Insurance is a trust business. The website has to show it.
Compliant for brokers, found locally, without tariff-comparison noise. What broker websites need, and one engagement that was built from zero.
Investmentbüro Rotenberger, Burgkunstadt: brand, website and SEO from zero.
An independent insurance broker with no website and no brand. Built were logo and colour system, the insurance check as a calm entry point, statutory initial information under VersVermV, InsuranceAgency schema with geo data and location pages for the catchment area. For the local broker search the business sits at rank 1 in the Maps pack and is named first in AI search.
Local visibility instead of impressions.
An independent broker in Burgkunstadt does not compete with insurers and comparison portals for terms like disability insurance. The decision happens in the Maps pack and in searches from the region, so there is no impressions curve here, only what brings enquiries.
- Rank 1 in the Maps pack for the local broker search
- Named first among the region’s brokers in AI search
- Queries with a local intent in the top 3 instead of broad reach
Positions, clicks and queries from Google Search Console, as of 31 Aug 2026.
- 19.4
- Avg. position, last 28 days
- Started from zero on 30 May 2026
- 8
- Queries in the top 3
- rows returned, lower bound
- 7
- Clicks, last 28 days
- since launch 36
- 94
- Days since launch
- 30 May 2026
Google Search Console, as of 31 Aug 2026. No before value, the site is entirely new. Last 28 days: 4 Aug 2026 to 31 Aug 2026. Queries: rows returned by the API, a lower bound.
Why many broker and finance websites stay invisible on Google.
Five patterns we find again and again in this industry.
No topic-specific signals
One catch-all page instead of dedicated pages for income protection, private health, commercial cover or provision. Google has nothing to show specifically.
Trust claimed, not evidenced
No named person, no real reviews, inconsistent directory entries. In a trust business the most expensive mistake.
Half-hearted compliance
Initial information hidden, legal texts outdated, tracking before consent. A legal risk and a bounce reason at once.
Google Business Profile empty
The easiest local lever sits idle: incomplete categories, no services, no response to reviews.
Tariff comparison instead of advice
The site imitates a portal and loses the one thing a broker has over it: personal advice.
Four search types, four page types.
Brokers and advisers are searched in four ways. Each needs its own answer.
Six sub-industries, six search profiles.
The structure is the same, the search terms and page types differ.
Insurance brokers
Local search with place reference, decided by Maps pack, reviews and genuine location pages
Financial advice and provision
Advice-driven topic questions on retirement and income protection, guide depth beats tariff lists
Mortgage finance
Rate and calculator questions with high competition, reachable via place, process and funding
Wealth management
Few searches, long decision, a named person and trust signals carry more than volume
Tax advice
Firm search with place plus legal form, plus deadline and form questions with a time reference
Estate agents
Place plus property type, event-driven and strongly dependent on reviews and references
Four steps before the first click.
This is how an insurance and finance engagement runs with us.
Analysis and prioritisation
Search Console, Google Business Profile, competition in the catchment area, state of the mandatory disclosures. What brings enquiries, what only effort.
Structure and keyword logic
Pages per insurance type and client segment, location pages only for viable places. Sitemap and page briefs.
Implementation
Copy with process, audience and examples. Initial information, legal texts, InsuranceAgency schema, profile.
Handover and next phase
Reporting from Search Console, topics ongoing, reviews and profile maintained.
What an insurance and finance engagement includes.
- Pages per insurance type and client segment
- Location pages only for viable places
- InsuranceAgency schema with geo data
- Initial information, legal notice, privacy, consent
- Google Business Profile set up or cleaned
- Reporting from Search Console
Who it fits
- Independent brokers with a fixed catchment area
- Businesses starting fresh or replacing a business-card website
- Advisers who sell advice, not the tariff
Who it does not fit
- Anyone competing head-on with comparison portals on generic tariff queries
- Anyone expecting durable rankings within a few weeks
Common questions from insurance and finance.
Does SEO make sense for an insurance broker?
If local and topic-driven enquiries are the goal, yes. Someone searching for a broker plus a place, or a topic like income protection, wants advice. Those enquiries go to the brokers who are visible, not to the ones with the largest book.
What must a broker website meet legally?
Statutory initial information under the German insurance mediation regulation, a complete legal notice, an up-to-date privacy policy and GDPR-clean handling of tracking and third parties. We build that in from day one. For the legal assessment a specialist lawyer belongs at the table.
Do we need a page for every location?
Only for places with genuine content and commercial weight. Location pages built from a template with a swapped place name are treated by Google as doorway pages and dropped from the index. We map the catchment area before the build.
What is the difference from a comparison portal?
Portals rank on generic tariff queries with budgets a single broker cannot match. The reachable lever sits with local search intent, advice-driven topics and trust signals.
What does a broker website cost?
Business website from 3,900 euros fixed price, SEO retainer from 990 euros per month. Brand and visual identity can be added. All prices are on the pricing page.
Let us check your local visibility.
In the strategy call we look at the Maps pack, your mandatory disclosures and the search intent in your catchment area and tell you what needs attention first.
Reply within one working day. 60 to 75 minutes, €190, credited against your project fee.