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Signal Asakim

from opening a business to the monthly filing, insurance included

signal-asakim.orenmintz.workers.dev

An information site for small business owners in Israel: every obligation to the state, from the day the business opens to the monthly routine, and next to each stage the insurance that becomes relevant at exactly that point.

68 pages in preview, every number from a verified fact file

The challenge

Business insurance sites are usually a sales page with a "get quotes" form, and they are hard to trust. A small business owner is not searching for insurance. They are searching for when VAT is due, what the ceiling for an exempt dealer is, and what they need when they hire a first employee. Those figures change every year, so a site that gets them wrong loses the reader on the first visit.

What I did

Built the site around a "business path": six stages, from idea to growth. Each stage has two columns: what you owe the state, and which insurance becomes relevant at that moment. The call to action arrives as the next item on the list, not as an ad.
Set up a fact file that is the only source for any number on the site. 47 claims, each with approved wording, an official source and a check date, and every number is written with its year. What was checked and could not be verified went to a separate file and stays off the site, or is phrased as a pointer to where to check. Where sources contradicted each other, as with the threshold for detailed VAT reporting, the figure was left out.
Wrote the insurance pages without promises. Coverage is not a general fact, so every page says "usually" or "depends on the policy", and the part that converts is "what is usually not covered". The calls to action never say "cheapest" or "full coverage", and the form asks only for name, phone and type of business.
Built tools that bring the owner back: a "which insurance does my business need" questionnaire, a monthly obligations calendar with a calendar file, an exempt or licensed dealer checker, a checklist for a commercial lease, and questions to ask before renewing a policy.
Built a slot for a licensed insurance agency's stamp: name, license number and a line of responsibility, switched on from one place in the code. Until there is an agreement, the slot is hidden and no name appears.

The decision that made the difference

Bureaucracy drives the traffic, not insurance. I decided the site is built first on the questions an owner asks many times a year, VAT, advance tax payments, national insurance, and reaches insurance only through them. The reason: someone who comes to check a filing date and finds a gap in their coverage gets the strongest prompt there is, an accurate fact. A sales page never gets to that moment.

What AI did, and what stayed with me

An AI agent that specializes in business insurance built the content map and the fact file, checking every figure against a dated official source. Whatever could not be verified went into a separate file, not onto the site. The page images were also generated with AI, on my own machine.
I set the line: the call to action arrives as a fact, not an ad, and the seal of a licensed agency switches on only once there is an agreement. From an existing niche site in the field I took the structure and left out the testimonials that look invented and the "cheapest" claims.

Outcome

68 pages in preview: 15 insurance pages, 8 pages by type of business, 6 path stages, 5 tools, 15 articles and 6 stories from the field.
The stories are based on real press reports, with the outlet named and dated, and show what happens to a business when cover is missing.
Images for the content pages were generated with AI, and in the stories they are labeled as illustrations.

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