Professional Services case study, 2023 to 2024

Lifted Fuller Insurance Agency conversions 328% with SEO, UX and CRO fixes.

A local New York insurance agency had weak paths to conversion. We realigned its keywords, improved mobile UX and added well-placed calls to action.

SEO Website UX/UI Conversion Optimization Content

Homepage of Fuller Insurance Agency, a Insurance · Auto, Home and Business · New York business, shown in a browser window

FULLERINSURANCEAGENCY.COM

+328%

CONVERSIONS

Website conversions rose 328.71% year over year.

+230%

INBOUND CALLS

Calls from online channels grew 230.69%.

+19.49%

ORGANIC TRAFFIC

Website traffic rose 19.49%, and new users grew 16.41%.

Headline result · +328% website conversions Reporting cadence · monthly · CRO-tied

CLIENT SNAPSHOT

Founded 1982

Sector Auto · home · business · life

HQ Carthage, NY, USA

Recognition Insuring Carthage and all of New York

Engagement SEO + UX + CRO partner

Timeline 2023 / 2024

Platform WordPress

The brief

A New York insurance agency that specializes in auto, home and business insurance for local customers.

Fuller Insurance Agency is an insurance agency based in Carthage, New York, and now a OneGroup company. It specializes in auto, home and business insurance, and also covers life, recreational vehicles and personal lines across New York State. Matt Fuller founded the agency in 1982, and it soon became a trusted local name.

The agency had a long history and deep expertise, but its website fell short of industry norms. It drew little real traffic and converted poorly.

The problem

Decent traffic, low quality and weak paths to conversion.

Visitor numbers were steady, but most traffic was low quality and did not convert.

Several pages targeted the same keywords, so they competed with each other and ranked poorly. Many valuable searches went unanswered.

The user experience was poor. Slow pages, clunky navigation and weak internal links pushed visitors away.

The site missed chances to convert. Calls to action were poorly placed, forms were complex and the design did not guide users.

What we did

Realign SEO, fix UX and add calls to action that convert on every page.

We rebuilt the site for both search and conversions.

We fixed the site's URL structure, tags, scripts and internal links. We redesigned the user experience so navigation was simple and worked well on mobile. Well-placed calls to action and quote forms, in design-tested colors, turned more visitors into leads.

We also updated pages to match target keywords and wrote new blogs for high-intent searches.

RESULTS, CHARTED BEFORE AND AFTER

CONVERSIONS +328%

Before

After

INBOUND CALLS +230%

Before

After

ORGANIC TRAFFIC +19.49%

Before

After

BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.

Modern UX redesign

Mobile-friendly navigation and faster load times.

SEO keyword realignment

Stopped pages competing for the same keywords and reached more high-intent searches.

Well-placed calls to action

Sticky widgets, quote forms and clear next steps.

Content strategy refresh

New blogs and updated pages matched to each funnel stage.

Reliable performance and speed

Technical fixes that brought better-quality visits.

FREE · WRITTEN IN 24 HOURS · NO PITCH

Get your free website audit.

A written report in your inbox within 24 hours, with three fixes you can ship the same week, whether or not you hire us.

WRITTEN IN 24 HOURS · 10,000+ SITES RUN · 300+ CLIENTS SINCE 2021