+33%
Quote Completion Rate
from targeted landing journeys
+52%
Non-Brand Clicks
on priority acquisition themes
-19%
Cost Per Acquisition
after journey cleanup and prioritisation
The challenge
Motor insurance search is crowded, expensive, and full of near-identical messaging, which makes structural clarity more important than publishing volume.
Key pages were attracting attention, but not always moving users cleanly into quote journeys or the strongest next step.
Paid and organic reporting existed side by side without a reliable view of how search intent flowed across the full acquisition path.
What changed
Quote-completion efficiency improved as weaker intent paths were stripped out and higher-intent entry points were clarified.
Commercial reporting became easier to govern because channel performance was assessed against progression and cost quality rather than volume alone.
The digital estate became better positioned to compound gains rather than relying on repeated bursts of paid activity.
Strategic workstreams
Reworked search priorities around high-commercial-intent query groups instead of broad traffic acquisition.
Aligned on-page messaging and CTA hierarchy more closely with what users expected at different stages of the quote journey.
Introduced cleaner performance segmentation so brand, non-brand, and assisted-conversion behaviour could be evaluated separately.
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.
Related work
More case studies
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AXA Insurance
Interim enterprise case study showing how insurance demand capture improves when information architecture, quote journeys, and measurement are aligned to intent rather than departmental silos.
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Thorntons Law LLP
A Scottish legal-services case study focused on turning expertise and geographic reach into better-structured enquiry journeys across commercial practice areas.
Automotive
First Vehicle Leasing
A UK automotive leasing case study showing how search performance recovered when structural blockers were resolved instead of masked with more activity.
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