30/07/2025
Matt Tomkin
Monitoring Online Success as Insurance Brokers
What does success look like for your insurance brokerage? It might sound like an obvious question, but every firm will look at online success differently. The concept is relative, and it means choosing the correct metrics to track. Here’s what every brokerage must know about tracking its progress online.
Succeeding in the UK’s insurance industry as an agent or broker means overcoming your competitors in the marketing arena. Having experienced a wave of unprecedented growth, the insurance industry has a market value of £21.7 billion in revenue, but it’s still a minority of players accounting for most of it.
How to know if your brokerage is performing well online
Your business has more data at its fingertips than ever. Despite the insights all insurance brokers have, just 32% of businesses act on the data they have available. That’s important because measuring success hinges upon leveraging data from your online insurance broker marketing campaigns.
Knowing whether your brokerage performs well online means sourcing your prime key performance indicators (KPIs) and getting the latest data in relation to them. Believe it or not, it’s not just about sales or return on investment (ROI).
Crucially, metrics cannot be taken in isolation. You must track your performance over time and compare different periods to determine whether you’re moving in the right direction.
The most important metrics to track are how well your brokerage is seen online
All metrics must ultimately lead back to sales of insurance policies as a brokerage. Yes, driving traffic to your website is important, but it’s all for nothing if it doesn’t ultimately lead to new business.
That’s where so many marketers go wrong. For example, did you know that just 41% of marketers measure the success of their online content marketing campaigns through sales?
So, what metrics should you be looking at to get a better picture of your online presence?
All these metrics show you where you stand online and on specific channels. Plus, you can use these figures combined with your marketing investments to determine other financial metrics, including Cost Per Lead (CPL), Customer Acquisition Cost (CAC), and Customer Lifetime Value (CLTV).
Don’t lose track of the one metric that matters most for your insurance brokerage, though, and that’s profitability.
Why your business being seen online is crucial
Most business is done online rather than in the high street, especially when it comes to sourcing new providers. According to YouGov, 81% of Brits use price comparison websites to find new life insurance providers.
Being seen online is how your business thrives because it’s the dominant channel for new business. This fact alone should demonstrate the importance of making online marketing your priority.
If you drill deeper into the benefits of online marketing for insurance brokerages, other reasons to invest in this area of your firm include:
In the past, insurers would open up their branches in places where they could access the most potential clients. The same principle applies here. If you’re not succeeding online, there’s little chance of your brokerage attaining the long-term success it deserves.
How to know when your business needs help with its online performance
Mastering insurance marketing is the most common pitfall that brokers in the UK market struggle with today. Sadly, many businesses die a slow death because they can’t gain traction, so what are the signs that your brokerage needs help?
Declining web traffic
Web traffic should be actively growing in an ideal world. If it isn’t, your online activity needs attention. Likewise, if your bounce rates are going up, it’s a sign that your site isn’t offering the user experience the insurance audience expects. This is especially problematic because Google will penalise your site in the rankings.
A great way to organically grow web traffic is through insurance broker local SEO.
Lack of engagement
Feel like nobody cares about your insurance content? Low time-on-site and a lower average number of page clicks per session show that your audience isn’t responding to your content. In most cases, this is where the problem lies, but it could also mean that your insurance platform isn’t optimised for mobile devices.
Learn how to find your target audience as an insurance broker.
Lead generation struggles
Online marketing is designed to create leads that end in sales of insurance policies and other services. If it doesn’t, your online marketing efforts are going to waste.
Review your sales funnel and identify where customers could be dropping off. Pay special attention to landing pages and the percentage of people actually taking the desired action, such as scheduling an insurance consultation.
Poor return on investment
Every insurance marketing campaign should be analysed for ROI. If your ROI is frequently in the red, you can no longer pass it off as a loss leader. Although long-term customers provide more value, if you’re spending £2 to receive £1, it’s a clear sign that your investments are not paying off.
Learn more about PPC marketing for Insurance Brokers.
Toxic brand reputation
Insurance brokers cannot differentiate themselves based on the product alone. What separates one broker from another isn’t what they sell but the experience they provide to their clients. Two brokers may sell identical policies from the same insurance house, meaning they have to separate themselves in some other way.
Focus on cleaning up your online reputation. Look up reviews from your previous customers and concentrate on the adverse feedback you’re getting. It’s easy to dismiss negative reviews, but they are a roadmap to future improvements. Most Britons will look at the reviews before working with a business, so you cannot afford to ignore them.
Pay attention to trends. If you keep getting the same feedback, it’s an indication that something has to change. And no amount of online marketing mastery will make up for an insurance broker offering a poor user experience.
At Tao Digital Marketing, we know that managing all the moving parts of online marketing is complicated. Acquiring, interpreting, and acting upon the data can feel like a full-time job while running your insurance brokerage. That’s why we have supported countless insurance agents in achieving online success.
If you’re ready to learn more about transforming your online marketing strategy and measuring success, contact Tao Digital today.