A small business owner is confused. Do they need public liability, employers' liability, professional indemnity or all three? They visit a broker's website hoping to understand. The website lists products but explains none of them. The owner goes to a comparison site, which does not explain them either, and buys something they are not sure about.
Visitors want to understand cover before they speak to a broker. Here are the common myths about explaining cover online.
Myth 1: explaining cover is giving advice
Explaining what a type of cover generally does, such as "public liability insurance covers claims from members of the public for injury or damage", is information. Advice is recommending cover for a specific person's circumstances. Brokers can publish the first; the second must come from a broker.
Myth 2: it is safer not to explain anything
Saying nothing leaves visitors confused and more likely to buy the wrong thing elsewhere. Clear, general explanations help visitors understand their options and ask better questions.
Myth 3: visitors will self-select the wrong cover
Explanations should always end with an invitation to speak to a broker, and make clear that the right cover depends on circumstances. That protects visitors and the broker.
Myth 4: explanations must be long and technical
Short, plain explanations work better. A paragraph on what each cover type is for, who typically considers it and what it does not cover is enough. Programmes and services are easier to understand when explained simply, a point made in how coaches explain programmes and prices online.
Myth 5: an assistant should avoid cover questions entirely
An assistant can share the broker's published explanations. What it must not do is recommend cover, say whether someone is covered or comment on their circumstances.
Visitor: What's the difference between public liability and employers' liability? Assistant: The business insurance page explains that public liability covers claims from members of the public, while employers' liability covers claims from employees. Which cover you need depends on your business, so a broker can go through it with you. Would you like me to pass your details on?
Visitor: Am I covered if my van is stolen? Assistant: That depends on your policy, so it's something a broker would need to check. If you share your name and policy details, the team can get back to you.
What to publish
For each type of cover you arrange, a short page: what it is, who typically considers it, what it generally covers and does not cover, and how to talk to a broker. Keep it general and review it regularly.
Renewals and quotes
Cover explanations help at renewal and at quote stage too. Renewal questions are covered in the renewal questions every insurance broker hears, and quotes in quote requests that go cold before a broker replies. Visitors also ask whether a broker covers their area or sector, covered generally in answering service area questions.
Answering at any hour
SpideyChat for insurance agencies shares your published cover explanations at any hour and captures visitors' details for a broker. It does not give advice.
Setting up the cover pages
Write short cover explanations, train the assistant on them and test it with the questions visitors ask. The guides to installing the widget and training your bot explain the steps.