How we increased our client's lead count by 751 % with less than £1,000 per month [Case Study]

It's a common misconception that working with a small SEO budget means you can't generate results. How can you make enough improvements to the site in so few hours per month?

It is possible to achieve results by focusing on the most important changes in the short time available.

In this case study, we explain how we increased leads by 751 %, keywords by 259 % and impressions by 535 % with a budget of less than £1,000 / 1,347 $ per month, the equivalent of one day's work. It's a small expense for SEO, but making the right changes at the right time and focusing our efforts on the most important aspects has generated these positive results.

Objectives

Our goals were similar to those that any website seeks to achieve: generate leads for the company and increase online visibility for relevant search terms.

To be a little more specific, we took this client in March 2019, but of course, the results generally started to improve from November 2019, when Google started crawling the site more regularly.

Our goals/key performance indicators for the next 12 months were based on numbers from April through November 2019, as follows:

  • Increase the number of leads from 175 to 500
  • Installed a new chat function on the site and got 50 leads through it
  • Increased clicks on the site from 2,200 to 5,000
  • Increased the number of ranked keywords from 229 to 500

The target audience was businesses that need fleet insurance. This covers a wide range of industries, from those operating buses and cabs to the motor trade.

Our strategy was focused on technical SEO and content creation. However, there was one big problem: we hadn't built the site ourselves, nor did we have the level of access that would have allowed us to make design or fundamental changes that would help SEO and lead generation. As a result, our strategy had to be heavily content-driven.

Our strategy

1. Add a chat function

In November 2019, we added the 'TawkTo' chat feature to the site, which helped generate leads. After analyzing when their audience was visiting the site, we found that most users were on the site late at night and on weekends.

With the team out of the office and unable to answer phone calls during these times, we thought it would be helpful to offer an online chat feature to answer inquiries so that potential customers would not be discouraged or frustrated! This would give them an advantage over their competitors who do not.

We implemented the bot so that it appears on the tab as a message notification, drawing people's attention to the page even if it is not the active tab. So far, 330 inquiries have been made using this feature.

How we increased our client's lead count by 751 % with less than £1,000 per month [Case Study], Maintenance Hosting Security and Wordpress Development
Fleetcover Cat Bot

2. Implementation of technical referencing

Changes that support technical SEO are perhaps among the most important changes you can make to get real results. We've implemented this in :

  • Optimization of page titles
  • Creation of meta descriptions of 100 to 155 characters, with keywords that naturally lend themselves to it
  • Use of the optimal image sizes required by each website
  • Using alt text for images
  • Setting up internal and external links where possible
  • Use of the FAQ schema for the most frequently asked questions
  • Optimization of the site map by removing URLs that would not promote organic search
  • Use the robots.txt file to point the search bots in the right direction
  • Creation of 301 redirects. A number of outdated pages and 404 errors needed to be corrected
  • Improved the usability of the design. We were very limited in what we could achieve on the site, as the incumbent was not very helpful in terms of the access they gave us. We were able to work around that in some areas, for example with the "Get a Quote" buttons. We felt that user metrics were important in this competitive market, so we did everything we could to take advantage of that.

3. Optimize the "Get a Quote" form

We added heat mapping and anonymous visitor registration to the site. When we analyzed the data, it became apparent that many people were not filling out the "Get a Quote" form because it was too long - like being at the bottom of a mountain and trying to find the right path to the top! The original form had nearly 10 questions, which overloaded the user and resulted in a low conversion rate.

How we increased our client's lead count by 751 % with less than £1,000 per month [Case Study], Maintenance Hosting Security and Wordpress Development
First step of the Fleetcover quote form
How we increased our client's lead count by 751 % with less than £1,000 per month [Case Study], Maintenance Hosting Security and Wordpress Development
Second step of the Fleetcover quote request form

We've had a lot of success using multi-step forms on other clients' sites, so we decided to create one for Fleetcover. We had all the questions needed to provide a complete quote, but we broke them down into easier to understand tabs and user-designed icons, rather than text.

