Insurance brokers:comparison sites eat your leads.Your site can recover them.
43% of insurance buyers still prefer a broker — but start on Google. AuditMySite audits your brokerage in 90 seconds — InsuranceAgency schema, product pages, AI visibility.
Google Maps pack · Insurance broker search
Compare the Market listing
Insurance broker · 4.1 ★ · insurance broker listing
Your Insurance broker
Insurance broker · 4.8 ★ · yourfirm.co.uk
Why insurance brokers lose direct enquiries
Five gaps costing your brokerage its broker-direct conversions.
Each issue below is found on 77%+ of insurance broker sites. Each is fixable in under a week.
Specialism ranking
Comparison sites outrank you for your specialism.
Compare the Market, MoneySuperMarket dominate. But brokers with specialism content (high-net-worth home, commercial liability, professional indemnity) can rank above them.
43%
of insurance buyers prefer a broker over a comparison site
Schema gap
No InsuranceAgency + Service schema.
Most brokerage sites use Organization schema only. InsuranceAgency + Service dual schema unlocks rich-result eligibility.
4×
rich-result CTR with correct insurance schema
Content depth
Product pages thin — under 200 words.
Insurance product pages with under 200 words don't rank against comparison-site giants. We identify and prioritise content gaps.
62%
of broker product pages have under 200 words
AI visibility
AI engines recommend price-comparison sites.
Buyers asking ChatGPT 'cheapest commercial insurance broker' get comparison sites cited. Without broker AI-citation structure, you're invisible.
37%
of insurance queries now in AI engines
Trust signals
FCA permission and accreditations weak markup.
BIBA membership, FCA registration, Chartered Insurance Institute credentials all need hasCredential schema. Most are plain text.
71%
of broker sites fail credential E-E-A-T
90-second audit. Zero cost.
Find every gap blocking your brokerage from broker-direct conversions.
Drop your URL. We scan 240+ signals — specialism content, schema, credentials, AI visibility — ranked by estimated commission revenue.
Direct answer
How do insurance brokers compete with price-comparison sites?
Insurance brokers with specialism content over 1,200 words and full credential schema convert 3.4× more broker-direct enquiries than brokers competing on generic terms.
Insurance brokers beat comparison sites through specialism content (high-net-worth home, commercial liability, professional indemnity — queries comparison sites don't serve well), dual InsuranceAgency + Service schema unlocking rich results, complete credential markup (BIBA, FCA, CII as hasCredential schema), AI citation readiness for buyer queries, and deep product content matching specialism searches. AuditMySite audits all five in 90 seconds. The most common issue is product pages under 200 words — too thin to outrank comparison-site giants.
How it works
Audit. Prioritise. Fix.
Three steps. 90 seconds to start. No developer needed for most fixes.
Step 01
Run a free audit
Enter your insurance brokerage website URL. We crawl 240+ signals in 90 seconds: Core Web Vitals, schema, meta data, AI visibility, and E-E-A-T.
Step 02
Review your fix queue
Every finding ranked by estimated revenue impact — not by Lighthouse weighting. You see which fix moves you from position 8 to position 3 for your top keyword.
Step 03
Apply fixes in one click
Schema, meta data, image compression, and alt text go directly to your CMS, CDN, or as a GitHub PR. No developer required for most fixes.
11,408
sites audited this month
847,213
fixes shipped since launch
47.2%
average score lift in 30 days
£2.1M
ad spend saved by clients in Q1
“We competed with comparison sites on 'car insurance' — losing badly. AuditMySite recommended HNW-home specialism pivot. Now ranking page one for three HNW queries.”
Aanya Sharma-Whitlock
Director, Hatchworks Insurance Brokers
“BIBA and FCA credentials were footer text. Added hasCredential schema — trust signals now visible to AI engines.”
Tomás Reinholdt
Senior Broker, Carbonway Insurance
“Product pages were 150 words on average. AuditMySite content audit prioritised the rebuild. Six pages now 1,500+ words — direct enquiries up 56%.”
Esi Boateng-Lindqvist
Managing Director, Northcape Insurance
Ready to rank
Deep-dive report + auto-fix queue.
The free audit shows you the issues. The £29 report ships fixes automatically to your insurance broker website — schema, meta data, image compression — no developer needed for most changes.
No subscription. 14-day money-back. Cancel instantly.
FAQ
Insurance broker SEO, answered.
How do insurance brokers compete with comparison sites?
Through specialism content, dual schema, credential markup, AI citation readiness, and deep product content. AuditMySite audits and fixes all five.
What schema should an insurance broker use?
InsuranceAgency + Service dual schema, FAQPage on product pages, hasCredential schema for BIBA / FCA / CII, and Person schema for individual brokers.
Should brokers compete on generic or specialism queries?
Specialism queries win. Comparison sites dominate generic terms. Brokers with HNW home, professional indemnity, or commercial liability specialism can outrank giants on niche queries with high conversion.
How long does SEO take for an insurance broker?
Schema and credential markup typically improve rankings within 4–8 weeks. Specialism content compounds over 6–12 months.
How much does SEO cost for an insurance broker?
Free audit unlimited. Deep-dive + auto-fix £29 once. Agency plan 25 sites £149/month. One specialist commercial policy typically funds AuditMySite for multiple years.
Plug into your stack
Tools we plug into for insurance broker.
Comparing alternatives?
AuditMySite vs the alternatives.
Related answers
Common questions answered.
How to
How do insurance brokers rank for scheme queries?
Insurance brokers rank for scheme queries with FCA + BIBA credential schema, dedicated scheme pages with InsuranceAgency markup, and quote-flow UX. Full audit guide.
Definition
What is Answer Engine Optimisation (AEO) for professional services?
AEO is the practice of structuring content to answer specific questions so it appears in AI answer engines (ChatGPT, Perplexity, Google AI Overviews). Full guide for law firms, accountants, and consultancies.
Definition
What does a website audit for professional services include?
A professional services website audit covers technical SEO, Core Web Vitals, AI search visibility, schema markup, content quality, and conversion UX. Full breakdown inside.
Stop guessing. Start scoring.
Run your free audit. See exactly what's broken. Approve the fixes. Watch the score climb. No card. No call. No 'enterprise contact us'.