Stanhope Insurance, a specialist insurance provider for non-standard homes, valuables, and private policies, faced tough competition from price comparison sites. We restructured paid campaigns, optimized CRO, and streamlined user experiences to deliver a 30% increase in leads, higher conversions, and sustainable 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 a range of personal insurance products, including life and private medical insurance. With a strong reputation in tailor-made services, Stanhope stood apart from typical comparison-site-driven products by focusing on bespoke solutions. However, despite their service strength, the company faced limitations in scalability due to high competition within the online search space for insurance and rising cost-per-acquisition driven by keyword saturation. To sustain their ambitious growth plans and reinforce their market position as a top specialist insurance provider, the firm partnered with Redefine Web to implement a sustainable lead generation framework through paid media, conversion optimization, and landing page enhancements.
Stanhope Insurance faced difficulty competing against larger brokers and comparison sites. Despite strong niche offerings, their campaigns lacked precise targeting, leading to high CPCs and costly acquisitions that limited growth.
The strict demands of Google’s E-A-T guidelines added pressure to prove credibility. Their regulatory-heavy service pages, while informative, created a poor user experience, leaving prospects overwhelmed and reducing conversions. Even paid ad traffic struggled to deliver meaningful results.
To scale effectively, Stanhope needed a strategy that balanced compliance with E-A-T, lowered CPA, and maximized media ROI. Success required both refining paid search campaigns and improving on-site user experience, ensuring conversions could support expansion into new insurance products.
Redefine Web executed a streamlined, integrated PPC and CRO approach designed to maximize qualified leads while reducing the cost-per-acquisition. Paid search campaigns were restructured into tightly segmented ad groups, with keyword expansions and high-intent segmentation strategies to ensure optimal targeting. A parallel CRO program introduced critical optimization, including updated CTAs, streamlined navigation, and stronger review placements. The outcome was a measurable uplift in quote request conversions.
Key actions included:
By combining an optimized paid media strategy with conversion-first website improvements, Stanhope Insurance achieved a significant increase in qualified leads, stronger user trust, and reduced acquisition costs. The measurable improvements enabled them to scale operations, hire staff, and grow into new insurance service offerings, ensuring long-term growth beyond the campaign.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
