Wednesday January 27, 2021 By Dave
How We Increased Our Client’s Leads by 751% on Less Than £1K Per Month [Case Study]

It’s a standard misunderstanding that working with a small finances for web optimization means you’ll be able to’t generate outcomes. How are you going to presumably make sufficient enhancements to the positioning in so few hours per thirty days?

Nicely, for us at Tao Digital Marketing, our work with Fleetcover goes to point out that outcomes may be achieved by specializing in crucial adjustments within the little time you have got.

On this case research, we’ll break down how we elevated leads by 751%, key phrases by 259% and impressions by 535% on a finances of lower than £1,000 / $1,347 per thirty days, equating to in the future’s work. That’s a small spend for web optimization, however making the best adjustments on the proper time, and focusing our efforts on crucial features, generated these optimistic outcomes.


Our targets have been just like what each web site in the end needs to attain: generate leads for the enterprise and enhance on-line visibility for related search phrases.

To be a little bit extra particular, we picked this consumer up in March 2019, however in fact, outcomes typically began to choose up from November 2019 as Google began to crawl the positioning extra usually.

Our targets/KPIs for the following 12 months have been based mostly on numbers from April-November 2019, as under:

  • Enhance leads from 175 to 500
  • Set up a brand new chat perform on the positioning and acquire 50 leads by means of it
  • Enhance web site clicks from 2,200 to five,000
  • Enhance key phrases ranked for from 229 to 500

The target market was companies that want fleet insurance coverage. This spans a variety of industries, from these working coaches and taxis by means of to motor commerce.

Our technique centered on technical web optimization and content material creation. There was one massive subject, although: we didn’t construct the positioning ourselves, nor did we now have the extent of entry that will enable us to make any design or elementary adjustments that might assist web optimization and lead technology. In flip, our technique needed to be closely content-driven.

Our technique

1. Add a chat perform

In November 2019, we added the ‘TawkTo’ chat perform to the positioning which has helped generate leads. After analyzing when their viewers was visiting the web site, we discovered that almost all customers have been on the positioning late at evening and on weekends.

With their staff being out of the workplace and unable to reply any cellphone calls throughout these timeframes, we thought it could be of worth to supply an internet chat perform to assist seize inquiries so potential prospects wouldn’t be delay or annoyed! This could put them better off in comparison with their opponents who weren’t doing this.

We applied the bot so it seems on the tab as a message notification, drawing individuals’s consideration to the web page even when it isn’t the energetic tab. Up to now, 330 inquiries have been made by means of this perform.

Fleetcover Chat Bot


2. Implement technical web optimization

Tweaks that assist technical web optimization are maybe a number of the most vital adjustments you can also make to see actual outcomes. We applied this by:

  • Optimizing web page titles
  • Creating meta descriptions that have been between 100-155 characters, utilizing key phrases that naturally match
  • Utilizing the optimum picture sizes that every web site required
  • Utilizing alt textual content for photos
  • Implementing inside and exterior hyperlinks the place potential
  • Using FAQ schema on the extra ceaselessly searched questions
  • Optimizing the sitemap by eliminating URLs that would not assist natural search
  • Utilizing the robots.txt file to level search crawlers in the best route
  • Creating 301 redirects. There have been quite a lot of outdated pages in addition to 404 errors that wanted to be addressed
  • Making usability tweaks to the design. We have been very restricted in what we may obtain on the positioning because the incumbent weren’t massively useful by way of the entry they might give us. We have been in a position to get spherical this in sure areas, an instance being the ‘Get a Quote’ buttons. We had a sense person metrics mattered on this aggressive market, so we did our utmost to capitalise on this.

3. Optimize the “Get a Quote” kind

We added warmth mapping and anonymized customer recording to the positioning. After we analyzed the information, it turned very obvious that many individuals weren’t filling out the “Get a Quote” kind as a result of it being too lengthy — like standing on the backside of a mountain, making an attempt to work out the best path to the highest! The unique kind had nearly 10 questions, which overwhelmed the person and resulted in low conversion charges.

