Case study — SEO, PPC & Web Development

Chase Templeton — digital overhaul of a 75-site acquisition strategy

One of the UK’s leading private health insurance brokers had absorbed 75 businesses into its portfolio — and the technical fallout was undermining everything. We had 4 years and a free hand to fix it.

Sector Private health insurance

Services SEO · PPC · UX · Web dev

Duration 4 years

Outcome Acquired by Nevada Investments

The problems

75 acquired businesses created a technical SEO nightmare across micro-sites

2,000+ redirect loops and errors left by 30+ previous agencies undermining the main site

PPC campaigns unfocused and wasting 25% of budget on irrelevant traffic

User journeys broken — high bounce rates across micro to main site traffic

The outcome

Acquisition

Acquired by Nevada Investments

US investor deal at end of our 4 year partnership

2,500% increase in SEO traffic within 12 months

37% uplift in PPC conversions on the same budget

Premium income grew from £90m to £150m in 4 years

How did we get there? Read the full story below.

2,500%

SEO traffic increase within 12 months

+37%

PPC conversions on the same budget

£90m → £150m

premium income growth over 4 years

“Acquisition or partner strategies that involve directing the traffic of 75+ websites to a main transactional one, are fraught with technical and user journey errors. People are lazy and do the basics without testing, testing and more testing.”

Project brief

What we were hired to fix

Increase organic search traffic

Raise natural search engine driven traffic to levels that produce enough enquiries and purchases to keep the company viable.

Improve pay per click conversions — Google Adwords, Bing Advertising

Improve the efficiency of the PPC, targeting more relevant phrases and user journeys, in order to increase its effectiveness towards a better Cost per Lead.

Improve user experience

Analyse and change the customer user journeys to improve goal conversion rates (insurance plan purchases).

“Our team deployed hundreds of changes to both the main website and several of the micro-sites, in order to fix bugs, and improve the user experience.”

Project delivery

A deep dive from server logs to page speeds and more

Improve website content and relevancy

We launched new keyword targeted content, rewrote older content and advised on email and social marketing to improve the company’s relationship with its users. Key landing pages were created that addressed user questions, almost instantly gaining huge traffic and engagement uplifts.

Technical SEO

I unearthed a 301 redirect file with more than 2,000 entries — many looping, many having multiple hops instead of one — and carefully rewrote and published a file that could have broken the site with one simple error. I also found over 100 internal link errors (micro to main, and main to main) causing higher bounce rates and reduced SEO rankings, and led the design team on multiple technical and visual fixes that were slowing the site experience down.

Paid advertising assessment

My PPC analysis stripped out 25% of the previous plan as wasteful. Segmenting and targeting their paid advertising campaigns on the same budget raised conversions by 37%.

“Chase Templeton was later acquired by Nevada Investments having raised premium income from £90m to £150m in 4 years — the same period as working with us.”

Outcomes

Dramatic results across every channel

Organic search traffic

The SEO campaign produced over 2,200 new page 1–2 rankings within the first 2 years.

Pay per click — Google Adwords, Bing Advertising

Maintaining the same budgets, I improved the relevancy of paid advertising traffic, leading to a 37% uplift in conversions. This also included digital training for the sales staff who followed up on those conversions.

Overall results and business outlook

At the end of our 4 year partnership, the Chase Templeton business was acquired by US investor Nevada Investments in a 7 figure deal.