start. Pages already close to page one usually move first; new pages and authority take longer. On the call we will say what we would tackle first for your site, and why.
Can we really compete with price comparison sites?
On the biggest head terms it is hard and slow. On specific searches, for a trade, a need or a type of property, a specialist page can answer the question better than a comparison table, and that is where we focus.
Will you work with our developers and quote-platform provider?
Yes. Every change is listed in order with what it fixes, so your developers or platform provider can make it, or we make it in your CMS. We work with your teams, not around them.
How do you handle compliance sign-off?
Every page and guide is written to the FCA's financial promotion rules and Consumer Duty from the first draft, then sent to your compliance team in a form that is easy to review. Sign-off is always theirs.
We already have an SEO agency. Is a call still useful?
Yes. On the call we talk through how you win customers online today, where quotes are being lost and what we would do first. It is a useful second opinion on what you are being told.
