What text should insurers use on price comparison websites (aggregators)?

Insurers should use text on price comparison websites that names the product clearly, leads with the cover details buyers actually compare, and reads as plain English rather than policy wording.

The results row gets scanned, not read. A product name that signals its tier, the key cover figures, and the excess presented cleanly will beat jargon every time, because confusion at the table simply means the buyer moves to the next row.

Name tiers so a stranger understands the ladder at a glance, and keep the names aligned with your own website, so the buyer who clicks through recognises what they chose. Internal product codenames on a public results table are a silent conversion killer.

Then treat the text like ad copy, because that is what it is. Small wording changes in a PCW listing move click-through the way headline changes move ads, so test, measure by panel, and keep the winners.