+41%
Quote Starts
from priority personal-lines journeys
+68%
Organic Visibility
across tracked commercial terms
-22%
Journey Drop-Off
between research pages and quote entry
The challenge
Multiple product journeys had evolved independently, creating overlap, internal competition, and uneven visibility across high-value insurance queries.
Quote funnels were discoverable, but not always aligned with the informational pages users encountered first, which weakened assisted conversion performance.
Reporting skewed toward traffic and surface engagement instead of showing where intent was being created, lost, or converted.
What changed
Quote-start growth improved once commercial pages were supported by better upstream informational architecture rather than left to perform alone.
Non-brand visibility became more durable across priority insurance topics because overlapping page intent was reduced.
Internal stakeholders gained a clearer view of which content assets created commercial momentum and which ones were simply inflating traffic reports.
Strategic workstreams
Reframed core journeys around search intent tiers so informational, comparison, and quote-entry pages worked as one system rather than isolated templates.
Prioritised structural fixes to internal linking, page hierarchy, and conversion path clarity on commercially valuable insurance topics.
Built a cleaner reporting view around quote starts, assisted progression, and page-group contribution so teams could govern the right outcomes.
Why this engagement matters
Commercial clarity beats channel noise.
This study is representative of how Strathmark approaches digital advisory: diagnose first, tie decisions to commercial consequences, and fix the structural blockers before adding more activity on top. It is not about making dashboards look busier. It is about making demand easier to win and easier to convert.
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