It strengthens your SEO
Backlinks from authoritative publications are one of the strongest ranking signals. They help your site compete for competitive insurance keywords that content alone can't win.
Service for insurance brands
Digital PR for Insurance
Press coverage and authoritative backlinks that help insurance companies build trust, rank higher and get more from their digital marketing.
Nobody wakes up excited to buy insurance.
They buy it when they have to, and they buy from a brand they trust. The trouble is, the insurance market is packed with big names, comparison sites and huge ad budgets all fighting for the same customers.
So how does an insurance brand stand out?
By becoming the expert people see quoted in the press. I'm Adam Docherty, a freelance digital PR consultant with hands-on experience in the insurance industry. I run digital PR campaigns that earn coverage, backlinks and credibility for insurance brands.
5+ Years
Experience
UK
Based
Insurance
Sector experience
The problem
Why Insurance Brands Struggle to Stand Out Online
Insurance is one of the hardest spaces in digital marketing.
The biggest insurance companies and comparison sites spend fortunes on ads. They also own most of page one for every valuable keyword, from car and home cover to pet and life insurance.
And because insurance affects people's money and security, search engines are extra cautious about which brands they rank. They want strong signs that a site is trustworthy before it shows up for those searches.
You can have great insurance products and a solid SEO setup, and still struggle to break through.
That's the gap digital PR fills. When journalists quote your experts in respected publications, you earn the backlinks and brand mentions that help build trust with customers and search engines alike.
Trade press
The bigger picture
Where Digital PR Fits in Your Insurance Digital Marketing Strategy
Most insurance marketing strategy looks similar: paid search, SEO, comparison site listings, email marketing and some activity on social media platforms.
- Paid search
- SEO
- Comparison site listings
- Email marketing
- Social media
All of those have their place. But most of them rely on you talking about yourself.
Digital PR is different. It gets other people, namely journalists and trusted publications, talking about you. That's what makes it one of the most effective digital marketing tools for a sector where trust decides everything.
It builds trust before the quote
A customer who has seen your brand quoted in a national newspaper is more likely to pick you over a name they don't recognise.
It gives your other channels something to say
Press coverage makes great material for your email marketing, social posts and website. An "As featured in" strip is a simple trust signal on any quote page.
It feeds AI search
More people now ask AI tools questions like "Do I need pet insurance?" Those tools often draw on trusted publications, so coverage there gives your brand a better chance of being mentioned, though no one can guarantee AI mentions.
To be clear: I don't run your email marketing or social media. I focus on digital PR, and I'm happy to work alongside the team or agency handling the rest of your digital marketing strategies.
National
Strategies
Insurance PR Strategies I Use
Journalists cover insurance all year round, from rising premiums to what is and isn't covered. Here's how I get your brand into those stories.
Expert commentary
Your team understands cover, claims and risk better than anyone. I turn that knowledge into clear, helpful comment for journalists, such as what to check in a policy, common claim mistakes or how to save on premiums.
Seasonal risk stories
Insurance has a natural calendar. Winter driving, storm season, summer holidays, Bonfire Night and festive break-ins all create stories journalists want an insurance expert for. I plan pitches ahead of each one.
Reactive PR
When premiums rise, rules change or extreme weather hits, journalists need fast expert reaction. I get your comments to them while the story is still live.
Explaining insurance products
Many people don't fully understand what they're buying. Commentary that explains insurance products in plain English is useful to readers and positions your brand as helpful, not salesy.
The insurance calendarWinter drivingStorm seasonSummer holidaysBonfire NightFestive break-ins
Regional
How it works
My Insurance PR Process
Insurance is regulated, so what your brand says in the press matters. I've worked within insurance compliance processes before, and I build sign-off into every campaign.
Your sign-off, built in
- 1I draft the comment
- 2Your team reviews and approves
- 3Only then is it pitched
Your team makes the call on compliance and regulatory approval. I don't provide legal, regulatory or financial advice, and commentary is written to be factual and balanced.
01. Strategy
I learn about your brand, your customers and your approval process. I also look at which keyword targets and pages need the most support in search.
02. Commentary and story creation
I draft expert commentary that's factual, balanced and genuinely helpful. It's information, not advice, and nothing goes to a journalist until your team has approved it.
03. Journalist outreach
Approved comments are pitched individually to journalists at national, consumer, personal finance and trade publications.
04. Reporting
You'll get a clear breakdown of every campaign. I split results into high tier coverage, which counts towards your guaranteed links, and other coverage, such as syndicated stories. I'll also track backlinks, ranking movement and referral traffic.
Further excerpt
Consultant vs agency
Why Work With a Consultant, Not an Agency?
With an agency, the person who wins your business is rarely the one doing the work.
With me, it is. I write and pitch every comment myself, so the person who understands your products and compliance needs is the one talking to journalists.
Pricing
Digital PR Packages for Insurance Brands
Simple, link-based pricing. Every package is run by me personally.
5+ Links
£2,200
Best for: Smaller and growing insurance brands
Enquire now15+ Links
£6,600
Best for: Established insurers and brokers
Enquire now25+ Links
£9,500
Best for: Highly competitive insurance markets
Enquire nowEvery package includes:
- Relevant earned editorial backlinks
- Bespoke outreach strategy
- Journalist-led story creation
- A guaranteed minimum number of links
Links are earned editorially, not bought as paid placements. I guarantee the minimum number of links in your package (5, 15 or 25), but not coverage in any specific publication or mentions in AI tools.
Ready to Build Trust in Your Insurance Brand?
Let's talk about the stories your experts can tell, and how digital PR can earn the coverage and links your brand needs.
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