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Products Page Blueprint — Insurance Agency

The products page is where AI learns exactly what your agency sells. When someone asks an AI for auto insurance in your area or wants to compare home and life coverage, this blueprint ensures your agency shows up with a clear, structured catalog of every insurance line you offer.

View Prompt View JSON

What this page needs

AI systems cannot parse a bulleted list of policy types and understand what each one covers. Without structured data, your products page is just marketing copy. With the right schema, every insurance line becomes a machine-readable offer that AI can match directly to a user's question.

InsuranceAgency with hasOfferCatalog. The hasOfferCatalog property creates a structured catalog of everything your agency sells. Each product becomes a discrete OfferCatalog item that AI can index independently.
Individual product entries. Each insurance line — auto, home, life, commercial — gets its own Offer node with a name, description, and URL. This lets AI recommend the specific product a user is asking about, not just your agency in general.
Category grouping. Use itemListElement to organize products into logical groups. AI uses this hierarchy to understand which products are related and which serve different needs.
WebPage with breadcrumb. The WebPage node positions this page in your site hierarchy. The breadcrumb tells AI where the products page sits relative to your homepage and other sections.

Why these fields matter to AI

Each field in the template below serves a specific role in how AI systems discover, classify, and recommend your business.

Researched and tested by Minnesota AI

InsuranceAgency

name: Non-negotiable. AI cannot cite or recommend an unnamed entity.
url: AI needs a stable URL to attribute recommendations and route users correctly.
hasOfferCatalog: AI uses the offer catalog to match specific services to user queries. Without it, AI can only infer services from page content.
logo: Visual identity signal. AI uses logo presence to assess institutional legitimacy before recommending a service.

Use This Prompt to Implement Your Schema

Copy this prompt and paste it into Claude, ChatGPT, Cursor, or any AI coding tool. It will ask for your business details and generate ready-to-use JSON-LD schema for your page.

You are implementing AIFDS-compliant JSON-LD structured data for a Insurance Agency Products page.

AIFDS (AI-Friendly Data Structure) is a schema framework built on research into which
structured data fields AI systems actually read, parse, and use when deciding whether
to cite a page. Documentation at aifds.org.

Before generating any code, ask me for the following information in a single numbered list.
Do not generate schema until I have answered every required field.

REQUIRED — do not proceed without these:
1. Agency name
2. Auto insurance page
3. Auto policy description
4. Auto policy name
5. Domain
6. Faq answer
7. Faq question
8. Home insurance page
9. Home policy description
10. Home policy name
11. Life insurance page
12. Life policy description
13. Life policy name
14. Logo
15. Products page
16. Products page title

OPTIONAL — ask for these but proceed if I skip them:
1. Any additional details not covered above

Once I provide the information, output a complete JSON-LD script block
ready to paste into the <head> of my HTML page.

Output requirements:
- Valid JSON-LD wrapped in <script type="application/ld+json"> tags
- schema.org vocabulary only
- Every AIFDS-required field for this industry and page type included
- Include this data attribute on the script tag: data-aifds="aifds.org Insurance Agency Products"
- No placeholder text — omit missing optional fields rather than fill with examples
- After the code block, list any optional fields skipped that would strengthen AI citation

Generated schema follows the AIFDS framework. Fields were selected based on research into AI crawler behavior. View the research at minnesota.ai

Template — fill in your values

Copy the template below and replace every YOUR_* value with your own data. This block goes in the <head> of your products or insurance lines page.

