Informational article
What information to prepare when filing a property claim?
In preparation
Link Building for Insurance
We build two distinct content paths: one for the pre-contract stage and one for post-claim support. Every piece is assigned to a distributor role, a specific product, current documentation, and the correct landing page.
72
portals across 2 contexts
2
customer journey stages
12 mo.
indexation monitoring
Insurance, Finance & Law
Insurance portal
ProductStageDocument
Publication topic
How to check exclusions before taking out business insurance?
Verified contentinsurer.com/business-insurance
Portal database
46 insurance portals and 26 legal portals
We use financial and insurance portals for products, customer needs, and service content. Legal context is added for obligations, liability, and complaints. Domain category alone is not enough — we assess topic fit, target audience, and editorial profile.
46
finance & insurance sites
26
law & tax sites
2
customer paths
12 mo.
indexation monitoring
Portal selection criteria
- 01
Entity role and authorisation
We record whether the publisher is a carrier, agent, multi-agent, or broker; whose interests they represent; and what scope can be verified through the relevant regulatory register.
- 02
Product, variant, and source document
Every coverage claim references a specific product and the current policy terms, IPID, or other document accepted by the client.
- 03
Customer journey stage
Pre-contract content points to the product page and the needs process; post-claim material points to the submission form, decision, or complaints channel.
- 04
Audience and risk type
Private individuals, micro-businesses, and enterprise risk teams need different examples, input data, and terminology.
- 05
Portal context and currency
After editorial qualification, we assess domain profile, traffic, cost, and publisher requirements. For content with frequently changing procedures, we confirm who owns the update process.
We never select portals based on a single metric alone.
Collaboration paths
Are you building visibility for customers choosing a policy, or for policyholders managing a claim?
The first path explains the product and helps prospects gather the information needed for the distribution process. The second guides policyholders through post-claim actions. In both cases, the scope of cover comes from the specific product's documentation, not a generic category description.
Path 01
Before signing an insurance policy
- Who it's for
- An individual or business identifying their own risks, gathering information for the distributor, and seeking to understand the key elements of the proposed product.
- What you gain
- Which events and assets to describe, what sum insured and exclusions mean, what obligations the policyholder carries, where to find the full terms and conditions, and how the needs-and-demands assessment works.
- Link destination
- A specific product page or contact process page, paired with the current product information document, policy terms and conditions, variant scope, distributor details, and a clear statement of the distributor's role.
- Materials
- Product name and version, target market, policy terms and conditions, IPID or equivalent document, scope and exclusions, needs-and-demands form, distributor role, contact procedure, and the designated approver.
- Editorial boundary
- The piece educates readers before the process but does not present a single product as the right choice for every reader. It does not replace the data-gathering step, the needs assessment, or the documents that must be provided before a policy is issued.
Sample topics
- What business asset information should you prepare before a commercial insurance conversation?
- Where to check exclusions and policyholder obligations in a property insurance policy
- How does the sum insured differ from the maximum possible loss amount?
Path 02
After a loss event, a decision, or a denial
- Who it's for
- A policyholder, a beneficiary, or a business that needs to report an event, submit additional information, understand a decision, or file a complaint.
- What you gain
- Where and how to report an event, what information to retain, how to track the case, what to look for in a decision letter, where the complaints procedure is, and what the available next steps are.
- Link destination
- A help centre, a claims submission form, a case portal, a document checklist, a complaints procedure page, or contact details for the relevant team — not a generic sales page.
- Materials
- Reporting channels and forms, data requirements by event type, deficiency notices, claims-handling workflow, sample decision letters, current complaints procedure, and the boundaries of what an agent or broker can assist with.
- Editorial boundary
- The piece does not assess the insurer's liability or promise a payout. It distinguishes between reporting a claim, lodging an appeal, filing a complaint, and further escalation routes, and cites timelines only with their source and the correct scope of applicability.
Sample topics
- What information to prepare when submitting a property damage claim
- What to check after receiving a decision from your insurer
- How to tell the difference between a claim supplement request and a formal complaint
Packages
How many links do you need?
Scale follows the number of products, customer segments, live landing pages, and documents to maintain. We do not produce the same guide repeatedly by swapping a policy name or a city.
Single product and stage
10publications
The first series for a specific customer segment, product, and set of live landing pages.
- Entity and document role card
- One consistent user journey
- Report and indexation monitoring
Lower unit cost
Pricing after portal selection
Pre-contract and post-claim
20publications
Two separate paths: product education before signing and claims, decisions, and complaints support after.
- Separate queries and calls to action
- Insurance and legal portals combined
- Document version register
Lower unit cost
Pricing after portal selection
Product portfolio
30publications
A plan covering multiple products, customer segments, or markets, with source control and topic cannibalisation checks.
- Product, risk, and audience matrix
- Priorities based on page readiness
- Content review calendar
Lower unit cost
Pricing after portal selection
How it works
How we work together
- 1
Send your brief
Tell us about the site, niche, target market and campaign goal. We'll use that to scope the work.
