With extensive experience working with businesses in regulated sectors, such as law and financial services, we’ve helped a number of organisations in the insurance space to broaden their brand awareness and increase on-site conversions.
In this case study, we explore how we helped an established insurance broker climb search rankings and grow sales for a specialist scheme.
One of our clients was looking to increase sales for a niche insurance scheme, for which it has a market-leading policy.
Having lost significant traction in search engine results following a website redesign, the product web page only ranked for 5 low-volume keywords in positions 20-100. As a result, the company had low brand recognition and was not reaching potential new customers.
The company asked us to develop a marketing strategy and plan to turn that around and promote brand awareness, enquiries and sales.
In our marketing plan, we recommended developing a new content hub for the website, which would educate, entertain and inform potential customers about topics related to the product.
The aim was to increase organic search engine rankings for semantically linked keywords, fostering brand awareness. It also allowed internal linking within the site, driving visitors to the main product page.
The implementation came in the form of high-quality monthly articles, each focused on providing advice and inspiration, including top tips, interviews with key experts and client case studies, whose stories would resonate with other prospects.
Extensive keyword research undertaken by us uncovered terms that the site had never appeared on SERPs for. This mix of highly competitive and long-tail keywords would help the client to target potential customers at all stages of the buying process.
We also suggested implementing an ongoing test-and-learn process to build on any improvements. This would involve monitoring content performance and enhancing the pages to increase click-through rates to the product page and enquiries submitted through the website.
This activity was to be supported by regular email marketing campaigns to strengthen relationships with existing clients.
Given the previous drop in search engine performance across the website, it took a while for the new content to rank. However, the site now performs well for key search terms.
The site ranks for 75 keywords, 19 of which are in the top 10. The main product page also appears on page 1 of Google for all major permutations of the product name.
From September to November 2022, impressions in search engine results more than doubled year-on-year, increasing brand awareness and visibility, while clicks from search engines increased by 39%.
As a result, website page views increased from 363 to 2,532 year-on-year. Entrances to the site via the content hub have gone up 792%.
Most significantly, since introducing conversion tracking on Google Analytics, the client has seen a month-on-month rise in website conversions on key pages and has had multiple record-breaking months in terms of sales.
We are now looking to replicate that approach with other key insurance policies where the sector is more niche.
“From the start, we have been impressed by Method Marketing’s work. Not just their knowledge and advice but also the execution and simply making it all happen – long may that continue!”Insurance Broker MD
If you’d like to learn more about how we can help your insurance brokerage build brand awareness and increase sales, email firstname.lastname@example.org or call 0330 0430736 to speak to a member of the team.
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