Skip to content
Passionfruit
Book a call

SaaS: Insurance brokers

Best SEO and GEO agency
for insurance brokers.

Business owners ask Google and AI which broker can cover a restaurant, a fleet or a contractor in their city. Passionfruit helps brokerages show up for the specialties and markets they actually write, and brings in leads they would choose.

Broker search is local and specialist

  1. The map pack takes the click

    “Insurance agency near me” and city searches show a local pack first. Brokers outside the top three get a fraction of the calls.

  2. Specialists beat generalists

    A trucking company wants a broker who knows trucking. Searches and AI prompts increasingly name the industry, and the specialist page wins.

  3. Bought leads are shared leads

    Lead marketplaces sell the same shopper to several agencies. Leads that find you directly are cheaper and easier to close.

How people look for a broker

Broker prompts combine a location, an industry and a risk. We track them for every market and specialty you serve.

  • Independent insurance agent in Austin who handles restaurant liquor liability
  • Best commercial auto broker for a 10-truck fleet in New Jersey
  • Do I need a broker or can I buy general liability online?
  • Insurance agency that specializes in contractors near Denver
  • Who can insure a high-value home in a wildfire zone in California?
  • How do independent insurance agents get paid?

The broker listings in your way, and how to get past them

Four kinds of listings compete with your agency for local and specialty searches. Each is beatable on the detail a real brokerage can show.

Rival agencies in the local pack

Their gap
Most map listings carry a generic category and a handful of reviews.
Your opening
We build out your Google Business Profile with specialties, service areas and reviews that mention the risks you write, so you outrank nearby agencies for the searches that matter.

Carrier “find an agent” directories

Their gap
Directory entries give a name, an address and a phone number.
Your opening
Your specialty and service-area pages answer what the buyer actually needs to know, so they rank above the directory for specialty and city searches.

EverQuote and other lead sellers

Their gap
Lead marketplaces rank for quote searches with a form and no advice.
Your opening
Specialty pages with real expertise outrank them for “insurance for contractors in Denver” style searches, and the leads come straight to you.

Trusted Choice and agent-finder networks

Their gap
Network profiles are short and similar for every member.
Your opening
Your own site gives engines the full picture of what you write and where, which is what AI needs to name a specific agency.

See who AI recommends instead of you.

Book a call and we will run these searches live for your brand.

Book a call

What engines read when they recommend a broker

AI answers about brokers lean on local and reputation signals more than long-form content.

  1. Google Business Profile

    Categories, services, service areas, photos and posts. We keep each office profile complete and consistent with your site.

  2. Google reviews and other review sites

    Recent reviews that mention a specialty, such as “they found coverage for our food truck”, are what engines quote. We help you ask the right clients at the right time.

  3. r/smallbusiness and r/Insurance

    Owners ask whether to use a broker and which kind. We monitor these threads and answer with disclosure where community rules allow it.

  4. Industry and trade association sites

    Membership and partner listings with associations in the industries you insure are cited for specialist recommendations.

  5. State license lookups

    Engines and buyers check licensing. Your site states license details clearly, which also covers disclosure rules in many states.

Search problems only brokerages have

Three issues we see across independent agencies and larger brokerages.

  1. 01One office, many markets

    Brokers often write business across a state from one office, but the local pack favors physical proximity. We build service-area pages with real local detail, and make your specialties carry you beyond the map radius.

  2. 02Specialties are buried on a “what we insure” list

    A single line item for “trucking” cannot rank. Each specialty you write gets its own page covering the risks, coverages and questions that industry has.

  3. 03Licensing and carrier disclosures on every page

    License numbers, the states you are licensed in and how you work with carriers need to be stated correctly. We build them into templates so every new page is compliant from the start.

Find out which of these is costing you most.

Book a call and we will rank them by the revenue at stake on your own site.

Book a call

The rules that shape broker marketing

Brokers operate under state licensing and carrier relationships. Your compliance lead decides what applies; we build it into the pages.

Producer licensing
Brokers and agents must hold a license in each state where they sell. Pages should not imply you can place coverage where you are not licensed.
License numbers in advertising
Some states require the producer license number on advertising. We add it to templates where your compliance lead says it is needed.
Carrier appointments
Which carriers you are appointed with determines what you can offer. Claims about access to specific carriers need to be accurate and current.
Compensation disclosure
Some states and commercial clients expect disclosure of how producers are paid. Clear content on this also answers a common buyer prompt.

The whole program, shaped for brokerages

A brokerage wins on the risks it understands and the markets it serves, so every vertical below is built around your specialties and offices.

Advice content for the questions business owners ask before calling a broker, such as how much general liability a restaurant needs or what a contractor’s certificate of insurance should show. Lead sellers answer with a form; an expert answer is what gets your agency named.

More on Content

Why Passionfruit for insurance brokers

A brokerage sells expertise in specific risks and markets, yet most broker websites list specialties in one line and lean on bought leads. We work with brokers to make each specialty and market visible on its own, in Google’s local results and in the answers business owners get from AI.

Our platform shows where your offices appear in local results, which agencies AI names for the specialties you write, and which directories and reviews it draws on. Experts then build specialty and service-area pages, tidy up Google Business Profiles and directory listings, and set up review requests that mention the work you do.

Licensing and carrier disclosures are built into every template, and content goes through your compliance review. Results are measured in calls and quote requests by specialty and office, and compared with what you spend on purchased leads.

What we measure

  • Calls, form leads and quote requests from your own pages, by specialty and office
  • Local pack visibility for each office and service area
  • Leads from organic and AI search compared with the cost of purchased leads
  • How often AI engines name your agency for specialty and local prompts
Book a call

Questions

Can we rank outside the city where our office is?

In the local pack, proximity matters a lot. In regular results and AI answers, specialty pages with real local detail can rank across the markets you serve.

Should every specialty we write get its own page?

Every specialty you want more of, yes. Each page should cover that industry’s risks, coverages and common questions, so it reads as expertise rather than a list entry.

Will organic leads be better than the ones we buy?

Usually. Lead marketplaces sell the same shopper to several agencies, while leads that find you directly come from people who chose your agency, so they are cheaper and easier to close.

Do we need our license number on every page?

It depends on the states you operate in. Your compliance lead decides, and we add it to templates wherever it is required.

How do we get named when someone asks ChatGPT for a broker?

Engines lean on reviews, local profiles, directories and clear specialty pages. Strengthening those together is what gets an agency named for a specific risk and location.

Do you work with independent agencies and large brokerages?

Yes. For an independent agency, the program covers each office’s profile, service-area pages and a page for every specialty you write. A larger brokerage gets the same across every location and line, with producer license numbers added where your compliance lead says they are needed.

More SaaS and B2B segments

Get found and chosen in AI answers.

Book a call and we will show you where Google and AI answers leave you out today, and what we would ship first to get you in.