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Website checklist for insurance brokers

A good insurance brokerage website tells someone which kinds of coverage you place, why a broker beats going direct, and how to get a quote without a long phone call. This checklist covers that and everything else I check on every brokerage site.

0 of 29 done0%

Content and pages

0/7

Trust and credibility

0/4

Conversion

0/5

Local SEO

0/4

Technical

0/4

AI search

0/3

Compliance

0/2

Your ticks are saved in this browser only. Nothing is sent unless you use one of the forms.

What a brokerage website must get right first

Insurance clients come in with a renewal, a new purchase or a claim. The site needs a page per line of coverage, a quote form with the right fields for each, and a clear claims path for existing clients. Commercial clients want to see you understand their industry.

How to use this checklist

29 checks in 7 groups.

  1. Open your website in another tab and go group by group.

    Tick an item only when you have checked it on the live site, on a phone as well as a computer.

  2. Start with content and conversion.

    Those groups are the most specific to insurance brokers, and they are where most enquiries are won or lost.

  3. Leave technical and AI search items for last.

    They matter, but they are easier to fix in one pass, and the free tools linked below help with most of them.

  4. Your ticks are saved in this browser.

    Come back any time. Print it if you want to work through it with your team.

A note on compliance

Your website can count as advertising under the rules that apply to insurance brokers. The compliance items here are prompts to check, not legal advice. Rules differ by province and change over time, so read the current standards from your regulator or licensing body before you publish testimonials, comparisons, prices or outcome claims.

FAQ

Insurance brokers websites: questions

  1. Yes. People search for tenant insurance or contractor insurance, not brokerage. A page per line, each with its own quote form, matches how people look and keeps forms short.

  2. Be careful. Check the Alberta Insurance Council's rules before making savings or comparison claims. Explaining how you shop multiple insurers is usually clearer and safer.

  3. Claims contacts, a way to request changes, and how to get documents like pink cards. Make those easy to reach from the header so the phone line isn't the only option.

Keep reading

For insurance brokers

Other checklists

Free tools

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