Increasing High Quality Leads For Indpendent Insurance Broker

How we increased leads by 40% for enquiries for independent insurance broker, Hayes Parsons.

Insurance Broker SEO Strategy

Our agency increased high-value home insurance leads by 40% through targeted SEO optimisations, and keyword strategy.

The Challenge

Hayes Parsons, a respected name in specialist private insurance, wanted to drive more leads for their home insurance products—with a particular focus on high-value home insurance, a niche with stiff competition and high search intent.

While insurance broker had strong brand authority in some sectors, their website underperformed in organic rankings for service keywords like “high value home insurance”. In addition, many of their inbound leads were for smaller item cover (e.g. jewellery, watches), not the larger home insurance policies they aimed to prioritise.

Our main SEO strategy goals for this campaign were to:

Increase the volume of high-value home insurance leads.
Improve the quality and relevance of inbound enquiries.
Enhance organic search and rankings for high-value insurance related keywords.

The Result

After implementing our SEO and keyword targeting strategy, independent insurance broker Hayes Parsons saw significant improvements in both lead volume and quality.

Lead Quality & Volume

40% increase in relevant, high-intent leads for home insurance policies

Organic Growth

+38% increase in new users YoY (2023 to 2024)

Improved Keyword Rankings (as of July 2024)

Position 7 for “high value homes insurance”
Position 5 for “high value home insurance UK”
Position 5 for “high value home insurance companies”
Position 4 for “best high value home insurance companies”

How We Did It: High Value Insurance SEO Strategy

We delivered a strategy focused on refining user targeting and sharpening SEO positioning to attract the right audience:

Postcode-Based Targeting

In October 2023, we launched postcode-specific landing pages targeting affluent areas with higher demand for high-value home cover
This significantly filtered out lower-value traffic and improved lead quality almost immediately

Conversion-Focused Copywriting

Rewrote key landing pages to speak more directly to affluent homeowners, positioning Hayes Parsons as a premium, specialist broker for high-value properties

Keyword Analysis & Content Strategy

We mapped high-intent keyword variants around “high value home insurance” and discovered significant untapped opportunity in long-tail keywords
Optimised existing pages and created new content to improve relevance, particularly focusing on UK-based and comparison search terms

On-Site SEO & Technical Fixes

Audited and refined metadata, internal linking, and page structure for key service areas
Improved keyword targeting in title tags, H1s, and body content to better match searcher intent

Our agency SEO specialists aligned Hayes Parsons’ insurance business goals, with a focus to target high-value home insurance policies. Our organic search marketing and keyword strategy targeted high-value home insurance policies so that Hayes Parsons could improve the audience they were attracted as well as improving the number of qualified enquiries they received.