The verdict in three sentences
A commercial insurance broker does not need mass traffic; it needs qualified SME enquiries that arrive with fleet size, exact trade and three years of claims history. With commission of 10 to 20 % of premium and premiums of 2,500 to 70,000 GBP per client, two fleet accounts won per quarter are enough to pay for a well-built site. At Kolonell, that site costs 800,000 to 3,500,000 FCFA (1,220 to 5,340 EUR) depending on the Starter, Growth or Premium tier, with FCA disclosures built in and delivery in 6 to 8 weeks.
One form per risk, not one contact form
A generic name, email and message form produces vague enquiries that account handlers must chase two or three times. A journey per risk collects rating data up front and lets you return a first indication within 48 h.
| Risk | Annual SME premium (2026 ballpark) | Broker commission | Data to collect in the form |
|---|---|---|---|
| Motor fleet (10 to 50 vehicles) | 7,000 to 50,000 GBP | 10 to 15 % | Number and type of vehicles, 3-year claims experience, drivers |
| Professional indemnity and public liability | 1,200 to 12,000 GBP | 12 to 20 % | SIC code, turnover, headcount, subcontracting |
| Commercial combined | 1,800 to 20,000 GBP | 12 to 17 % | Floor area, contents value, trade, fire protection |
| Group life and income protection | 4,000 to 70,000 GBP | 5 to 12 % | Headcount, salary roll, current cover |
| Cyber | 1,200 to 10,000 GBP | 12 to 20 % | Turnover, backups, multi-factor authentication |
| Directors and officers, key person | 900 to 9,000 GBP | 10 to 15 % | Roles covered, latest accounts |
Each journey fits in 6 to 10 fields, with an upload for the claims experience. The enquiry lands tagged by risk in your broking system or inbox, with an instant acknowledgement stating the response time.
FCA requirements for a broker website
A broker website is a financial promotion and a pre-contract document. The FCA reviews them, and a missing disclosure can cost far more than the site.
| Disclosure | Basis | Where to show it |
|---|---|---|
| Authorised and regulated by the FCA, firm reference number | FCA Handbook, GEN 4 | Footer on every page |
| Fair, clear and not misleading promotions | ICOBS 2.2, financial promotion rules | All marketing copy |
| Complaints process and Financial Ombudsman Service | DISP | Dedicated page, one click away |
| Nature of remuneration (commission, fees) | ICOBS 4 | Terms of business and site |
| Registered office and company number | Companies Act | Footer and legal notice |
| Privacy notice and retention periods | UK GDPR | Dedicated page and forms |
| Consumer Duty outcomes for micro-businesses | PRIN 2A | Product pages and FAQs |
Avoid claims such as guaranteed savings of up to 40 %: any comparison must be fair and evidenced.
What Kolonell offers and at which tier
Starter, from 800,000 to 1,200,000 FCFA (1,220 to 1,830 EUR), covers a five-page site with compliant disclosures and an enriched contact form. Growth, from 1,200,000 to 2,000,000 FCFA (1,830 to 3,050 EUR), adds a blog, analytics and per-risk journeys. Premium, from 2,000,000 to 3,500,000 FCFA (3,050 to 5,340 EUR), adds advanced SEO, sector pages (construction, haulage, healthcare) and polished animations. A client portal with secure document upload or a connector to your broking platform is quoted separately. See our showcase websites page.
Mini case study
James, managing director of a 15-person commercial broker in London, gets 2 usable enquiries a month from his website. With per-risk journeys and haulage and construction sector pages, he targets 6 qualified enquiries a month.
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On 4 extra enquiries and a 25 % conversion rate, he wins 1 more client a month, 12 a year. With an average premium of 10,000 GBP and 14 % commission, each client brings 1,400 GBP a year, so 16,800 GBP of extra annual commission, renewed for as long as the policy stays on book. Against a Growth site of about 2,800 EUR and maintenance at 114 EUR a month (75,000 FCFA), the site pays for itself in the second month.
FAQ
Can we show indicative prices on the site?
Yes, as ranges clearly labelled as indicative, such as professional indemnity for consultants from 1,200 GBP a year. Final terms depend on the insurer and the risk.
How do we filter out personal lines enquiries?
A first field asking business, sole trader or individual, plus a mandatory company number, removes most of them. Off-target enquiries typically drop by 60 to 80 %.
Should the site store client documents?
Only if you open a client portal, quoted separately. Otherwise files go through an encrypted form and are deleted from the web server after transfer, within 30 days at most.
How long does local SEO take in London?
One page per sector and a complete Google Business Profile usually show first results in 3 to 6 months. A monthly SEO plan from 100,000 to 350,000 FCFA speeds things up.
What delivery time should we plan for?
Allow 6 to 8 weeks: 1 week to scope the journeys, 3 to 4 weeks of design and build, then 2 weeks of content and compliance review.
Let's scope your project. List the risks you want to grow and your target sectors, and we will scope the enquiry journeys, compliance disclosures and launch plan. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
