A Leading Insurance Brokerage for Medical Professionals

A well-established, US-based insurance provider specialising in coverage for medical professionals. The company offers malpractice and commercial insurance policies tailored to the unique needs of healthcare providers, helping them stay protected with reliable coverage.

The Challenge

The company wanted to grow its online presence and improve lead generation, with SEO forming a key part of a broader marketing retainer.

We needed to establish and execute a strategy focusing on areas that could deliver measurable results in the short term while also laying the groundwork for long-term organic growth. The challenge was to make high-impact changes first, ensuring steady progress in rankings and visibility.

The Solution

We developed a strategic SEO plan that combined targeted content improvements with structural page optimisations.

Strategic service page optimisations

We took a phased approach to ensure that high-impact areas were addressed first:

• Keyword & competitor research: We conducted in-depth analysis to understand user search behaviour and how competitors were ranking. This informed the content and structural changes we made.
• Content rewriting and optimisation: We rewrote service pages to better align with user intent, ensuring key information was clear, engaging, and strategically incorporating relevant keywords.
• Page layout and navigation enhancements: Adjustments were made to improve user flow, making information easier to find and encouraging an onward journey through the site.
• Stronger Calls-to-Action (CTAs): Clearer and more compelling CTAs were introduced to improve conversion rates and drive more leads.

Expanding organic reach through content

Once core optimisations were in place, we expanded efforts to strengthen organic visibility further:

• Additional SEO content strategy: We produced in-depth blog content and content briefs for new product offerings, targeting a broader range of search queries and ensuring the site remained competitive for a wider audience.
  By completing service page optimisations two months ahead of schedule, we had time to broaden the agency’s reach – strengthening its position in search results while supporting ongoing marketing efforts.

The Results

Our SEO strategy led to strong improvements in search rankings and traffic in the client’s main market:

• 185.18% increase in average monthly organic leads
• 60.00% increase in keywords ranking in the top 3
• 43.90% increase in keywords ranking in the top 10
• 49.74% increase in overall organic users
• 40.00% increase in users from the primary state of operation

We also established a strong foundation for further growth in other states, delivering significant traffic increases from key regions:

• 146.15% increase in users from Florida
• 107.69% increase in users from New York
• 81.82% increase in users from Texas
• 100.00% increase in users from California
• 83.33% increase in users from Georgia
• 266.67% increase in users from Illinois
• 166.67% increase in users from Ohio
• 200.00% increase in users from Pennsylvania