SEO for insurance.A policy is chosen by comparison.
Nobody enjoys buying insurance, but everybody compares prices before they sign. Whoever turns up in that comparison with a clear price and clear cover gets the policy.
Types of cover
Every policy has its own trigger.
A vehicle renewal, a trip, a mortgage or a new baby. The query does not start by itself, an event starts it - and the page should know which one.
- third party insurance price Commercial
- fully comprehensive insurance calculator Commercial
- international motor cover price Commercial
- how no claims discount works Informational
- insurance for vehicle registration Commercial
What we would target here
A page with a premium calculator
The biggest and the most seasonal revenue, tied to renewal dates. A premium calculator by vehicle is the only thing people genuinely want.
- Urgent intent - a call button and opening hours above the fold
- Commercial - comparison, price, experience
- Informational - a guide that builds trust
- travel insurance price Commercial
- travel insurance for europe Commercial
- holiday insurance Commercial
- do i need travel insurance Informational
- buy travel insurance online Commercial
What we would target here
A page per destination and per duration
Bought a day or two before travelling. A fast online purchase and the policy by email immediately are a precondition, not an advantage.
- Urgent intent - a call button and opening hours above the fold
- Commercial - comparison, price, experience
- Informational - a guide that builds trust
- home insurance price Commercial
- flood insurance for a house Commercial
- what home insurance covers Informational
- how to make an insurance claim Informational
- insurance for a mortgaged property Commercial
What we would target here
A page per risk, with an example claim
It sells on a fear that is real. An example of a claim that was paid is more convincing than a list of cover.
- Urgent intent - a call button and opening hours above the fold
- Commercial - comparison, price, experience
- Informational - a guide that builds trust
- life insurance price Commercial
- private health insurance Commercial
- is insurance required with a mortgage Informational
- what life insurance does not cover Informational
- accident cover for children Commercial
What we would target here
A page with the exclusions stated plainly
The longest path to a decision and the most distrust. Exclusions written out in the open work better than any marketing.
- Urgent intent - a call button and opening hours above the fold
- Commercial - comparison, price, experience
- Informational - a guide that builds trust
- employee insurance for companies Commercial
- public liability insurance price Commercial
- goods in transit insurance Commercial
- group employee cover Commercial
- professional indemnity insurance Commercial
What we would target here
A B2B page per industry
Bigger policies, longer contracts. A page per industry matches both the risk and the client's language.
- Urgent intent - a call button and opening hours above the fold
- Commercial - comparison, price, experience
- Informational - a guide that builds trust
The four pillars of SEO for insurance.
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01
A calculator instead of a contact form
The user wants a price, not a conversation. The calculator is both the most visited page and the best source of leads.
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02
Cover and exclusions in writing
What the policy does not cover is the most common question. An open answer earns trust; a silence earns a cancellation.
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03
Content tied to the trigger
A renewal, a trip, a mortgage, a new baby. The pages are written around events, not around products.
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04
The local agent network
Every branch is its own profile and its own page. Insurance is still signed with a person nearby.
What is one extra policy a month worth?
Enter your average commission per policy rather than the premium - and do not forget the renewals.
An estimate based on the average of our projects - not a guarantee. On the call we turn it into a realistic forecast for your market.
Frequently asked questions