Professional Services case study, 2023 to 2024
Drove 30% more leads and 16.8% higher quote conversions for Stanhope Insurance.
A specialist UK insurance broker ran paid search, CRO and SEO as one program, and grew 83% year over year.
Monthly leads from core service pages rose 30.4%, beating targets, with 83.41% growth year over year.
Cost per acquisition fell 8%, so campaigns became more profitable.
Faster test cycles lifted the "Get a Quote" form conversion rate by 16.8%.
CLIENT SNAPSHOT
The brief
A specialist insurance broker trusted for non-standard properties, high-value homes and personal collections.
Stanhope Insurance is a specialist insurance broker. Clients trust it to insure non-standard properties, high-value homes and collections such as watches and fine jewelry. It also offers life and private medical insurance.
Its tailor-made service set Stanhope apart from the usual products sold through comparison sites. Still, growth was hard. Competition was fierce, CPA kept rising and too few visitors asked for a quote.
The problem
Big-brand rivals, E-A-T pressure and weak conversion rates.
What we did
Tighter PPC, on-site CRO testing and signals that meet E-A-T.
We ran paid search and conversion testing side by side.
We rebuilt paid search into tight ad groups, added keywords and split them by buyer intent. At the same time, a CRO program made key changes on the site. We updated calls to action, simplified navigation and put reviews where people could see them.
Reviews in the hero banner, jump links and calls to action placed higher on the page all lifted quote requests.
BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.
High-intent keyword groups, each with its own matching copy.
Landing page changes tested to over 97% confidence.
Customer reviews placed in the hero to meet E-A-T.
Calls to action placed higher on the page to lift conversions.
Easier to find what you need on dense, rule-heavy service pages.
The "Get a Quote" form moved to a more visible spot.
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