Our new form was creatively designed and had four steps, which made the process easier. With this one change, leads from the form increased from 175 prior to November 2019 to 1,489 in the last 12 months (increase of 751 %).

4. Focus heavily on content creation

How we increased our client's lead count by 751 % with less than £1,000 per month [Case Study], Maintenance Hosting Security and Wordpress Development
Example of a Fleetcover service page (truck fleet insurance)

Service pages

Content creation is an area where we really had the opportunity to use creative flair in addition to data analysis. We started by looking at Fleetcover's service pages and fleshing out the content to make it more engaging.

How we increased our client's lead count by 751 % with less than £1,000 per month [Case Study], Maintenance Hosting Security and Wordpress Development
Example of a Fleetcover service page (FAQs)

Keyword research and search intent

Over time, we continued to research keywords, focusing on understanding the search intent behind them, and creating detailed content and FAQs to meet the needs of the audience and Google's understanding of those intents.

One of the topics we've been focusing on is the rise of electric vehicles and how it will develop and affect the insurance industry. As the development and popularity of these vehicles progresses, we will look at how we can factor this into our content strategy.

Formatting and style

It was very important to include clear and natural CTAs at the end of each article, not only to complement the articles, but to encourage readers to use Fleetcover's brokerage service. Below is an example from our article on business auto insurance.

How we increased our client's lead count by 751 % with less than £1,000 per month [Case Study], Maintenance Hosting Security and Wordpress Development

In addition, using a simple yet effective tone has helped to meet the needs of potential consumers and give them the information they need in a direct manner. When we focus on keywords/phrases that contain industry jargon, we always include information on what the word or phrase means for those who intend to learn about a particular topic, such as "fleet breakdown coverage."

How we increased our client's lead count by 751 % with less than £1,000 per month [Case Study], Maintenance Hosting Security and Wordpress Development

Results

Sales

We achieved the goal of increasing sales, as website conversion rates increased from 3 % to 14 % and the number of leads increased from 175 to 1,489 (751 %). This massive increase came as a (pleasant) surprise to us, as we are working with a site with a domain authority of 22, in a competitive industry. To get these results so quickly was a great encouragement to us and Fleetcover.

Fleetcover used to spend a considerable amount of money buying leads from other companies, whereas they have now invested in SEO, which has significantly increased the number of leads they generate. Thanks to search engine optimization, these leads are of higher quality than PPC leads and are therefore more likely to use their services. Fleetcover no longer needs to buy leads, as the company is becoming its own profitable arm of Walmsleys Insurance Brokers.

Rankings

We helped Fleetcover gain online visibility for certain keywords such as "fleet insurance brokers" (#1) and "fleet insurance quote" (#2). Their positioning for "fleet breakdown cover" also went from 15 to 4, and "fleet insurance quote" from 10 to 2. The main benefit of these ranking improvements is the huge increase in traffic!

We also won the top spot for the main keyword "fleet insurance", but that spot has since been taken by one of the behemoths (excuse the pun) of the industry. We'll be back, but for now, domain authority has reigned supreme.

In April 2019, Fleetcover was only ranking for 229 keywords, and they are now ranking for 824, an increase of 259%.

Traffic

As mentioned, we saw results starting in November as Google was more actively crawling the site and finding more relevant content. Therefore, April - November 2019 is our "before" comparison for what we've managed to achieve over the past 12 months:

April - November 2019:

  • Printing: 296,000
  • Clicks : 2,220

November 2019 - November 2020:

  • Impressions: 1,880,000 (up 322 1TP2Q)
  • Clicks : 6 470 (+ 194 %)

Thanks to the fact that we more than exceeded our KPI targets, we were shortlisted for three benchmarking awards this year, and Fleetcover's CEO had nothing but good things to say:

"For years we have been looking for a company to do exactly what you did and I can honestly say that in my 12 years of being involved in marketing, this is the first time a marketing company has gone ahead and done something for us in this way. I've been complaining about this for so long that I was thrilled to get it in my mailbox. I am very pleased

That speaks for itself, doesn't it?

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