Market Like an AI Pro, Even if You’re Not One
December 18, 2025
Categories:
AI
Artificial intelligence (AI) is transforming how insurance agencies are found, trusted and chosen by consumers. But here’s the truth most agency owners need to hear first: You don’t have to go all in to win with AI.
You don’t need expensive software, machine learning teams or custom integrations. The real starting point is much simpler and it’s already in your hands: your agency’s content.
If you have explainer videos, FAQs, blog posts or digital tools, such as online certificate of insurance (COI) links, you already have what AI tools like Google Gemini and ChatGPT rely on to understand and recommend you.
Today’s AI platforms aren’t just search engines. They read, reason and summarize. They act like a digital concierge, pulling together answers from the content that’s easiest to understand and most relevant to the searcher’s intent.
That means your content quality and structure matter more than ever. Before AI, Google matched your keywords to search terms utilizing search engine optimization (SEO). Now, AI evaluates whether your site clearly explains a service, tool or customer problem.
If a prospect asks, “How do I get a COI without calling my agent?” Gemini or ChatGPT may return a direct answer from a site—but only if that site explains the process in plain language, with structure and branding.
AI search is already reshaping visibility. Google is rapidly rolling out Gemini-powered results. That means long-tail questions like “How to file an insurance claim online” or “Best way to get proof of insurance instantly” won’t just lead to blue links—they’ll trigger AI answers.
If your content isn’t structured, you won’t be included. If it is, you may be the only agency that shows up.
To determine whether your content is ready to be indexed by AI, ask yourself:
- Do I have any content—pages, videos, blogs—that explain my services clearly?
- Are my digital tools named and visible, not buried in a page called “Client Center”?
- Do I use headers and visuals that describe what the page is about?
- Are my images and videos labeled with my agency name or service focus?
If so, you’re already closer than most. If not, here are three ways to make your website AI-ready:
These updates don’t require a developer. A virtual assistant, marketing team member or web editor can usually handle everything below in website platforms like WordPress or Wix.
1) Rename generic tools with real-world labels.
AI can’t interpret “Client Portal” or “Resources,” but it can understand “Request a Certificate of Insurance in Seconds.”
Keep your main Client Service button at the top of the website, but in the pages, rename “Client Center” buttons or navigational items to match the service: COI, ID Cards, Claims. Add 1–2 sentences explaining what the tool does and who it’s for.
2) Add real-world scenarios AI can index.
AI models love examples, especially those using job roles and problems solved. For instance, “A property manager who needs proof of insurance at 10 p.m. can log in and request a COI from our mobile app—no phone tag, no delays.”
Add a short use case to your COI, ID card or claim tool page. Use typical client roles, such as contractor, landlord, driver or business owner.
3) Structure for humans and AI.
Use short paragraphs, headers, bullet points and labeled visuals to make your content scannable by both humans and AI. Reformat pages using different levels of headers, such as Heading 2 or Heading 3, and bullet points. And label images and video embeds with descriptive alt text.
These updates don’t require a developer. A virtual assistant, marketing team member or web editor can usually handle everything below in website platforms like WordPress or Wix. However, to go above and beyond, ask your website manager to add schema markup to help AI better categorize your content. Then, use Google’s Rich Results Test to check how you’re doing.
