Poms & Associates is an insurance brokerage with offices throughout the southwest. Wanting a more current redesign, they contacted us.
They had not previously given much thought to the idea of getting new business through their web presence, but in our discovery sessions, we quickly saw some opportunity. Through keyword research, we found that there was a decent amount of search volume for key services they provide.
At the time they came to us, they were ranking in high positions for a few blog posts, but there was nothing in place on the site to capitalize on that traffic, and certainly no focus on converting that traffic into clients.
Our overall strategy involved prioritizing the services that would be most valuable for them to rank for, and measuring those priorities against the keyword search phrases that were the most searched, and had the least amount of competition.
In doing so, we were able to create content for and build ten new landing pages — each tied to an existing valuable service Poms provides. Each of these services receives a good number of Google searches per month, and have a low enough competition score to begin ranking well in a short amount of time.
The new landing pages are all conversion-focused, with copy that has been carefully crafted to appeal to their target customer. We made it easy for prospects to request a free consultation. They simply submit some basic information, and Poms’ sales team can them quickly and easily follow up with them. These elements were also added throughout the site, including on the pages and posts which were already performing well in search — but now they are conversion-focused as well.
So in the end, Poms achieved their goal of a brand new website with a much more current and polished look — as well as a valuable new client-generating tool.