- 2
Site selection & pricing
We match sites to your topic, audience and budget, then send a proposal for your approval.
- 3
Content & approval
You can supply a ready article or ask us to write one — either way you sign it off before we publish.
- 4
Publication & monitoring
Once approved, we publish and start monitoring indexation.
What's included
What you receive after each publication
Before editorial work begins, we agree on the brand's role and the source of every product claim. After publication, we provide a report and monitor indexation.
Entity and distributor role card
We record the brand's status, the party it represents, the product scope, registration details, any remuneration disclosures required, and the designated approvers for product communications.Product, document, and version register
Each product is linked to its current policy terms, product information document, landing page, variant, target market, and next review date. No article becomes an alternative version of the policy wording.Pre-contract and post-claim query map
We separate intents, landing pages, and calls to action. An exclusions article does not link to a claims form, and a complaints guide does not link to a premium calculator.Content, approval, and indexation monitoring
We produce the article or work from the client's draft. Sources, roles, product scope, and content labelling are all approved before publication. After publishing, we monitor indexation for 12 months.
See if we're the right fit
Send a brief for one client — we'll come back with a portal proposal, role breakdown, and a rough timeline.
Important for this industry
What we do not link without a confirmed entity role, customer stage, and current product document
- We do not place links without a confirmed entity role — carriers, agents, multi-agents, and brokers each have different landing pages and disclosure obligations that follow from their distribution model.
- We do not select a financial portal without defining the customer stage — pre-contract educational content and post-claim guidance lead to different destination pages.
- We do not link to a product page without current policy terms or a product information document as the source for every coverage and exclusion claim.
- We do not proceed with a placement without the content being labelled as marketing material and without confirmation of who on the client side approves product communications.
Jak pracujemy
Customer stage and distributor role determine the portal — not the insurance category alone
46 financial and insurance portals and 26 legal ones — entity role and customer stage determine selection
Carriers, agents, and brokers are matched to different portals and landing pages. Pre-contract content links to product pages; post-claim material links to the claims service centre. A single portal does not serve both stages simultaneously.
The landing page must match the customer stage — product page before signing, service page after a claim
Before selecting a portal, we confirm the destination: a product page with current policy terms and a contact process, or a claims centre with a submission form. A link pointing to a page that does not match the stage is not approved for placement.
A financial portal and a legal portal lead to different pages — the product and its obligations define the category
Insurance products are linked from financial and insurance portals. Complaints and regulatory-obligation content is directed to legal portals. The portal category must align with the topic and the target landing page.
Entity role (carrier / agent / broker) determines the linking path, not just the tone of communication
A carrier links to a product page; an agent links to the distributor's page; a broker links to a page that reflects the client's mandate. We confirm the role and the approving contact before any placement goes live.
Insurance carriersAgents and multi-agentsInsurance brokersClaims handling
FAQ
Frequently Asked Questions
Answers covering distributor roles, needs-and-demands assessments, product documents, claims, complaints, and how placements are executed.
We work with insurance carriers, agents, multi-agents, and brokers. Before starting, we confirm the entity's role, the scope of its products, and the party it represents — because these factors shape both the messaging and the applicable disclosure requirements.
We do not replace the distribution process or a needs-and-demands assessment. A piece can objectively explain the elements of a specific product and prepare a reader for a conversation with their distributor, but it does not select a policy for an anonymous reader.
We work exclusively from current materials provided and approved by the client: policy terms and conditions, product information documents, product summary sheets, operational procedures, and product pages. We record the product name and the version of the source document.
They serve different intents and trigger different actions. Before signing, the reader is assessing risk and documentation, then moving into the distribution process. After a loss event, they need a reporting channel, case information, a decision letter, or a complaints route.
Yes, provided the client supplies the current reporting channels, submission forms, required data lists, and the procedure for the relevant type of event. The piece will not determine the insurer's liability or promise a payout.
We first confirm who is filing the complaint and to which entity. As a general principle, regulations require a response without undue delay and no later than 30 days, or — in particularly complex cases — an explanation of the reason and a deadline not exceeding 60 days. The final wording is always approved by the client.
They should not. An agent carries out agency activity under a contract with an insurance carrier, while a broker acts under a mandate from the client. Content must reflect the actual role, the scope of assistance provided, and the entity's registration status.
Every topic is assigned a distinct risk, audience, customer stage, source document, and landing page. We do not create a series of articles by swapping a policy name when the underlying answer and the customer process remain identical.
The designated content owner on the client side flags the change for review. Our indexation monitoring confirms that published pieces remain in search results, but it does not automatically detect every product or process update.
No. Clearly defined roles, sources, products, and customer stages can make it easier for search engines and AI systems to understand the content, but they do not guarantee rankings, citations, policy sales, or claims decisions.
Last updated: July 2026
Next step
Do you have a product, documentation, and the right landing page?
Share your entity role, customer segments, products, current policy terms or product information documents, and your post-claim process. We will prepare two separate topic and portal maps.
72portals across 2 contexts
2customer journey stages
12 mo.indexation monitoring
See also