Step considered one of Fleetcover Quote kind
Step two of Fleetcover Quote kind

We’ve had nice success utilizing multi-step varieties on different consumer’s websites, so we determined to create one for Fleetcover. We had all of the questions wanted to supply a full citation, however break up all of it up into easier-to-digest tabs and user-designed icons, fairly than simply textual content.

Our new kind was constructed creatively and had 4 steps, making the method simpler. With this transformation alone, leads from the shape grew from 175 earlier than November 2019 to 1,489 over the previous 12 months (751% enhance).

4. Focus closely on content material creation

Instance of Fleetcover service web page (HGV fleet insurance coverage)

Service pages

Content material creation is an space the place we actually received the possibility to display inventive aptitude alongside knowledge evaluation. We began by reviewing Fleetcover’s service pages, and fleshed out the content material to make it extra partaking.

Instance of Fleetcover service web page (FAQs)

Key phrase analysis and search intent

Over time, we continued to research keywords, focusing closely on understanding the search intent behind them, and creating detailed content material and FAQs to satisfy the viewers’s wants and Google’s understanding of these intents.

One subject we’ve been specializing in is the rise of electric vehicles and the way this may develop and have an effect on the insurance coverage business. As the event and recognition of those autos progresses, we’re going to have a look at how we are able to use this in our content material technique.

Formatting and magnificence

Together with clear, pure CTAs on the finish of every piece was actually vital, not solely to spherical out the articles, but in addition to encourage readers to make use of Fleetcover’s dealer service. See an instance from our piece about business car insurance under.

As well as, using a easy however efficient tone of voice helped to satisfy the wants of potential shoppers and provides them the data they want in an easy manner. When specializing in key phrases/phrases that include business jargon, we all the time embody details about what the phrase or phrase means for these with informational intent a few specific subject, for instance ‘fleet breakdown cover’.


Gross sales

We achieved the objective of gaining extra gross sales, as web site conversion charges jumped from 3% to 14%, and leads elevated from 175 to 1,489 (751%). This huge enhance (pleasantly) shocked us as we’re working with a web site with a website authority of twenty-two in a aggressive business, so to attain these outcomes so rapidly was an excellent increase for each ourselves and Fleetcover.

Fleetcover was beforehand spending a substantial quantity on buying leads from different firms, whereas now they’ve invested into web optimization, which has considerably elevated the variety of leads they generate. With web optimization, these leads are of a better high quality than PPC leads, and are subsequently extra doubtless to make use of their companies. There may be no use for Fleetcover to buy leads now, because the enterprise is turning into its personal worthwhile arm of Walmsleys Insurance Brokers.


We’ve helped Fleetcover acquire on-line visibility for sure key phrases equivalent to “fleet insurance coverage brokers” (#1) and “fleet insurance coverage quote” (#2). Their positioning for “Fleet breakdown cowl” has additionally moved from #15 to #4, and “fleet insurance coverage quote” has moved from #10 to #2. The principle profit of those rating enhancements is the massive enhance in visitors!

We additionally gained prime spot for the principle key phrase of “fleet insurance coverage”, however this has since been taken by one of many juggernauts (excuse the pun) of the business. We’ll be again, however for now, area authority reigned supreme.

In April 2019, Fleetcover was solely rating for 229 key phrases, they usually now rank for 824, a 259% enhance.


As talked about, we noticed outcomes starting in November as Google crawled the positioning extra actively and located extra related content material. Subsequently, April – November 2019 is our “earlier than” comparability for what we’ve managed to attain over the previous 12 months:

April – November 2019:

November 2019 – November 2020:

  • Impressions: 1,880,000 (up 322%)

Because of greater than exceeding our set KPI targets, we have been shortlisted for 3 web optimization awards this 12 months, and Fleetcover’s CEO had solely good issues to say:

“For years we’ve been in search of an organization to do precisely what you have got carried out and I can truthfully say in 12 years of being concerned in advertising and marketing, that is the primary time that any advertising and marketing firm has proactively gone forward and carried out one thing for us on this manner. I’ve whinged about it for thus lengthy that it made my day when it dropped in my inbox. Actually satisfied.”

Nicely, that simply speaks for itself, doesn’t it?

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