Case Study: Digital – From Stagnation to Success

How a Website Revamp and SEO Optimisation Transformed Lead Generation

Executive Summary

Executive Summary

The Client faced a stagnant online presence, with low visibility on Google and a website that failed to generate leads. With an ambitious goal of acquiring 15 to 20 new clients per month, Client needed a strategic digital transformation.

Through a website revamp and targeted SEO strategy, Client saw a 1,433% increase in Page 1 rankings, a 150% rise in organic search traffic, and a 3,900% surge in conversions. Additionally, website engagement increased by 860%, and the domain authority improved by 10 points, solidifying Client’s credibility in the market.

These results directly contributed to meeting revenue goals and securing a steady pipeline of high-quality leads.

Background

  • Industry: Short-Term Insurance Brokerage

  • Target Audience: Tailored insurance solutions for property managers, medical professionals, and high-net-worth individuals, including body corporates, doctors, surgeons, lawyers, investors, and entrepreneurs.

  • Campaign Duration: 6 Months +

  • Business Model: Business to Business (B2B) & Business to Consumer (B2C)

  • Location: Eastern Cape, with plans to expand to a National footprint across South Africa

Challenges

Client struggled with an outdated website and low online visibility, making it difficult to attract new clients.

  • Client had only 1% Share of Voice, ranking for 11 keywords with just 90 monthly searches.
  • The website had a 34% on-page SEO score and poor mobile performance (28%).
  • The domain authority was 10/100, limiting its ability to rank competitively.

Key Issues Included:

  • Low Traffic & Visibilty: Minimal traffic and lead generation from the website.

  • High Competition: Strong competition from direct insurers like Outsurance and Dial Direct.

  • Lack of Brand Awareness: Lack of brand awareness in target markets beyond the Western Cape

  • Limited Reporting & Measurement: Limited digital reporting to track marketing efforts and ROI.

Solution

Market & Competitive Research:

  • Extensive research to validate online competitors and identify market threats.
  • Deep dive into industry trends and potential growth opportunities.
  • Persona development and keyword research to find gaps and opportunities.

Website & SEO Audit:

  • Analysed website performance, SEO health, and content gaps.
  • Identified major usability, structure, and speed issues.
  • Determined that a full website revamp was necessary to address market needs.

Website Revamp & Content Optimisation:

  • Rebuilt the website with a solutions-focused content approach.
  • Created extensive Q&A-based content addressing top customer concerns.
  • Developed targeted, informative content for key customer segments.

SEO Strategy Implementation:

  • Identified 200 priority SEO target keywords for optimisation with a combined 25,330 searches/month.
  • Addressed on-page SEO, technical fixes, and metadata optimisation.

Hybrid SEO & Paid Search for Niche Pillars:

  • Used minimal paid search for high-priority keywords while the new site gained traction.
  • Paid ads complemented organic presence, enhancing trust and authority.
  • Drove leads for competitive services, helping to quickly recover website investment through lead generation.
Solution

Results

1,433% increase in Page 1

organic ranking visibility.

444% Growth

in searches queries.

150% increase

in organic traffic, making up 50% of all site traffic.

98% Mobile Performance

Mobile performance score improved from 28%.

860% increase

in website interactions.

3,900% increase

in lead conversions, exceeding expectations.

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