Fuller Insurance Agency struggled with low-quality traffic, poor keyword optimization, and weak online visibility. We redesigned their digital strategy, incorporating targeted SEO, UX improvements, optimized content, and conversion-focused design changes, which resulted in a 328% increase in leads and a significant rise in qualified calls.
Fuller Insurance Agency is a multi-state licensed property and casualty insurance firm with a strong focus on providing specialized policies for income property owners through their Comprehensive Apartment Program (CAP). Founded in 1982 by Matt Fuller, the agency quickly established a reputation as a trusted provider within its niche. With offices in three states, Fuller Insurance provides tailored insurance solutions that address the complex needs of property owners. Despite its longevity and specialized expertise, Fuller’s website performance fell short of industry expectations. Their site was live, but it was not generating substantial traffic or converting users into qualified leads. Fuller sought a robust, measurable strategy to expand online reach, attract consistent high-quality traffic, and increase the number of conversions, particularly from inbound digital channels. Redefine Web was brought in to restructure the digital experience, improve search engine visibility, and build scalable inbound growth.
Fuller Insurance Agency came to Redefine with major digital issues. Despite steady visitor numbers, most traffic was of low quality and failed to convert. A significant factor was weak search optimization. Multiple pages targeted the exact keywords, causing content cannibalization and poor rankings.
The site also lacked strong keyword targeting, leaving many valuable search queries unanswered. Additionally, the user experience was subpar. Slow load times, clunky navigation, and poor internal linking discouraged engagement and limited search engine indexing.
Finally, conversion opportunities were being missed. Calls-to-action were poorly placed, forms were complex to use, and the design failed to guide users toward requests or inquiries. As a result, the agency’s website struggled to generate digital growth, despite its long-standing credibility offline.
Redefine Web implemented a full-spectrum SEO and conversion optimization overhaul. We started with detailed on-site fixes, addressing URL structure, tags, scripts, and internal linking to improve crawling and ranking potential. At the same time, we redesigned elements of the user interface, ensuring the site was mobile-friendly, visually engaging, and intuitive to navigate. We optimized placement of call-to-actions, quote forms, and visual guidance through design-tested color usage, significantly boosting lead conversions. Finally, we refined our content strategy by updating existing pages for keyword alignment and adding new blog content targeting high-intent search queries. This blend of technical optimization, user-centered design, and content marketing drove consistent, measurable inbound performance.
Key steps included:
By transforming SEO, content, and user experience, Fuller Insurance Agency saw an exponential shift in online results. The improved structure, design, and content ensured better visibility and stronger engagement. Most importantly, the numbers showcased a 328.71% increase in conversions, vastly improving lead quality and creating greater ownership of their niche market online.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
