The short version
Website traffic up 60%. Leads up 45%. Lead to client conversion up 35%. (Figures reported by the client, not independently audited.)
What we did for Integrity Insurance
- Website designDesigned and built in-house, structured for search from day one.
- SEOOn-page, technical and content work with dated rank tracking.
- Google AdsSearch campaigns managed month to month with plain-English reporting.
- Meta AdsMeta campaigns run alongside the search work.
What we delivered
Rankings are one line on the report. For Integrity Insurance the engagement covers website design, SEO, Google Ads and Meta Ads. We designed and built the website, structured for search from the first wireframe rather than optimised after the fact. The SEO programme runs on top of that: technical fixes, content written for the searches that actually turn into enquiries, and links earned in the client's own market. We also run the paid side, Google Ads for people already searching and Meta Ads for the people who are not yet, and report both in the same plain-English update as the organic numbers.
The result is a marketing setup the client can call one number about.
The problem
Open five insurance broker websites and cover the logos. You'd struggle to tell them apart, and so does the person shopping for a broker, which is why most of them go with whoever their accountant mentioned.
Integrity Insurance had that in a sharper form. The site was old, it listed service names without explaining any of them, and it leaned on words like trusted and professional that every competitor also uses. There was almost nothing on social. Someone arriving from a Google search had no way to work out whether these brokers handled businesses like theirs, or whether the call would be a waste of ten minutes.
The brokers were good at the job. That was the frustrating part. The website was quietly costing them work they were more than capable of doing, and the enquiries that did arrive were converting poorly because half of them were never a fit.
A rebuilt site, written around who they help
A page for each type of client.
Instead of one services page listing everything, separate pages for the kinds of businesses the practice works with, in the language those owners use about their own operations. That's website design doing an actual job rather than looking tidy.
Branding and social.
A cleaner identity carried through everywhere a client sees the business, with content and paid campaigns pointed at the new pages instead of the homepage.
Get360 lead nurture.
Automatic acknowledgement of every enquiry, alerts to the broker, and structured follow up for the ones that go quiet before a renewal date. Built through our CRM setup work.
Local search.
Google Business Profile cleaned up and the site structured so Brisbane searches land on the right page. See local SEO.
How to write service pages when the product is invisible
Insurance shares a problem with law and finance. There is no product to photograph. A buyer cannot compare two brokers the way they compare two utes, so they fall back on gut feel and on whoever seems least likely to let them down.
Most brokers respond by reaching for adjectives. Trusted. Professional. Experienced. Client focused. Every competitor writes the same words, so they cancel out and the page ends up saying nothing. Adjectives are what you write when you haven't decided who you're for.
Two things work instead.
Be specific about who you help.
Not "we work with small business". Write about the operator with four utes and a yard full of gear, or the cafe that added a rooftop area. When someone reads their own situation described accurately, they assume you've handled it before, because the description is too particular to fake. Specificity is the cheapest credibility signal there is and almost nobody uses it.
Describe what happens when something goes wrong.
This is the part brokers skip and the part that actually sells. Not what a policy covers, which is a conversation for a licensed adviser and their client. The mechanics of the relationship. Who picks up the phone when a claim gets knocked back, what you gather, how long it usually runs, what the client does and what you handle for them. Every buyer is quietly asking what happens to me on my worst day. A page that answers it beats twenty that say trusted.
One more habit worth borrowing. Say what you don't do, and name the situations you're not right for. It reads as honesty, and it stops the enquiries that were never going to work, which lifts conversion without touching traffic.
And what none of this involves
No claims about cover, price or outcomes. This is descriptive writing about your own process, which is exactly what a regulated business can publish safely.
AR Digital Solutions is not an insurance broker, an insurer or a licensed adviser. Nothing here is advice about insurance, cover or any product. Integrity Insurance does the broking and holds the obligations that go with it. We built the website and run the campaigns, and we write to those obligations rather than around them.
Who this applies to
Any business selling something the buyer cannot inspect before they need it. Insurance broking, law, accounting, finance. If your competitors' websites could swap logos without anyone noticing, the differentiating has to happen on the page. More on how we work with insurance brokers.