Top Conversion Optimisation Company Australia 2023

Grow an Insurance Broker Business To Sell It With Digital Marketing

We have a Case Study for you. And we love case studies (who doesn’t?). However, this one is a little different. Instead of showing off how incredible our digital marketing agency is, and the value we have added to our clients through carefully planned, developed, implemented and constantly optimised digital marketing campaigns, we wanted to show off something unusual.

Now, most digital marketing agencies don’t want their clients to leave; in fact, their very existence depends on them staying on as clients! And typically, we’d agree. We have built long-term relationships with our clients and don’t want them going anywhere.

However, I wanted to highlight one of our clients that left – for a good reason.

Here’s how Melbourne Insurance Brokers grew their business by working with Business Assist. How together, we developed and implemented comprehensive and successful digital marketing strategies that grew the business, enabling the owner to sell for a handsome profit. A bittersweet moment for everyone (when the client sold), but definitely one worth bragging about.

Here’s our Case Study:

When Mark Perree acquired Melbourne Insurance Brokers (MIB), the company was well-established but experiencing stagnant revenue growth.

With ambitious revenue and profit targets, the business needed to explore alternative marketing channels beyond those traditionally utilised in the insurance brokerage industry– known for its fierce competition.

MIB approached Business Assist to analyse marketing opportunities with the aim of meeting Mark’s ambitious targets, and business growth.

The Approach

Market Research & Needs Analysis

Business Assist embarked on a comprehensive market research and analysis phase, studying the insurance industry, consumer trends, regulatory changes, and the digital marketing strategies of MIB’s top competitors.

This research helped us understand the market dynamics, target audience, and unique selling points that would differentiate MIB in the crowded market.

Key Activities:

  • Conducting industry research to understand market trends and consumer preferences.
  • Analysing the digital marketing strategies of top competitors to identify best practices and gaps in the market.
  • Identifying target audience demographics, interests, and online behaviour for personalised marketing campaigns.
  • Highlighting MIB’s distinct advantages through competitor analysis.

Digital Marketing Strategies and Plan

Based on the insights gathered, Business Assist developed a customised digital marketing plan for Melbourne Insurance Brokers, focusing on:

Website Development: A new website with a strong focus on conversion rate optimisation to establish credibility and market positioning and increased visibility in Google SERPs.

Search Engine Optimisation (SEO): This involved initially targeting high-volume keywords and then expanding to more specific insurance products and industry-specific insurances, such as: the Construction Industry; Information Technology; Medical & Health Care and Transport & Logistics

Google Ads: Starting with the most profitable business insurances like public liability and business interruption, gradually expanding to other products and industry-specific insurances, such as: the construction industry; Information Technology; Medical & Health Care and Transport & Logistics

Landing Pages: Creating customised and fully tailored landing pages for each business insurance product to improve targeting, data collection, user experience, messaging, relevance to the search terms and ad content, competitor advantage, and conversion rates. Business Assist also established measurable objectives and outcomes, allowing Melbourne Insurance Brokers to easily and transparently track the impact of the changes and strategies implemented.

colleagues meeting in a brokerage in Melbourne

The Results

MIB achieved a top 5 rank in Google for every targeted keyword within 18 months.

Their revenue increased by 470% within 4 years.

The customer service team grew from 2 to 8 personnel to handle increased client onboarding and ongoing support.

1,760% increase in organic traffic, leading to a rise in quality organic leads from 4 per month to 70 per month.

Return on Ad Spend (ROAS) of 8.6 in the first 12 months, significantly higher than industry averages, with conversion rates for Google Ads 400% higher than the industry average.

growth of a business through digital marketing

The improved online presence and revenue growth enabled Mark Perree to sell MIB to Insurance House in late 2023.

