Digital marketing for independent short-term insurance brokers
The insurers hold the search results for "short term insurance", but a broker can still win "insurance brokers near me", and "insurance brokers" plus a town, where Google shows local brokers on a map above the websites. Those are the searches our digital marketing for insurance brokers goes after, with SEO, websites and social media for independent short-term brokers who place car, home, business and commercial cover with more than one insurer.
Section 14 of the FAIS General Code of Conduct also covers every advert you publish, and our first drafts already follow it: the source and the date beside any statistic or award, no undue prominence for benefits over risks, and copy your key person can approve without three rounds of edits.
The FSCA's Integrated Report 2024/25 counts 11,897 financial services providers, without saying how many are independent short-term brokers.
The Financial Intermediaries Association of Southern Africa says it represents more than 12,000 licensed financial services advisers (fia.org.za, checked October 2026).
The searches a broker can win
Insurers' own sites hold the results for "short term insurance", and when we checked in October 2026, Google's suggestions for it leaned towards jobs, courses and the ombudsman. A broker's site won't get near the top for that search, and we won't spend your budget trying.
The searches with "broker" in them are winnable. "Insurance brokers near me" and town searches such as "insurance brokers paarl" or "insurance brokers george" bring up a map of local brokers. Those map results are "mainly based on relevance, distance, and popularity", according to Google Business Profile Help (checked October 2026). Distance you can't change. Google ties relevance to how well your Business Profile matches the search, and judges how well-known a business is partly by how many websites link to it and how many reviews it has.
Business owners search for the cover itself, such as fleet insurance, body corporate insurance or contractors' all risk. We write a page for each commercial line you place, in the words a business owner uses.
What we do for brokers
Google Business Profile and reviews
A profile for each office, with the lines you place listed as services, and a routine for asking every client for a Google review at renewal and when a claim closes, whatever the outcome. Google's Maps content policy doesn't let a business selectively ask for positive reviews (checked October 2026).
A page for each line of cover
Car, home and buildings, business, fleet, body corporate: one page each, saying what the cover is, who it suits and what you need for a quote. Where a page describes a specific product, its key limitations, exclusions, risks and charges sit beside the benefits, as section 14(3)(e) requires.
Copy written for section 14
Ratings and awards carry their source and date. Nothing is called free if the client pays for it another way, and nothing invents urgency to rush a decision. Each draft reaches your key person ready for approval.
Approval records
We keep a dated copy of every advert we publish for you, with who approved it, and hand the full set over whenever you ask. Section 14(7) says providers must keep records of all advertisements for at least five years after publication.
Social media
Facebook and LinkedIn posts that explain cover in plain language, such as what a buildings policy pays for when a geyser bursts. They go through the same approval route as any other advert.
Section 14 of the FAIS General Code
Section 14 of the General Code of Conduct for Authorised Financial Services Providers and Representatives covers advertising. Section 14(1)(b) applies it whatever medium the advert is published in, and section 14(1)(a) counts the general public as clients. These are the parts that change how we write:
- 14(2)(a): a provider, other than a natural person or a representative, must have documented processes for adverts to be approved by a key person, or by a senior person the key person has delegated to. A sole proprietor isn't bound by this paragraph.
- 14(3)(b): an advert that refers to statistics, performance data, achievements or awards must disclose "the source and the date thereof", and name whoever granted an award.
- 14(3)(d): descriptions must not "give benefits or returns undue prominence compared with risks", or exaggerate them.
- 14(3)(n) and 14(3)(p): an advert must not exaggerate urgency to hurry a decision, or call a service free when the client pays for it some other way.
- 14(7): providers must keep adequate records of all advertisements for at least five years after publication.
- 14(12): testimonials must be the genuine opinion and actual experience of the person giving them, and properly attributed.
That's our summary of the code. Your compliance officer has the final word on anything we draft.
A report split by line of cover
A fleet enquiry and a car enquiry aren't worth the same to you, so they never share a line.
Enquiries by line of cover
Calls, forms and WhatsApps for car, home, business and commercial cover, by source: Maps, organic search, ads and AI referrals.
Quotes and policies placed
From your own records, how many enquiries became quotes and how many quotes became policies.
Cost per enquiry
Ad spend and our fee divided by enquiries, for each channel and each line of cover.
Map positions
Where your profile appears in the map results for "insurance brokers" in each town you serve.
Our prices are on the site
Seven of the twelve South African agencies that rank most often on Google don't publish a pricing page. We'd rather you knew before we speak.
12 agencies checked across 19 searches, September 2026.
We're not registered for VAT, so no VAT is added to our prices. Contracts run for three months minimum, then month to month.
Where to start
You can start with one of these and add another once the first is paying its way.
Rankings on Google and Google Maps for the searches your customers type. Technical fixes, service pages that answer the question, and links from sites people in your industry read.
SEO in Cape TownFrom R7,500 a month
SEO pricingFast sites built to turn a visit into a call or a form. The domain, the site and the logins are in your name.
Web design in Cape TownFrom R14,500
Website pricingPosts and a small ad budget on up to two of Facebook, Instagram, LinkedIn and TikTok, measured on the leads and sales they bring in.
How the first quarter runs
Step Month 1: Agreeing the approval route
We agree the approval route with your key person or compliance officer, so every draft after this follows it. Call tracking and form and WhatsApp logging go in the same month, with last month's enquiries as the baseline.
Step Month 2: Profile, pages and reviews
We rebuild your Business Profile and write pages for the lines you most want to grow. Review requests start going out to every client at renewal and when a claim closes.
Step Month 3: Social posts through the approval route
If social media is in the plan, the first posts go out through the approval route agreed in month 1, like any other advert. When the third report arrives, enquiries for each line of cover sit beside the month 1 baseline.
Common questions from brokers
Yes, unless your FSP is a natural person trading as a sole proprietor. Section 14(2)(a) of the General Code requires every other provider, representatives aside, to have documented processes for approval by a key person, or by a person of appropriate seniority they've delegated to. The rest of section 14 applies to sole proprietors too.
Yes, with its source and the date, because section 14(3)(b) asks for both whenever an advert refers to statistics or achievements. We write it with the rating, the number of reviews and the date we checked.
The insurers' own sites hold those results. A broker's budget goes further on "insurance brokers" and "insurance brokers near me", where Google shows local brokers on a map, and on searches for commercial cover.
Yes. Section 14 applies whatever the medium, so posts go through the same approval route as any other advert. We write them around the questions clients ask you on the phone, in plain language.
SEO starts from R7,500 a month, social media from R6,500 a month and websites from R14,500. We're not registered for VAT, so no VAT is added to our prices.
See where you appear for "insurance brokers" in your town
Your website is all we need. Within 3 working days you'll have a written audit of how you show up on Google and Maps, with a quick AI check of 5 prompts in ChatGPT, Google AI Overviews and Gemini, and the five fixes we'd make first.