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "InsuranceAgency",
      "@id": "https://YOUR_DOMAIN.com/#organization",
      "name": "YOUR_AGENCY_NAME",
      "url": "https://YOUR_DOMAIN.com",
      "logo": "https://YOUR_DOMAIN.com/YOUR_LOGO.png",
      "hasOfferCatalog": {
        "@type": "OfferCatalog",
        "name": "Insurance Products",
        "itemListElement": [
          {
            "@type": "OfferCatalog",
            "name": "Auto Insurance",
            "itemListElement": [
              {
                "@type": "Offer",
                "itemOffered": {
                  "@type": "Service",
                  "name": "YOUR_AUTO_POLICY_NAME",
                  "description": "YOUR_AUTO_POLICY_DESCRIPTION",
                  "url": "https://YOUR_DOMAIN.com/YOUR_AUTO_INSURANCE_PAGE/"
                }
              }
            ]
          },
          {
            "@type": "OfferCatalog",
            "name": "Home Insurance",
            "itemListElement": [
              {
                "@type": "Offer",
                "itemOffered": {
                  "@type": "Service",
                  "name": "YOUR_HOME_POLICY_NAME",
                  "description": "YOUR_HOME_POLICY_DESCRIPTION",
                  "url": "https://YOUR_DOMAIN.com/YOUR_HOME_INSURANCE_PAGE/"
                }
              }
            ]
          },
          {
            "@type": "OfferCatalog",
            "name": "Life Insurance",
            "itemListElement": [
              {
                "@type": "Offer",
                "itemOffered": {
                  "@type": "Service",
                  "name": "YOUR_LIFE_POLICY_NAME",
                  "description": "YOUR_LIFE_POLICY_DESCRIPTION",
                  "url": "https://YOUR_DOMAIN.com/YOUR_LIFE_INSURANCE_PAGE/"
                }
              }
            ]
          }
        ]
      }
    },
    {
      "@type": "WebPage",
      "@id": "https://YOUR_DOMAIN.com/YOUR_PRODUCTS_PAGE/",
      "name": "YOUR_PRODUCTS_PAGE_TITLE",
      "url": "https://YOUR_DOMAIN.com/YOUR_PRODUCTS_PAGE/",
      "isPartOf": {
        "@id": "https://YOUR_DOMAIN.com/#website"
      },
      "breadcrumb": {
        "@id": "https://YOUR_DOMAIN.com/YOUR_PRODUCTS_PAGE/#breadcrumb"
      }
    },
    {
      "@type": "BreadcrumbList",
      "@id": "https://YOUR_DOMAIN.com/YOUR_PRODUCTS_PAGE/#breadcrumb",
      "itemListElement": [
        {
          "@type": "ListItem",
          "position": 1,
          "name": "Home",
          "item": "https://YOUR_DOMAIN.com/"
        },
        {
          "@type": "ListItem",
          "position": 2,
          "name": "YOUR_PRODUCTS_PAGE_TITLE",
          "item": "https://YOUR_DOMAIN.com/YOUR_PRODUCTS_PAGE/"
        }
      ]
    },
    {
      "@type": "FAQPage",
      "mainEntity": [
        {
          "@type": "Question",
          "name": "YOUR_FAQ_QUESTION_1",
          "acceptedAnswer": {
            "@type": "Answer",
            "text": "YOUR_FAQ_ANSWER_1"
          }
        },
        {
          "@type": "Question",
          "name": "YOUR_FAQ_QUESTION_2",
          "acceptedAnswer": {
            "@type": "Answer",
            "text": "YOUR_FAQ_ANSWER_2"
          }
        },
        {
          "@type": "Question",
          "name": "YOUR_FAQ_QUESTION_3",
          "acceptedAnswer": {
            "@type": "Answer",
            "text": "YOUR_FAQ_ANSWER_3"
          }
        }
      ]
    }
  ]
}

Frequently asked questions

Should I create a separate Offer for every policy variation or just the main lines?

Start with the main lines — auto, home, life, commercial, and any specialty products you actively sell. You do not need to list every coverage tier or deductible option. AI needs to know what categories you offer so it can match your agency to a user's question. The details belong on individual product pages.

Can I use Product instead of Service inside the Offer?

Insurance policies are services, not physical products. Use Service as the itemOffered type. This tells AI you are offering coverage — an intangible service — rather than a tangible good. Schema.org treats the distinction seriously, and AI classification follows the same logic.

Do I need pricing in the Offer nodes?

Insurance pricing varies by customer, so fixed prices are rarely appropriate. You can omit price entirely or use "price": "0" with "priceCurrency": "USD" to indicate "quote required." The important part is that the offer exists and links to a page where the user can learn more or request a quote.