The library · Insurance brokers · Articles and pages

Write a service page

Buyers compare several brokers and a comparison site in one sitting. They look for whether the broker knows their trade, which insurers it uses and whether a person will help at claim time.

The prompt
I work in marketing at an insurance broker. Help me write a web page for one of our services.

Context: Buyers compare several brokers and a comparison site in one sitting. They look for whether the broker knows their trade, which insurers it uses and whether a person will help at claim time.

Before you start, ask me for anything missing from this list:
- The service and who it is for
- What happens, step by step
- How we charge
- What we cannot promise

Then:
1. Open with who this is for and the problem it solves.
2. Explain what happens in order, in plain words.
3. Explain cost or how pricing works.
4. Answer the five questions people ask before getting in touch.

Give me:
- A headline and a one-line summary
- The page, 400 to 600 words, with question headings
- One call to action

Rules:
- Use only the facts I give you. Where something is missing, write [detail needed]. Never invent a number, a name, a quote or a source.
- Give general information about insurance only. Never say that a particular person or business is covered, never suggest a claim will be paid, and never call a price the cheapest or the best.
- Write in plain English, in our voice if I have given you a sample.
- Do not tell me what the rules or regulations say. If something may be restricted, flag it and I will check.

Finish with a list headed "Check before this goes out". Include these, plus anything else our compliance officer or whoever approves financial promotions should see:
- Whether the page says we advise or only arrange, as our permissions allow
- Insurer panel or whole of market wording, against our real placements
- Cover features listed, against the current policy wording

Paste it into Claude, ChatGPT, Gemini or Copilot. It will ask you for what it needs.

Check before this goes out

  • Whether the page says we advise or only arrange, as our permissions allow
  • Insurer panel or whole of market wording, against our real placements
  • Cover features listed, against the current policy wording

The prompt gives you a first draft. Someone qualified still approves anything a client will read.

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