Three options. Only one actually works for your business.
Bind-online comparators own the quote click, but lose at claims time
Insurance broking is a relationship business that gets quoted on a website. The SME owner Googles 'public liability quote' or 'business insurance for tradies' and the first page is dominated by BizCover, Stratton, Insure247 and the other bind-online comparators that price an off-the-shelf product in 90 seconds, take the commission, and disappear at claims time. The independent broker with eleven Steadfast underwriter relationships, the one who'd actually structure a package policy with the right professional indemnity sub-limit and the cyber endorsement properly negotiated, sits on page two. The bind-online experience wins on speed and price. It loses on the one thing that actually matters in insurance, which is what happens when the client has a claim and needs someone in their corner ringing the underwriter. Most insurance broker websites talk about that moment in a single line in a footer. So the SME owner never sees it, fills in a BizCover form, gets a generic policy, has a claim two years later, and ends up paying out of pocket because the sub-limit didn't cover it.
Good insurance broker marketing is three things, in this order: a policy-class service-page library that splits SME package, public liability, professional indemnity, cyber, workers comp, strata, motor fleet and trades-and-construction into their own pages, each ranking for its own search instead of competing with itself; a trust-signal layer that puts the AFSL number, the NIBA membership, the underwriter network (Steadfast, IA, Resilium), and a real 'claims advocacy' positioning above the fold on every page (this is what beats the comparators on the second look, the prospect who has been burned once); and a Google Business profile that calls out the niches you actually service, the underwriter network by name, and reviews that mention specific claims you got paid.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the policy classes that actually drive your commission (SME packages, trades, professional indemnity, cyber) rather than chasing every 'insurance quote' query that crosses Google. Briefs the other agents so the service pages, the compliant Google Ads, the social cadence and the Google Business profile all reinforce the 'real broker with claims advocacy and eleven underwriter relationships' positioning instead of competing with BizCover on quote speed.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes spinning up a new policy-class page a five-minute job. Ships a clean service page for SME package, trades, professional indemnity, cyber, workers comp, strata, motor fleet and each major niche, each with the AFSL number in the header, NIBA badge, underwriter network callout, and a 'book a 30-minute policy review' CTA, to your live site in two taps.
Goes through your live site for the things that actually move insurance-broker rankings: policy-class-specific H1s on every page, insurance-broker schema (not generic financial-services), AFSL number in structured data, NIBA membership in the schema, and a Google Business Profile that lists the policy classes you specialise in and the underwriter network you sit on. Auto-applies the low-risk fixes, flags anything touching policy-class limits or sub-limits.
Launches Google Ads on the queries that actually convert ('business insurance broker [suburb]', 'trades insurance NSW', 'professional indemnity broker [city]', 'cyber insurance for small business', 'strata insurance broker') with a built-in AFSL and FSG disclosure check on every ad copy variant. Excludes the broad 'cheap public liability quote' queries (which BizCover wins on price anyway). Switches Meta on for niche packages (trades, cyber) where awareness audiences live, off for generic SME.
Turns every claim advocacy, renewal-review and policy-restructure into a post in your real accounts: the public liability claim you got paid in seven days, the cyber endorsement that picked up a phishing loss, the strata renewal where you halved the excess. Builds the 'broker who actually has your back at claims time' trust signal that beats BizCover on the second-look prospect. You upload a renewal note or claim outcome, the agent drafts with AFSL disclosure baked in and client details scrubbed, you approve.
Drafts the long-form pieces that rank for the queries SMEs Google before they fill in a BizCover form: 'public liability for tradies what to actually look for', 'cyber insurance for a small business in 2026', 'professional indemnity vs management liability', 'do I need a broker or can I just bind online', 'strata insurance renewal checklist for NSW'. Two drafts a month, in your voice, AFSL-compliant, that pull the careful SME owner to your site weeks before renewal.
Your first 30 days.
- Four practice-niche pages (trades, professional services, retail, hospitality) indexed and ranking on long-tail business-package queries
- Annual plan weighted to the policy classes that actually pay renewal commission, delivered by Sam
- Google Business Profile rebuilt with AFSL number, NIBA membership and claims-advocacy positioning in the description
- Steadfast or IA cluster-network footer surfaced as the underwriter-buying-power signal
- Claims-advocacy hero shipped on the homepage with case-study walk-throughs (de-identified) for each major class
- Annual renewal review reminder sequence live in the post-bind welcome flow
- 'Broker vs bind-online' explainer published as the cornerstone trust asset against BizCover and iSelect
- FinancialService and InsuranceAgency schema deployed sitewide with PDS compliance pre-check on every ad
Insurance clients fill in a BizCover form because BizCover was the first calm-looking result on a phone at 9pm and your policy-class page wasn't on page one. They don't know that a bind-online policy comes without claims advocacy until they have a claim and nobody picks up. The work is making sure that when an SME owner types 'business insurance broker [suburb]' or 'trades insurance NSW', the first calm-looking result is your firm, with AFSL visible, eleven underwriter relationships called out, and the claims-advocacy promise above the fold instead of buried in a footer.
Agencies are too dear to actually run the policy-class service-page library and the AFSL-compliant ads for $3.5k a month. Tools are cheap but the AFSL and FSG disclosure rules sit in the back of your head every time you draft, so you publish brochure copy that wins nothing. In-House is the third option: for $299 a month the agents ship the pages, launch the compliant ads, post the claims-advocacy wins, and keep your Google Business profile beating the bind-online comparators. You stay in the driver's seat, two taps to approve, every draft pre-checked. Stop watching the SME three streets away end up with BizCover and a claim that gets denied.