Web design for insurance brokers
Comparison sites win on price. You win when it goes wrong.
Nobody appreciates a broker until they have a claim, or until a comparison site quietly excludes the one thing they actually needed covering. That is your entire argument, and almost no broker website makes it. A site built around claims support, the risks people get wrong and the businesses that cannot be bought online does far better than one competing on premium. We build it that way, host it and look after it, with a £0 upfront website design fee.
- Per month: £49.99
- Upfront website design fee: £0
Illustration: a insurance brokers pictogram beside an example website built for that trade.
Who you are
Business or personal, decided in one click.
A builder needing public liability and a homeowner with an unusual property want completely different things, and blending them makes the site feel like a directory. One choice at the top solves it.
Cover that has to be right
Liability, premises, stock, vehicles, professional indemnity. Often required by a contract or a client, and usually more complicated than a comparison site can handle.
- Liability
- Premises
- Fleet
- Professional indemnity
Something the comparison sites will not do
A listed building, a thatched roof, a modified car, high-value contents, an unusual claims history. The cases where an online quote either refuses or gets it dangerously wrong.
- Non-standard home
- High value
- Claims history
Needs help now
An existing client, or somebody whose insurer is not playing fairly. This route should be visible from every page, because it is the moment your value is most obvious.
- Report a claim
- Help with an insurer
- Talk to someone
Putting the claims route on the home page is unusual and worth doing. It signals that you expect to be useful at the difficult moment rather than only at renewal.
What you place
The risks people get wrong, and the ones they forget entirely.
Most underinsurance is not stinginess, it is not knowing. A page that names the things businesses routinely get wrong is genuinely useful, and it shows expertise in a way a list of policy types never does.
Business cover
The policies a trading business needs, and the ones a contract will insist on.
- Liability cover
- Property, stock and business interruption
- Professional indemnity and cyber
Motor and fleet
Where a broker still comfortably beats a comparison site.
- Commercial vehicles and fleet
- Motor trade
- Non-standard private motor
Personal and non-standard
The cases where an online quote either refuses or quietly gets it wrong.
- Listed, thatched and unusual homes
- High-value contents and possessions
- Previous claims or convictions
Anything you do not place comes off the site. If you do not handle a class of business, nobody enquires about it.
Regulation
Arranging insurance is a regulated activity.
Your website is a financial promotion and has to be clear, fair and not misleading. It also has to carry your regulatory details. Handled properly, that reads as substance rather than obligation, particularly beside a comparison site that tells nobody anything.
We display exactly what your firm holds and nothing beyond it. We never imply authorisation, describe a service as independent or whole-of-market unless you tell us it is, or publish a promotion you have not approved.
Things we'll carry, as they apply to your firm
- Your regulatory status, and whether you are directly authorised or an appointed representative
- Your firm reference number and the register statement your compliance requires
- The basis on which you select insurers, described accurately
- How you are remunerated: commission, fees, or both, and how that is disclosed
- Professional indemnity insurance
- Your complaints procedure and the ombudsman route
- Which trade body you belong to, where applicable
- Reviews handled within the rules that apply to financial promotions
All regulatory wording comes from you and your compliance function. We place it correctly and prominently and keep it easy to update. We do not advise on compliance or draft regulated wording.
Where clients come from
Accountants and trade contacts send the good business.
Commercial insurance rarely arrives from a cold search. It comes from an accountant, a solicitor, a trade association or a contractor who needed evidence of cover and asked who arranged it. Every one of those introductions gets checked online before the call, which makes the website a verification tool as much as a shop window: real people, visible regulation, a claims route and evidence you understand their trade.
Personal lines behave differently and do arrive by search, but only for the cases comparison sites handle badly. Naming those situations explicitly — the listed cottage, the modified car, the claim two years ago — is what makes somebody realise a broker is what they need, and being local matters because they want to speak to a person rather than a queue.
Your site plan
Five pages, and the claims page is the argument.
Everything else on a broker's website can be found somewhere cheaper. What cannot be bought online is somebody who answers the phone when a client has had a fire, and that deserves a page rather than a sentence.
Your suggested site plan
5 pagesHome
Business or personal, your regulatory status, and the claims route from the first screen.
- Two routes
- Regulated
- Claims
Business insurance
The classes you place, the limits contracts require, and the risks businesses routinely get wrong.
- Liability
- Property
- Fleet
Personal insurance
Non-standard homes, high-value contents and difficult histories, written without judgement.
- Non-standard
- High value
- Histories
Claims
What to do, what you will do, and how you deal with the insurer on the client's behalf.
- Report
- What we do
- Support
About & contact
Your people, your regulatory details, the areas you cover, and how to ask for a review.
- People
- Regulated
- Review
Generally up to five pages on Website, planned around how your customers choose.
Need something extra later? No problem. PrimeStart customers can order additional services such as extra pages, branding and one-off optimisation through their client dashboard whenever they need them.
The logic of SEO
Commercial clients renew for years. Comparison sites do not have them.
Website + SEO is optional monthly work on how easily local customers find you, aimed at three searches agreed with you. Personal lines have largely gone online; commercial and non-standard business has not, and that is where a broker's search visibility earns its keep.
The kind of searches SEO works on
- insurance broker Gloucester
- business insurance Gloucester
- public liability insurance Gloucester
£349.99/month total, website included. SEO never promises a position, a number of enquiries or a revenue figure. It promises the work, every month.
