Do you need one?
Does an insurance broker need a website?
A fair question for a relationship trade. But the honest answer turns on your real rival: the comparison site, which you beat only by showing your value online first.
From £297, live in 7 days, on your own domain.
Does an insurance broker need a website?
The honest answer
Does an insurance broker need a website? If you have all the clients you want, and no wish to grow or lose any to direct-buy, then perhaps not. But the honest answer turns on who your real competition is, and it is not another broker, it is the comparison site. Anyone can buy insurance online in minutes, so the question in a prospective client’s mind is often whether a broker is worth it at all, and they research that difference before deciding. They look at what a broker offers over the direct route, the right cover, expert advice, someone in their corner at claim time, and whether you seem trustworthy, and they judge it online. A broker with no presence cannot make that case, so the person defaults to the cheaper-looking direct policy. The real question, then, is whether you want to grow your clients, because without a website you lose them to the comparison button you should have beaten by showing your value.
Your rival is the comparison site, and you beat it online
Insurance broking is unusual in that its main competition is a button. The client can buy direct, instantly and cheaply, so a broker is always implicitly being compared to that, and the comparison happens online, where the client weighs whether the expertise, the right cover and the claims support are worth choosing a broker over a click. That reframes what a website is for: it is not just to be found, it is to win an argument, to show why a cheap direct policy is a false economy, the wrong cover, no advice, no one to help when they claim, and why you are worth it. A broker who is absent from that, or present but thin, cannot make the argument, so the client defaults to direct, because nothing showed them the value of doing otherwise. And comparison sites will not make your case for you, they sell direct policies, so relying on them pushes you onto their price-only terms. Being chosen means winning the value argument on your own site, before the client clicks buy.
A website protects your renewals and referrals too
The strongest objection is that broking runs on renewals and referrals, and it does, but a website protects and grows that book rather than being irrelevant to it. A referred person still looks you up before trusting you with their cover, because they can easily buy direct instead, so a credible site that makes your case confirms the referral while having none lets the direct route tempt them away. And your renewals are not guaranteed either, because clients are pitched cheaper direct policies constantly, so a site that keeps reinforcing your value helps hold them. So the website does double duty: it wins new clients from the undecided, and it strengthens your existing book against the comparison sites forever nibbling at it. Far from replacing your renewals and referrals, a good site is what defends them in a direct-buy world, and grows the book on top.
So the real answer to does an insurance broker need a website is: yes, if you want to grow and protect your clients, because your real rival is the comparison site and you beat it only by showing your value online, so being absent means losing clients to direct-buy. And finding out costs just £99 up front: I build the site on spec, from £297, and you see it finished before you pay the rest, so you can look at your actual site, ready to make the case for using a broker, and decide from there, knowing the renewing value of a single client covers the cost many times over.
How it works
From message to live in four steps.
- 01
Message me
Tell me your trade and your town on WhatsApp. No forms to wade through, no call to book.
- 02
£99 to start
A £99 deposit gets your build going and comes off your quote. It covers some of the build time.
- 03
I build it, you see it
I build the whole site, framed around your work, and send it to you finished to look at.
- 04
Pay the rest, go live
Happy with it? You pay the balance, it goes live on your own domain, and it is yours to keep.
What you get
What an insurance broking site from me includes.
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Built on spec
I build it first and send it finished. You see the real thing before you decide, not a mock-up.
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Live in 7 days
From the go-ahead, your site is live within a week. No months of back and forth.
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On your own domain
It goes live in your name. You own the site and everything on it, with no lock-in.
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Genuinely fast
Static pages, no WordPress. Fast pages rank better and turn more visitors into calls.
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Found on Google
Built to be found in local search, with the plumbing done properly from day one.
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Looked after
Someone looks after it and changes it when you need. Two small edits a month, your listing kept current.
What it costs
A straight price.
From £297 to build it, first three months of Care included, then £49 a month.
You own the site outright and can stop the monthly plan whenever you like. Hosting is part of Care and Grow, so one of those keeps it online after the first three months, or you host it yourself. See the full pricing.
Common questions
Questions I get asked.
Does an insurance broker really need a website?
If you want to grow your clients, yes, because your real competition is the comparison site, and you beat it only by showing your value online. People weighing a cheap direct policy against a broker research the difference first, and a broker with no presence cannot make the case, so they default to buying direct. Without a site, you lose clients to the comparison button you should have beaten.
Isn't insurance broking won through referrals and renewals?
Renewals and referrals matter, but a website strengthens both rather than competing with them. A referred person still looks you up before trusting you with their cover, and new clients weigh you against direct-buy, so a credible site that makes your case confirms referrals and wins the undecided. A site does not replace your book, it protects it and grows it against the comparison sites.
Why do people research a broker online before choosing?
Because they can buy insurance direct in minutes, so they weigh whether a broker is worth it, and they research that difference online. They look for what a broker offers, the right cover, advice, claims support, and whether you seem trustworthy, and they judge it there. A broker with no presence cannot make that case, so the person defaults to the cheaper-looking direct route.
Can't people just find me through comparison sites?
Comparison sites sell direct policies, they do not showcase your value as a broker, so relying on them means competing on price alone, which is exactly the game a broker should avoid. Your own site is where you show why the right cover and claims support beat a cheap policy, winning clients on value rather than price. Without it, you are pushed onto the comparison sites' terms.
When could an insurance broker skip a website?
Realistically, only if you have all the clients you want and no wish to grow, and never lose any to direct-buy. Because people weigh brokers against comparison sites online, most brokers without a presence lose the undecided to the direct route. For anyone wanting to grow or protect their book, the case for a site is strong.
Is a website worth it for a smaller insurance broker?
Often especially so, because making the value case and reassuring, not size, wins a client from a comparison site, and a good site lets a smaller broker do both as well as any large firm. A credible, case-making site can win a small broker clients who would otherwise buy direct. A single client, renewing for years, covers the cost many times over.
How much does it cost to find out if a website is worth it?
Just £99 to start with me, and it comes off your quote. I build the whole site first and you see the finished thing before you pay the rest, from £297. So you are not gambling on a maybe, you are looking at the actual site for your insurance business and deciding then. Given the renewing value of a single client, the risk of finding out is very low.
Tell me your town and I'll build you an insurance broking site on spec, so you can see it before you pay. Or read A Checkatrade alternative, see the full pricing, or get in touch.