Three insurance agency owners founded a business together to provide specialized policies for artisan contractors. They wanted a stronger website and better search performance, so we redesigned the site and put a sustained SEO strategy behind it. The results: organic traffic up 104.19%, new users up 73.57%, form fills up 381.25% and total calls up 1,300%.
At a glance
- Client: Insurance agency offering specialized policies for artisan contractors
- Services: Website redesign, SEO, local SEO (NAP consistency), link building, content
- Key results: +104.19% organic traffic; +73.57% new users; +381.25% form fills; +1,300% total calls
The challenge: a niche insurer that search engines could not see
Specialist insurance is a strong business when the right people can find you. Artisan contractors, such as carpenters, painters, plumbers, electricians and other tradespeople, need cover that fits their work, and they tend to search for it in practical terms: the trade, the type of policy and often the location. An agency that serves this niche should be one of the first results for those searches.
Our comprehensive SEO audit found four issues standing in the way:
- Poor target keyword optimization. Pages were not clearly aligned to the policies and trades the agency actually serves, so Google had little reason to rank them for those searches.
- Very poor local visibility. The agency barely appeared in local results, where many contractors start their search.
- Broken links. Dead internal and external links waste crawl budget, frustrate visitors and signal a poorly maintained site.
- User experience issues. Even when visitors arrived, the site did not make it easy to understand the offer, trust the agency, or get a quote.
For an insurance agency, each of these has a direct commercial cost. Insurance is a trust purchase. If the site looks neglected or is hard to use, a prospect simply calls the next agency on the list.
Our approach: redesign the foundation, then build authority
Website redesign
We started with the website because SEO on a weak site is like advertising a shop with a locked door. The redesign focused on:
- Clear structure by policy and trade, so each type of cover had its own page targeting the searches contractors actually make.
- Trust signals up front: who the founders are, the carriers and policy types offered, and plain explanations of what is covered.
- Short paths to action: visible phone numbers that are clickable on mobile, simple quote forms, and calls to action on every key page. This is a large part of why calls and form fills rose so sharply.
- Technical clean-up: fixing every broken link, setting proper redirects, improving page speed and mobile layouts, and adding structured data so search engines understand the business.
Fixing NAP consistency for local visibility
NAP stands for name, address and phone number. Search engines compare these details across your website, Google Business Profile and the many directories and listings that mention you. When they disagree, for example an old address on one directory or a different phone number on another, confidence in the business drops and local rankings suffer.
We audited the agency’s listings, corrected inconsistencies, and built out accurate citations on relevant business and insurance directories. Combined with a properly optimized Google Business Profile, this addressed the “very poor local visibility” problem at its root.
Link building
Authority still matters in insurance search. We pursued relevant, trustworthy links: industry and trade associations, local business organizations, and resources that contractors and their suppliers actually use. A niche insurer has a natural advantage here, because trade-focused organizations are often happy to reference a specialist that understands their members.
A regular stream of new content
Finally, we kept the site growing with a steady flow of useful content: guides that answer the questions contractors ask about cover, liability and compliance in their trade. Regular, helpful content gives Google more relevant pages to rank, widens the range of searches the site appears for, and builds the agency’s credibility with prospects before they ever call. See how we approach this in our SEO services.
The results
- Organic traffic up 104.19%. The site more than doubled the visitors it earned from search, without paying per click.
- New users up 73.57%. A large share of that growth came from people discovering the agency for the first time, the prospects a growing business needs.
- Form fills up 381.25%. The redesign turned more of those visitors into quote requests.
- Total calls up 1,300%. For insurance, a phone call is often the highest-intent action a prospect takes. A rise of this size reflects both better visibility and a site that makes calling easy.
The pattern is the important part: traffic roughly doubled, but enquiries grew far faster. That is what happens when SEO and website design are done together rather than separately. More of the right people arrive, and more of them act.
What made the difference
The audit set the agenda
Every action traced back to a specific finding: keywords, local visibility, broken links and user experience.
Design and SEO worked together
Ranking alone does not create leads. The redesign made sure new visitors could understand the offer and get in touch quickly.
Local consistency is basic but powerful
Correcting NAP data is unglamorous, but it directly affects whether a business shows up in local results.
A niche is an SEO advantage
Specializing in artisan contractors gave the agency clear keywords, clear content topics and natural link opportunities.
How to apply this to your business
- Run a full SEO audit before changing anything.
- Give each core service its own optimized page.
- Make phone numbers clickable and forms short on every important page.
- Check that your name, address and phone number match everywhere they appear.
- Fix broken links and redirect retired pages.
- Publish helpful content on a regular schedule, written for your specific audience.
FAQ
Should I redesign my website before starting SEO?
Not always, but if the audit shows structural, technical or user experience problems, fixing them first means every SEO effort afterward works harder. In this case, the redesign is a big reason enquiries grew faster than traffic.
How long until SEO produces leads for an insurance agency?
Technical and local fixes can show results within weeks; content and link building usually take 3 to 6 months to build momentum. Competitive insurance terms take longer, which is why niche targeting helps.
What is NAP, and why does it matter?
NAP is your business name, address and phone number. Search engines compare it across the web, and inconsistent details reduce trust in your listing, which can hold back local rankings.
Want the same for your agency? See our website development services or book a strategy call.
