+135% sales for insurance broker vs pre-COVID levels

Organic traffic now drives 27% of all caravan insurance leads and 15% of sales, reducing reliance on paid media marketing

Towergate Insurance, part of the Ardonagh Group, is a specialist insurance broker that works closely with the UK’s leading insurers to provide customers with over 200 specialist policies designed for businesses, properties, passions, and most things in between.

With 100 offices nationwide, they find competitive cover options for their customers that are often bespoke to their specific needs rather than “off the shelf”.

The challenge

Working in partnership with Builtvisible, Towergate has achieved consistent year-on-year organic growth since 2014.

The global challenges of Covid-19 led to new and extreme circumstances. Towergate challenged us to keep this momentum going and continue to grow organic performance through engaging content optimisation and effective outreach.

We had to create assets which were both sensitive to the shifting landscape and evergreen to accommodate future marketing potential. Above all, we needed to improve organic performance across the main KPIs of visibility, traffic, leads and revenue.

Why we love this case study

  • We have worked with Towergate for 8 years to drive consistent YOY organic growth. The depth of partnership we have fostered over this period meant we were able to continue the trend despite the backdrop of the largest financial shock in modern history
  • The topics we pursued arose from robust customer research and add genuine value to Towergate’s customers which we feel is far more sustainable and effective than flash-in-the-pan click-bait style campaigns
  • Our “open door” client policy meant fantastic alignment throughout the campaign making for smooth, enjoyable workflows and fantastic results.

As specialists we love digging into detail. See the full solution here.

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The result

The caravan growth campaign drove 16 links at a quality of average DA 38 and a 98% Topical Trust Flow influence in financial services. Combined with the on-page optimisation work the caravan product organic performance has seen massive improvements:

  • Caravan insurance sales have increased by 135% on pre-COVID levels
  • Caravan insurance leads have increased by 312% on pre-COVID levels
  • Impressions have increased by 64%
  • Organic traffic now drives 27% of all caravan leads and 15% of caravan sales, reducing reliance on paid media marketing
  • The number of caravan related rankings have increased by 44%:
    • Significant gains on highly relevant terms like caravan insurance UK and caravan insurance quote
    • Average position improved from 14.4 to 9.7
    • The head term caravan insurance moved up 8 places to position 4 plus is now visible via an extended organic SERP listing through FAQ schema markups

Don’t just take our word for it!