The question
The prospect comes to a service or problem page with something specific to investigate.
Every broker site ends in the same three things.
The pages in front of them yell about how good PEO is, how good benefits are, how good the broker is. Then a business owner with a real question and a real deadline reaches the end and is asked to fill in a form and wait.
Whoever answers the question first gets the call. It will not be the site that asked him to wait.
A contact formAnswers nothing. Costs the visitor his afternoon.
A calendar linkAsks for a commitment before he knows there is anything to talk about.
A phone numberPuts the whole burden of starting on the person you want to sell to.
Make more of the traffic and attention you already have.
An established broker may already have indexed pages, direct visitors, referrals, renewal conversations, outbound activity, and prospects researching specific problems.
A BrokerSite gives those visitors deliberate paths into the questions they are already trying to answer.
Service or problem page
Diagnostic
Finding
Broker conversation
Give existing attention a useful next step.
A BrokerSite can currently use Comp Check and PreQualify. Benefits Check, ALE Check, and PEO Renewal Check remain broader product areas and are added only after product approval. See what comes next.
A business owner arrives with a specific question. The page gives enough context to understand the issue, the diagnostic lets them test their situation, and the finding gives them a reason to continue. The resulting opportunity returns to you with the account context and diagnostic finding.
The finding
The diagnostic evaluates the answers and gives the prospect a useful finding before the broker conversation.
The next step
The broker receives the opportunity, account details, answers, and context for the next professional conversation.
It is not a periodical.
A BrokerSite is not a destination for learning what a PEO is. Blogging, posting and the rest of it existed to buy traffic, and there are better ways to buy attention now.
So the site is released from pretending to be a publication, and it can do the thing a brochure never did. It routes. It asks the questions an experienced broker would ask. It gives the prospect a real answer while they are still on the page. Then it hands you the account, the answers and the finding, and gets out of the way.
Built, launched, and managed for you.
The content, diagnostic path, account capture, analytics, updates, and technical maintenance remain one managed system under PEO Tools.
The website stays aligned with your services as the business changes. You stay focused on the broker relationship.
Broker-owned presentationYour brand, services, calls to action, and prospect paths.
Managed deliveryThe build, deployment, maintenance, and updates stay with PEO Tools.
Speed
Conversion sites at the speed of instant.
A business owner with a renewal in three weeks will not wait for a page to paint. If yours makes them wait, they are gone before the diagnostic asks its first question.
PageSpeed Insights
PageSpeed Insights 100 Performance
100 Accessibility
100 Best practices
100 SEO
3/3 Agentic Browsing
Those are Google’s numbers, not a claim. The last one is whether an AI browsing agent can read the page and act on it, which matters now that some of your prospects send one ahead of themselves.
Run the same test on your own site. It takes about thirty seconds, and the result is the honest answer to whether speed is costing you calls.
Google PageSpeed Insights, peotools.com, desktop, 4 September 2026.
Open the report on Google →What the machines say about you
Your firm is being graded by AI assistants, not ranked by Google.
When an employer asks an assistant for a broker, it reads everything published about you and names two or three firms. It is grading you on signals most broker sites never send.
What it grades
- A named personExpertise the machine can attach to a face and a record.
- Documented workReal accounts and real outcomes. Adjectives do not count.
- One consistent storyEvery page saying the same thing about who you are.
- Pages a machine can readChecked and scored, not assumed.
A BrokerSite is built to these rules from the first page, and kept to them as your business changes. Most competing broker sites are not built to them at all.
Ask an assistant to describe your firm today. That is what a prospect hears while you are on another call.
Live BrokerSite
Open it and run it.
Reyes Risk Partners is a working BrokerSite. Pick the problem an employer would arrive with, run the Comp Check, and read the finding a broker receives at the end of it.
It runs workers’ comp because that is the diagnostic that is live. The build is not a workers’ comp site. It is made to carry the diagnostics you sell.
The screen that does the work
They get a real answer before you have spoken to them.
Every route ends on this screen, built from the figures they entered a minute earlier. It is specific enough to be worth reading, and straight about the one number it holds back.
- The finding, in one sentence.Their payroll and their comp cost, compared with last year, said in plain words. No score, no grade, no rating jargon.
- Their rate, not a market average.Ten dollars per hundred of payroll, worked out from the figures they just typed, next to the $8.80 it was last year.
- One figure held back.What the experience mod adds stays masked. That is what makes verifying worth doing, and the screen says so rather than hiding the ask.
- A phone number, not a form.No password and no email. A code goes to their mobile, then the report link. After they verify, their answers, the finding and their contact details reach you.
The pages around it.
The diagnostic is the reason to build the site. These are the pages that make a stranger willing to run it.
Insiders built this, not a web shop.
The questions are the product, and only someone who has sold into this market knows to ask them in that order. The speed, the conversion craft and the design sit underneath that. They are table stakes, not the pitch.
PEO Tools applies fifteen years of building conversion systems around high-value financial decisions to the broker marketplace.
A financial trading business grew from roughly $43,000 per month to approximately $1 billion per month in transactional value.
BrokerSites use the same discipline around relevance, useful action, information capture, and the next financial conversation.
The obvious question
You already have a website. Why pay for another one?
You should not, if yours is doing its job. Count what it produced last quarter: phone calls, numbers left, forms submitted, checks run. If that is at least five of every hundred qualified visitors, keep the site you have.
If it is well under that, the site is a brochure. Your referrals and outreach are still doing the work, and the site is where they go to stall.
You can build a brochure yourself.
The part you cannot build alone is the diagnostic that gives an owner a real answer while they are still on the page.
Fit is reviewed before implementation. If your site is already converting, we will say so.
Pricing
BrokerSite
Website build, branding, hosting, analytics, branded documents, maintenance, updates, and PreQualify Starter are included.
See full pricing →Current BrokerSite pricing
$2,900 to build
$349 a month
See how a BrokerSite works around the diagnostic experience.
The demo shows the website path, the diagnostic experience, and what comes back to the broker.