Supercharged SEO Performance for Car Insurance


Herts Insurance Consultants is a specialist insurance broker, based in Bishop’s Stortford, Hertfordshire. Their target market includes Volkswagen enthusiasts and owners of classic and modified cars – within these markets they have built up a national reputation. Following the launch of new product lines, Herts Insurance wanted to attract more leads from elderly drivers.


The Brief —

The brokers asked us to help them create a website that reflected the tastes of their existing customers, without alienating potential customers with different interests. Primarily the website needed to perform well for the business, and generate leads for a call centre.

The existing Herts Insurance website looked out of date, with broken links and high bounce rates, giving us warning signs that the site was not user-friendly. Potential customers were struggling to find the site, because the key areas weren’t ranking highly on Google. Visitors on mobile devices were having particular difficulty using the site, as it wasn’t optimised for smartphones or tablets.

Despite this, the website was performing sufficiently in search engines and held good ranking for many of their existing specialisms around Volkswagen cars and camper vans. With this in mind, the objective was to consolidate their current position in these areas, deliver additional leads in modified and classic car areas, and establish a presence in the over-50s car insurance market.


SEOContent CreationWeb Design & Build


Strategy —

Aided by our existing experience within the insurance industry, we worked with the designers at Studio20a to lay out the structure of each page in a way that would help maximise lead generation. The designers applied a retro-modern style to resonate with their primary target audience and stand out in the insurance marketplace.

We structured the navigation and interlinked a large number of pages to make it easy for search engines to crawl, as well as for users to navigate. We conducted extensive keyword research to reveal lucrative keyword gaps in competitors’ strategies and appropriate copy was then written.

To ensure that the site would now work on smartphones and tablets our in-house web development team made it quick to load and responsive.



The Results —

The use of the call back pages on the site increased by 341%
Average session duration per page increased by 20%
Organic search improved by 217% 
Users were looking at 49% more pages on the site


Revamping HIC’s website was certainly a lucrative endeavour for the insurance consultants – potential customers were converted into buyers, as use of the call back pages on the site increased by 341%, sending leads straight into the call centre.

This correlated with organic search traffic improving by 217%. It even overtook paid search, despite that growing by 18%, to become the largest source of traffic to the site.

Users were looking at 49% more pages on the site, which meant they were getting a better insight into the products and services offered this meant that the pages average session duration also increased by 20%. Repeat visits have increased since the site redesign, which show that users are enjoying their new HIC website experience and those who are shopping around are coming back to Herts Insurance Consultants for their insurance.