Project Detail
Go Protect Me Brand Refresh & Website Build for Equity & General Ltd
To design and build a new lead-focused website around a refreshed company brand
Campaign Improvements & Highlights
PPC Lead Generation
The success of the initial PPC work led the client to focus more budget on the project, and it’s now generating a 300% increase in Leads
Cost Per Lead
The higher conversion rates and success of the quote tool has led to 25% saving per sold lead versus previous lead conversion cost
Overall Conversion Rate
The phone tracking usability setup and especially the quote tools have led to a 50% improvement in conversion
The Project Brief
The client is a major firm with an insurance broker division working within the life insurance and income protection field. They were looking for support as part of a new brand launch exercise which was to include a new website.
The website would be focused on generating leads through both ranking for branded organic search and PPC advertising. The new website needed to showcase all the services offered and identify the company’s USP.
The initial brief was to concentrate on income protection leads with a view to extending this as the client’s capacity allowed. All leads would go straight to existing emails and telephone numbers for continuity.
Client
Go Protect Me is an insurance brokerage company specialising in income protection and life insurance. The company provides insurance solutions for both companies and individuals
The Solution
Comprehensive market and keyword research was carried out to inform the design and build of a new website. This site incorporated new branding including logos. Alongside this a Google Business Profile was created, together with citation building and social media profile creation.
The site focused on some key income protection products including products targeting the self-employed, contractors, freelancers and medical professionals. All service pages used unique, human-written copy that was subjected to SEO analysis in order to maximise performance over competitors in search results.
High-converting landing pages, forms and quote funnels were designed to capture targeted leads. These were designed to give customers instant, indicative feedback on the types of product they could buy. This process reassures prospective customers.
Review generation and brand feedback was incorporated into the project to increase trust signals on the site and drive engagement.
The Results
Leads exceeded the initial goals in all areas, that is quantity, quality and conversion rate. This success led to an increase in budget to expand the project into a phase 2. Phase 2 of the project extended the focus to critical illness cover and life insurance. In addition pages were added to highlight the benefit to customers of combined packages. This allows effective upselling and better coverage for individuals.
There was also an expansion to highlight products directed at companies and SMEs, rather than individuals. For example relevant life, executive and group income protection.
The following improvements were seen by the client:
- 300% Increase PPC Leads
- 25% Saving PPC versus previous lead conversion cost
- 50% Improvement in conversion
Services
Website
Brand and website design and development. Google Ads campaigns management, optimisation and monitoring. Copy and content for both SEO and Google. Lead tracking, generation and optimisation.