CLIENT  Commercial Insurance

SERVICES

Digital Marketing

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Design & Development

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Analytics & Reporting

Sometimes even the most reputable businesses struggle to be found online. That was the case for a Midwest insurance and surety bond agency. With more than 60 years of industry experience, their reputation was strong, but their digital presence was dated and their website hard to find.

THE RESULTS?

A strong content and SEO strategy finally gave them the visibility they deserved.

THE CLIENT

This client is one of the most widely recognized agencies in their category, having connections to state and federal courts in multiple districts as well as leading law firms across the country. They are licensed to provide surety bonds and commercial insurance in over 25 states, and work with law firms, businesses, and private citizens to help them get the bonds and insurance coverage they need.

Minimal Web Presence

No Digital Marketing Outreach

Declining Word of Mouth Marketing

Minimal SEO Strategy

No Inbound Marketing

Minimal Content Development

A Brand Without a Proper Web Presence

Despite their reputation in the industry, which has been going strong for over 60 years, the agency had little presence online and virtually no digital marketing outreach. Nearly all their business came from returning customers and word of mouth, a pipeline that was declining as the business was trying to grow.

The face of their company, their website, was out of date and not optimized for SEO, nor did it have optimized content or conversion pathways that separated their two major services: surety bonds and commercial insurance.

Outside of their website, they were doing no outbound or inbound marketing to help expand their current base of clients. They had minimal SEO strategy, little to no inbound marketing, and no ongoing content development.

They came to Viden with two goals in mind:

1. Create a content and SEO strategy that would transform inbound marketing and attract new clients.
2. Streamline their website to make it easier for users to find what they needed and convert quickly.

Highly Visible Web Presence

Increased Marketing Outreach

Increased Top of Mind Presence

Implemented Ongoing SEO

Ongoing Inbound Marketing

Ongoing Content Development

Content and SEO at the Core

Their existing content offered only a baseline definition of the bonds they provided. It lacked copy that positioned this agency as a compelling choice for customers. Content surrounding their commercial insurance offerings was almost nonexistent.

There was little information, no optimization for search and the content didn’t reflect their breadth of knowledge or superior service model.

Viden’s strategy put SEO and content development front and center. First, extensive keyword research was conducted to identify high-value search terms in the surety bond and commercial insurance space. Search volume, keyword difficulty, search intent, and other keyword metrics were taken into consideration, along with the most profitable bonds for the client, to determine a strategy that would bring them the best results in terms of website traffic and profitability.

Then, a content strategy was delivered that:

• Made a clear separation on their homepage that delineated their two core offerings: Surety Bonds and Commercial Insurance.
• Rewrote the site content to include selling points about the firm’s reputation, expertise, and major points of differentiation from other businesses in their industry.
• Added 20+ new pages to the site for the bonds and commercial insurance that they provide but never advertised.
• Managed and implemented a content strategy that has since provided 175 content pieces for the site.
• Implemented an ongoing SEO program that continues to capture new rankings and drive sustained visibility.

Ongoing Engagement

To keep the agency top of mind with existing contacts, Viden developed a regular email marketing cadence that nurtured relationships and encouraged repeat business.

With a strong SEO foundation, a content-rich website, and clear conversion pathways, the agency now has the visibility and lead generation power to match their reputation.

A Website Built for Conversion

While the website design was refreshed to better reflect the agency’s professional reputation, the primary focus was usability and conversion.

Viden simplified the navigation, clarified the pathways for bonds versus insurance, and ensured that users could find the information they needed fast. Content-heavy service pages and straightforward CTAs created a seamless experience that funneled visitors toward conversion.

THE RESULTS

• 546% increase in annual lead volume
• 5000%+ increase in organic site sessions
• 2000+ new search terms ranked
• #1 rankings for highly competitive terms