What we are building
One page, its own URL, six short sections, that answers a driver's insurance questions well enough that they stop hesitating and send the photograph. Build it in this order.
1. Write the six answers before you design anything
Sit down with the questions you are asked on the phone and write the honest answer to each.
- Is glass treated differently from a normal claim on most policies?
- What does the excess mean for me in practice?
- Can I choose my own fitter?
- Do you deal with the insurer, or do I?
- Which insurers do you work with?
- What do you need from me to start?
If you cannot answer one of those in three sentences, that is the one costing you jobs.
2. Lead with the arithmetic, not the process
The first section should be the thing the driver actually needs: how to work out whether claiming is worth it. A short worked example does it.
"If your glass excess is one hundred and the replacement is four hundred, claiming saves you three hundred. If your excess is one hundred and fifty and the job is one hundred and eighty, paying us directly is simpler and keeps the claim off your record."
Shops worry that this loses insurance work. It does, occasionally, and it buys trust that converts everything else.
3. Attribute every general statement to the policy
The safe pattern is: describe what is usual, then say the policy decides.
"Most policies treat windscreen damage separately from an at-fault claim, and many do not affect your no-claims discount for glass. Your policy wording is what decides it, and we will tell you where to look."
Never state a specific excess, a specific no-claims outcome, or an approval you do not hold. That is the whole of the compliance risk on this page.
4. Answer the choice-of-fitter question directly
Drivers assume they must use whoever the insurer names. In most markets they have more freedom than that. State your position accurately for the country you work in, in one paragraph, and say what to tell the insurer when they push a nominated supplier.
5. List the insurers as a scannable list
Not a paragraph. A list, alphabetical, that a driver can scan for their own name in two seconds. If you handle claims for insurers not on the list, add a line saying so, so the absence of a name is not a dead end.
Keep the wording factual: "we handle claims with", not "approved by", unless you genuinely hold that appointment.
6. End with one instruction
Every version of this page should finish the same way: send the registration and two photographs through the quote form, tell us your insurer, and we will tell you which route is cheaper for you.
One button. Straight to the quote form.
7. Structure it for skimming and for search
Question as a heading, answer in two or three sentences under it. No preamble. A driver reads two of the six sections and leaves, and that is a success.
Give the page a plain title matching how people search — windscreen replacement on insurance, glass claims explained — and mark the questions up as FAQ structured data so they can surface in search results.
8. Link it from the three places that matter
Beside the quote button on the home page. From the replacement service page. From the top of the ADAS page, because the two questions arrive together. Not from the footer alone.
9. Put a line about it in the quote reply
When the quote goes out, include one sentence: "If you are claiming, here is what we need" with the link. It removes the last round of email.
10. Review it twice a year
Insurer lists change, direct-billing arrangements change, and excess norms drift. Put a review date in the calendar and treat the page as a live document, not a launch asset.
Where this sits
Our auto glass websites include this page, structured for search and linked from the quote flow, at a fixed price. The wider trade version is on the automotive page. Written honestly, it is the page that turns a three-day silence into a booking.