Abbeyfields Insurance is a newly formed specialist vehicle insurance broker. They insure a wide range of vehicles from high value performance cars to ex military and replica vehicles. The brand is a sister company to the Wedding Insurance Group.
We started with an existing site that was a relic, which consisted of a few low priority product pages. Our main task was to lead the development team on the design and deployment of the website. Our next goal was to start attaining visibility and generating traffic so we could commence data modelling and analysing behaviour patterns.
We began by researching and grouping keywords before studying search engine result pages and analysing the visibility of competitors and their backlink acquisition behaviours. A gap analysis mapped out the current market leaders and what content was required to start competing. We used our initial research to produce a prototype sitemap, which accommodates the site as it grows.
We then started writing content for all key product pages. The beauty of this project is we factored in technical optimisations from the start as opposed to auditing and correcting. We have also rebuilt their Google Analytics tracking from the ground up adding in key filtering and using Google Tag Manager to measure crucial actions which relieves pressure on the development team.
Traffic from organic search increased by 175.62% in 2019 when comparing with 2018.
Quote requests from organic search increased by 152.38%
The next step
We are now in the process of maturing the site’s authority using a series of backlink acquisition and keyword and content refinement.
“Adam and the team have been instrumental in giving us a foothold in our market. This is not an easy task considering we are competing with other providers who have been trading for over 30 years. We are in the process of extending our influence and could not have done this without their dedication and expertise.”
DAVID BIRD, Managing Director – abbeyfieldsinsurance.co.uk