Business Insurance Firm SEO ROI

Insurance firms specializing in coverage for businesses registered our #12 highest ROI of all SEO campaigns between 2015 and 2017. In those 3 years, they gained an average of $1.7M / year in net revenue as a direct result of their SEO campaigns. The companies in this group included firms that specialize in small and mid-size commercial insurance services including employee benefits, worker’s compensation, and E&O, as well as firms that serve the needs of more mature businesses such as D&O liability, M&A, actuarial risk management, and captive insurance. Typically our campaigns targeted HR executives, benefit managers, wellness managers, and C-suite executives.

In order to bring in clients for these companies, we took a thought leadership approach involving the creation of white papers that covered risks that companies are regularly exposed to, along with the cost of leaving them unconsidered or uninsured. We included case studies from our clients in order to move new potential sales leads through the conversion funnel. We also created guides and presentations that we distributed for our clients on niche areas of insurance such as cyber liability and captive insurance. You can read about our thought leadership service here.


Organic Traffic Growth

Other relevant SEO stats for business insurance firms:

  • Average bounce rate: 39%
  • Average time on site: 4:06
  • Landing page conversion rate2: 1.7%

1 ROI is calculated by taking new revenue directly attributable to our organic SEO campaign within the 3 year period (including revenue from new customers’ referrals and upsells), then subtracting marketing costs and estimated COGS + overhead allocation. We used a 3 year period to account for longer sales cycles and the typical time frame required to see an accurate return from an organic SEO campaign. The last 2 quarters of 2017 are projected.

2 Conversion rate refers to the percentage of new SEO visitors who convert to a sales lead within 30 days of landing on the client’s website from a Google search results page