Already have a website you are happy with? Ongoing SEO is only available with the managed website, as Website + SEO — PrimeStart does not run SEO on a site it does not host. If you would rather keep your current site, talk to us first and we will tell you honestly whether moving it across is worth it.
- 1
A website that makes the broker argument
Claims support, risks explained, real people. Against a comparison site the argument is not price, it is what happens when something goes wrong, and it has to be made explicitly.
- 2
Found by the people already looking
The SEO work is monthly work on the local searches, your Google Business Profile and the listings that decide who appears when somebody near you types insurance broker near me.
- 3
Aim at commercial, not motor
Private motor and standard home are lost to the aggregators and not worth chasing. Trade liability, fleet and non-standard property are searched by people who genuinely need a broker.
- 4
A site that produces a review request
"Send us your renewal and we will tell you what it is missing" is a far better call to action than a quote form, and it starts the conversation where you are strongest.
We research your area first, recommend three that make commercial sense, explain why, and agree them with you before any work starts. Search targets in regulated sectors are chosen with the promotion rules in mind.
Your Client Platform
Update a class of business the week you add it.
Every PrimeStart customer gets their own Client Platform. It is where the project lives: the stage it has reached, what we are waiting on, the draft to look through, and the button that says you are happy with it.
- Follow the build stage by stage, without emailing to ask
- Send documents straight from your phone
- Message PrimeStart directly, with the whole thread in one place
- Preview the draft on a laptop and a phone, and mark up changes
- Approve the website before anything goes live
- Ask for changes afterwards, and order services when you need them
- See your SEO report, tracked searches and recommendations each month (Website + SEO)
There is nothing technical to learn. One login to your Client Platform, and you never have to open WordPress.
Illustration of the Client Platform for a fictional insurance brokers business. SEO reporting is included with Website + SEO.
The plans
The same broker website, with or without the monthly SEO work.
The Website is the whole thing: designed, built, hosted, managed and kept current, with your domain name included. Website + SEO adds monthly work on how easily local customers find it. Clear pricing. Straightforward terms. No surprises.
An insurance broker's website that makes the broker argument explicitly, with claims support given its own page.
Designers usually charge for the build before the website exists. We absorb that cost and recover it through the monthly service, which is why the plan carries a minimum term, and why there is nothing to pay up front beyond the first month.
Complete the term and the website is yours: stay with us on a rolling basis with no new minimum, or move it to hosting of your own.
Want PrimeStart working on how customers find you? Website + SEO is £349.99 a month in total, with the same website included. The same managed website, plus monthly work on three agreed local searches, aimed at commercial and non-standard work rather than at the aggregators. How SEO works
£49.99per month
- Upfront website design fee
- £0
- What you pay to start
- Your first £49.99, at signup
- Minimum term
- 18 months
- Over the minimum term
- 18 × £49.99 = £899.82
- After month 18
- The website is yours
- If you stay
- £49.99 a month, rolling, no new minimum
What the plan includes
- Business and personal splitOne click, because the two readers want nothing in common
- A claims page, not a claims sentenceThe one thing a comparison site cannot sell
- The risks people get wrongWhich shows expertise better than a list of policy types
- Regulatory wording carried properlyStatus, reference number and remuneration disclosure, correctly placed
- A cover review as the call to actionBetter than a quote form, and it starts where you are strongest
- A professionally designed, custom-built WordPress websiteGenerally up to five pages, planned around how insurance brokers are chosen
- Hosting, your domain name and SSLIncluded and managed by PrimeStart
- Security, backups and updatesKept current, backed up regularly, WordPress and plugins updated by us
- Enquiry forms and basic Google foundationsForms that reach you; structure, titles and descriptions search engines read
- Support, small changes and your Client PlatformReasonable small changes subject to fair use, and one place to follow, message and approve
How it works
Your part is one meeting and a compliance sign-off.
Choose a plan, send us your classes of business and your regulatory wording, then tell us what to change on the draft. We do the rest.
- 1
Choose your plan
Website, or Website + SEO. The upfront website design fee is £0 and your first monthly payment is taken at signup.
- 2
Send us the firm's details
A short onboarding in your Client Platform: the classes you place, your regulatory status and reference number, your required wording, your claims process, and where enquiries should land.
- 3
Ready to Build
We check we have what we need. If a piece of regulated wording needs compliance approval, we say exactly which, and get on with the rest.
- 4
First draft
A working draft on a laptop and a phone, for your compliance sign-off before anything is published.
- 5
Approve and launch
Reasonable in-scope changes, then you approve it. Nothing is published until you say so.
We aim to have your first website draft ready within 5 working days once PrimeStart has everything needed and confirms your project is Ready to Build. Payment alone doesn’t start the clock; missing details, revisions or domain delays can extend it.
You review the draft and request reasonable in-scope changes. If there’s a genuine problem we can’t put right within scope after reasonable attempts, we can cancel the agreement and refund Website subscription payments made, subject to any disclosed non-recoverable third-party costs.
Questions insurance brokers ask us
How much does a website for an insurance broker cost?
What happens at the end of the 18 months?
Is the domain name included?
Can we quote online?
How do you handle our regulatory wording?
Should we publish premiums?
How quickly will I see a first draft?
What is SEO, and do I need it to start?
You arrange the cover. We'll run the website.
Web design for insurance brokers at £49.99 a month with a £0 upfront website design fee: the broker argument made explicitly, claims given a page, and regulatory wording carried properly.
Prefer to call? +44 7446 265140 or email contact@primestart.co.uk