A specialist UK insurance broker tightened paid + CRO + SEO into one program — 30% more monthly leads, 8% lower CPA, and 16.8% higher quote-form conversions, with 83% YoY growth.
Stanhope Insurance is a specialist insurance broker, trusted by clients seeking cover for non-standard properties, high-value homes, and collections such as watches and fine jewelry. The company also provides life and private medical insurance.
With strong reputation in tailor-made services, Stanhope stood apart from typical comparison-site-driven products. Still, scalability faced limitations — high competition, rising CPA, and weak conversion paths.
Stanhope Insurance struggled to compete against larger brokers and comparison sites. Despite strong niche offerings, campaigns lacked precise targeting, leading to high CPCs and costly acquisitions.
Google's E-A-T guidelines added pressure to prove credibility. Their regulatory-heavy service pages, while informative, created poor UX, leaving prospects overwhelmed and reducing conversions. Even paid traffic struggled to deliver meaningful results.
We executed a streamlined, integrated PPC + CRO approach. Paid search restructured into tightly segmented ad groups with keyword expansions and high-intent segmentation. A parallel CRO program introduced critical optimizations — updated CTAs, streamlined navigation, stronger review placements.
The outcome was a measurable uplift in quote request conversions through hero-banner reviews, jump-link navigation, and strategic CTA repositioning.
High-intent keyword clusters with copy aligned per cluster.
Statistical confidence > 97% for landing-page changes.
Placed customer reviews in hero for E-A-T compliance.
Higher-on-page CTAs improved conversion paths.
Easier content exploration on regulatory-heavy service pages.
"Get a Quote" form repositioned for prominence.
Stanhope significantly increased qualified leads, strengthened user trust, and reduced acquisition costs. The measurable improvements enabled them to scale operations, hire staff, and grow into new offerings.
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