Feedback from the Client

We’ve seen great success since working with Business Assist; they’ve consistently generated qualified leads, which has helped us substantially grow our business over the years. Business Assist has become our prime source of generating new, good-quality opportunities. They’ve been responsible for attracting about 90% of our leads, 25%–40% of which typically convert to customers. Rather than just delivering results, Business Assist has gone above and beyond to fine-tune their strategy to maximise our success. They’ve been proactive partners and consistently shifted their approach to keyword research. We’ve had to hire more staff to support the business they’ve generated, which is a testament to their success.

Business Assist has been a consistent and reliable partner over the years. They’ve always met deadlines. I’ve been responsible for project delays when we’ve had them, and they’ve pushed me to provide information or feedback when I’ve dragged the project along. Their team is very professional and knowledgeable; they have the right experts to help with our needs. We have bi-monthly or quarterly meetings depending on project initiatives. We used to meet in person, but since the COVID-19 pandemic, we’ve shifted to virtual video calls. Business Assist sends monthly progress reports outlining our website hits and campaign responses.

Business Assist has dedicated significant effort to learn the nuts and bolts of our business, which has shone through in their results. They’ve been highly invested in our success and paid close attention to detail when training new staff members, which we’ve appreciated. Whenever they’ve added a new team member to our account, they’ve thoroughly briefed them ahead of time. As a result, new team members have quickly added value to our marketing efforts. There is nothing Business Assist could improve on, I’ve been very happy with the partnership.

I highly recommend utilising the Business Assist team’s expertise and being open to trying the strategies they suggest.

How to help your business grow…

…whether you intend to sell or not…

If you would like help, advice, or guidance, our digital marketing experts are happy to help. And why not sign up for a complimentary 45-minute strategy session – obligation-free?

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Download the Influencing Your Digital Marketing Metrics ebook

Growth in numbers translates to growth in business, learn about the digital marketing KPI’s that can dramatically boost your business trajectory.

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Niki Patterson

Business Assist help us with the growth of our business, which is what every business wants, and also it really feels like everyone on the team understands and knows your business well. It’s not just one person, everyone is somehow involved and I appreciate that. Thank you so much for all your hard work in fixing our campaigns. We are all incredibly appreciative.

Jo McMillan

Business Assist were a pleasure to work with as we developed our new website. They were responsive, considered and always sought to provide us with the best possible product at a competitive price. We are very happy with the website they produced for us and have had a lot of positive comments on it. Business Assist is also great with follow up and ongoing support, should we need it.

Dean Burns

We only launched Rent Busters Perth in November 2018, so it is incredible that Business Assist generated over 500 leads for us in June 2020!  They helped us with our branding, market positioning and have since worked very closely with us on developing new offers, headings and campaigns every month. And most importantly we are signing a record number of deals every month!

Business Assist are more like our business partner than supplier and we heavily rely on their expertise and the results they deliver are extraordinary – I can’t recommend them more highly.

Lisa Bywaters

We’ve been working with Steve and the team at Business Assist since 2010.  With an information dense website it’s vital for us that our visitors find the information they need, when they need it. The BA team understand that people search for information in an organic way, that it’s not a linear process. By using their expertise, we now have a friendly, welcoming website that allows visitors to find the information they need quickly and easily. They were also extremely helpful when we transitioned to our new name and new website – with everything from developing a new website that incorporated consumer and staff feedback, to developing an SEO strategy and Google Ads campaigns that helped us retain our past users and attract new ones. They’re a professional, friendly team that takes the time to get to know the needs of your organisation and your website users.

Tony Raunic

A few years ago Hunt & Hunt Lawyers decided to put more resources into our SEO.  We interviewed a number of contractors who all promised their services would be superior.  We were struck by Steve Foura and his team’s preparedness to invest time in learning about what was distinctive about our business and what we particularly wanted to achieve.

We appointed Business Assist to focus on SEO improvements for aspects of our property team marketing including our compulsory acquisition advisory services.

The results have been outstanding with web-based enquiries growing exponentially and, critically, the right prospective clients contacting us and invariably converting into fee paying clients.

