Quoted, then bought.
Senior-led paid media, technical SEO and AI search for insurers, brokers and MGAs, built to win quotes that become policies rather than clicks that never buy.
Built for insurance.
Insurance is bought in two places: on the comparison sites, where price leads, and directly, where cover, service and trust carry more weight. Many quote journeys are started and never finished, and an account judged on quotes started cannot tell which spend produced a policy.
The work here follows the quote to the policy. Campaigns target the lines and customers you want to write, sold policies are passed back from your quote engine or CRM where it can share them, and product, cover and claims pages are built so search engines and AI assistants can read what each policy includes. Insurance advertising must be clear, fair and not misleading under FCA rules, so copy is prepared with that in mind and goes to your compliance sign-off before it runs.
What an insurance engagement covers.
- Search campaigns by line of cover
- Quote and policy tracking from your quote engine or CRM
- Ad copy prepared for FCA rules and compliance sign-off
- Consent Mode v2 and server-side tracking
- Renewal and cross-sell audiences where your data allows
- Technical SEO for product, cover and claims pages
- AI search visibility for cover research
One senior mind, audit to invoice.
One senior practitioner owns the campaigns, the copy and the measurement, so the rules on what an insurance ad may say are handled by the same person who runs the spend.
Success is measured on policies sold, tied back to the campaign that produced them, with consent and data protection designed in from the start.
How the sector reads to AI.
In the Crane Index scan of 1 October 2026, the Insurance benchmark scored the websites of 124 organisations for AI readability, how well AI systems can read them. The median score was 44 out of 100, and 4 scored 70 or more. Everest led, at 77. Read the Insurance benchmark.
Your own site can be scored the same way, free, so you can see where it sits against the sector before any work starts. Get your Crane Index score.
Insurance questions.
Can you measure policies sold, not just quotes?
Usually. Where your quote engine or CRM can pass back a sold policy, each one is tied to the campaign that produced it. Where it cannot, the closest measurable step, such as a completed quote, is tracked instead and labelled as such.
Should we compete with the comparison sites in search?
Not on every search. The account is built around the lines, risks and customers you are best placed to win, and your own brand, rather than every broad price search.
Do people use AI assistants to choose insurance?
Some do, to understand cover before they buy. When they do, the answer draws on websites it can read, including what each policy covers and excludes. The work makes those pages readable, and the Crane Index benchmark below shows how the sector's sites score today.
The full stack, on one desk.
Every sector engagement draws on the same four disciplines, held by one senior practitioner. Take one, or the whole stack.
Creator of the AI Readability Suite
Senior work, sector by sector.
Start with a conversation.
A proper conversation with the person who would do the work. Tell me about your insurance business and where you want to be, and you will get an honest read on what I would change, what I would leave alone, and where the real upside is.
Speak with NicThe senior read,
once a week.
Most marketing newsletters are noise on a schedule. This is not that. Once a week I send a short, considered read on the shifts that actually change what you should do, across the AI shift, PPC, technical SEO and analytics. Filtered, weighted and signed off by me before it goes out. The judgement is mine, and now you can hear every edition in my own voice.
Nic CraneFounder, The Crane Consultancy
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