Alan Boswell Group
340% increase in leads by outranking insurance comparison sites
20000
extra blog visitors per month
340%
increase in online leads
01
The brief
Alan Boswell is a family-run independent insurance broker and financial planning group with more than 40 years of experience and eight offices across the UK.
They first approached the Candour team in 2016, looking to increase their organic traffic, with a specific goal of receiving more landlord insurance quotes through organic search.
The bar was set high with strong competition that included multinational insurance groups and insurance comparison sites such as CompareTheMarket & GoCompare.
02
Elevating content
The Alan Boswell site, created by the Candour design and build team, provided an excellent foundation for our improvements. Having a strong technical base allowed us to focus solely on a content strategy that would grow the landlord insurance proportion of the business.
We began with competitor analysis, an in-depth content audit and extensive keyword research, and applied our findings to the site. By updating existing content and introducing a pillar-spoke structure, we boosted this section of alanboswell.com to be some of the best-performing pages on the site.
Our approach allows users to discover related pages more easily and connects the dots for search engines to establish Alan Boswell as a topical authority on landlord’s insurance.
03
The results
We helped the client achieve page one rankings for several high-value keywords, surpassing some of the biggest insurance aggregator websites and competitors.
As well as the increase in organic traffic to the core landlord insurance pages, the organic traffic to the blog content on the site has increased from fewer than 100 visitors per month to more than 20,000 per month.
2000%
increase in blog visitors
Much of the best-performing content is related to landlord insurance and was directly briefed by the Candour team.
Following these fantastic results and the success of the original site build, the Alan Boswell team have asked the Candour development team to build their new website. The new site due to launch in 2024.
