Schema markup generator for insurance brokers
Insurance brokerages should use the InsuranceAgency type, the schema.org FinancialService subtype for insurance. Fill in the form and I’ll build valid JSON-LD you can paste into your site’s head.
InsuranceAgency JSON-LD
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "InsuranceAgency",
"@id": "https://foothillsinsurance.example/#business",
"name": "Foothills Insurance Brokers",
"description": "An independent insurance brokerage in Calgary offering home, auto, business and travel insurance from multiple insurers.",
"url": "https://foothillsinsurance.example/",
"telephone": "+1-403-555-0142",
"email": "hello@foothillsinsurance.example",
"image": "https://foothillsinsurance.example/images/photo.jpg",
"address": {
"@type": "PostalAddress",
"streetAddress": "100 Example Street SW",
"addressLocality": "Calgary",
"addressRegion": "AB",
"postalCode": "T2P 1J9",
"addressCountry": "CA"
},
"openingHours": [
"Mo-Fr 09:00-17:00"
],
"priceRange": "$",
"areaServed": [
"Calgary",
"Airdrie",
"Cochrane",
"Okotoks"
],
"knowsAbout": [
"Home insurance",
"Auto insurance",
"Commercial insurance",
"Contractor liability",
"Travel insurance"
],
"feesAndCommissionsSpecification": "https://foothillsinsurance.example/how-we-are-paid",
"paymentAccepted": "Pre-authorized monthly payments, Visa, Mastercard, Debit",
"knowsLanguage": [
"English",
"Vietnamese"
],
"sameAs": [
"https://www.instagram.com/foothillsinsurancebrokers",
"https://www.linkedin.com/company/foothillsinsurancebrokers"
]
}
</script>Paste this into your page’s head, then test it with Google’s Rich Results Test and validator.schema.org. The example values are made up: replace every one.
Want this added to your brokerage’s website?
Send me your site and I’ll check your current structured data and send back corrected JSON-LD for it. Free.
The properties that matter for insurance brokers
Type: InsuranceAgency. Every property below is a real schema.org property.
| Property | Why it matters |
|---|---|
@type | InsuranceAgency is specific. It tells search tools you sell insurance, not banking or investment services. |
knowsAbout | Home, auto and commercial insurance are separate searches from separate buyers. List the lines you actually place. |
areaServed | Licensing is provincial and many brokers serve rural Alberta. List where you can actually write policies. |
openingHours | Claims questions don’t keep office hours. Keep the markup to your real hours and explain claims contacts on the page. |
Common mistakes
Using plain FinancialService when InsuranceAgency exists. The specific type is clearer.
Listing insurer logos or brands as knowsAbout. Keep it to lines of business. Partner insurers belong on the page.
Putting sample premiums in the description. They vary by person and go stale fast.
How to add it to your site
- Replace every example value in the form with your own details. They should match your Google Business Profile exactly.
- Copy the code and paste it into your page’s
<head>. Most site builders have a custom code field. On a hand-built site, it goes in the template. - Test the live page with Google’s Rich Results Test and validator.schema.org, and fix anything they flag.
- Add the same facts to the visible page. Structured data should describe what visitors can see. My website checklist for insurance brokers covers the rest.
Schema for insurance brokers: questions
Yes. schema.org uses InsuranceAgency for both agencies and brokerages. It’s a FinancialService subtype, so it also supports feesAndCommissionsSpecification.
Give each branch its own InsuranceAgency block on its own location page, with its own address, phone, hours and @id.
schema.org has no dedicated insurance product type, so I keep the business schema clean and describe the lines you place on the page.
Keep reading
- nick@tavro.ca
- 587-439-9994
- Calgary, Alberta