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Project Detail

Insurance by Simply Website Design & Build with Lead Tracking Set-up

Design and build a new B2B commercial services focused website with built-in lead tracking. Produce content and copy that optimises search engine ranking. Website should be fully responsive.

The Project Brief

The client is a fully regulated independent insurance brokerage specialising in non-standard home insurance, together with a range commercial insurance products. The client had requested a B2B website, although initial meetings revealed that the website should also have some B2C content although this may not be the main focus.

The website was to be centred on optimising Google organic search rankings and would reflect the branding of Insurance by Simply’s parent company, Simply Service Group. All copy was to be best in class in order to outperform competitors. Copy production would also include comprehensive keyword and competitor research.

Also, part of the initial brief was the integration of lead tracking software into the website to include form tracking and phone call tracking. The data generating by the lead tracking systems installed could be used in the future by Insurance by Simply to evaluate the effectiveness of their marketing and lead generation strategies.


Insurance by Simply is a company of independent mortgage brokers working largely in the commercial and non-standard market. Insurance by Simply is fully regulated by the Financial Conduct Authority and is a member of the Cobra Network.

The Solution

As already mentioned, initial consultation with the client revealed that although the original request was for a B2B website it was advisable to also factor in some B2C content. What was also clear was that due to the array of products that the company dealt with clear navigation was vital to make sure that users could quickly establish where the services they needed could be found.

It was also clear that there was some overlap in the type of insurance products available to customers, so some time was spent working with the client to finalise the most effective way to categorise the services available. These ongoing discussions also highlighted that some services were more important to the business than maybe the first brief recognised. Due to a good relationship with the client, it was possible to refine which products were showcased and how they were presented.

Before copy was written extensive keyword and competitor research was undertaken. Long-form copy was then produced using the research information to maximise search engine performance against competitors. Completed copy was tested against a number of metrics, including checking that all keywords had been used effectively while still ensuring that copy was reader friendly.

The website build included Formstack form set up and What Converts set up. Both would be used to track leads, with Insite Web providing the client with a bespoke dashboard for lead tracking purposes. Google Analytics and Google Search Console was also added to the site.


What Our Client Said

“The Insite Web team were helpful and professional throughout. They carried out extensive research, built a great-looking business website and created SEO-friendly content that really promoted our electrical services

Gareth Hughes – Operations Director


Full website design and development. Relevant copy and content for both users and Google. Built-in lead tracking.