We certainly recommend Business Assist highly for any professional services business looking to better leverage its internet presence.

Ultimately, Hunt & Hunt asked Business Assist to develop a new website for our national legal group and we are very pleased with the results.

We continue to work with Business Assist today across various teams as we derive great value from Steve’s practical layman’s advice on SEO.  Business Assist also understand our business and genuinely seem to go the extra mile to add value.

Robert Thorpe

It felt that our previous digital agency was not very engaged with our business – there was a real disconnect.  With Business Assist we feel like we’re talking to the people who are actually implementing the campaign, or at least have a very good understanding of it.  We believe this is one of the main  reasons we saw results happen straightaway – increased new customer inquiries from Australia and overseas. But the other thing we get is great advice from Business Assist about things we can and can’t do from a Digital Marketing perspective. We trust really these guys. The other thing we’re getting is the changes we’re asking to make or services we’re changing, it happens really fast – there’s nothing like a 2 week period of waiting.

Amanda Greer

We’re a small business but we try and behave like a bigger company and Business Assist help us lift that bar. They have helped us get ahead of our competitors. We have a strategy meeting soon where we will develop a 5 year plan and we look forward to Business Assist’s input and planning what we should be working with them on for the next 5 years.  Business Assist have a  really good personable team and they tailor to us – we really like the flexibility. We’re very strategic in what we do and Business Assist helps us enhance our competitive advantage by reacting to opportunities quickly. Our position, interests and needs are well aligned.

Dave Porter

Business Assist are responsible for our new leads coming in. Increasingly, we are becoming more and more reliant on digital marketing as the other avenues are either too expensive or deliver little or no return. So we are extremely reliant on Business Assist.  And they have delivered for us for many years and continue to do so in 2020 where we keep having all-time record revenue weeks! We also really appreciate the team at Business Assist and I’ve always enjoyed working with a company that we feel as though they are really part of our team. We have a very healthy working relationship.

Karl Zimmerman

Since hiring Business Assist to take over our in-house Digital Marketing management, our Google Adwords spend has gone down by 75-80% and our traffic has increased by over 150%. To see such a massive drop in spend and yet an increase in traffic has to be one of the biggest and most impressive things I have ever seen.

Also, compared to what we were getting before, we see Business Assist basically as a free investment with the high returns and the increase in traffic we are getting. Not only that, each time we face any problems, the team gives us much valued solutions, not just ‘yes, we can fix that’ but also different options to choose from.

Business Assist gave us the ability to trust them with our money compared to the other 3-4 companies we had before them. We now can see where our money is going and the returns for it. They also take the time to explain details to us and make sure we are given regular updates. As we grow as a business, we see us growing with Business Assist.

Brayden Cameron

We have been using the Business Assist team since 2013. Coming from a trade background in Roofing & Roofing maintenance and jumping into Digital for all that is involved is a daunting task. We know everything worth knowing about our own trade and Digital is such an unknown area. In turn we were so hesitant because we felt like we were getting ripped off from previous attempts with other agencies and any requests for information or advice would have an extra charge or a feel like such an up-sell. Upon working with the Business Assist team we have COMPLETE clarity around the following:

  • Cost Vs Conversion (analytics)
  • Competitor analysis
  • Our target market and how to attract them
  • Brand Strategy Marketing
  • Social Media
  • SEO & so much more.

Providing these services should be a given for any Digital company – however we have found that it is not. Providing this whilst maintaining honesty and transparency even educating us along the way, whilst not making us feel like idiots because we didn’t know certain terms throughout the process is the real benefit working with Business Assist. We have meetings every week / fortnight with the team to report on every aspect of the business on a digital front. We feel the Business Assist team is an extension of our 40 + family. I think we are really fortunate we found a company that propelled us to grow from 2 staff to 40+ in 7 years – they know our company as if it was their own!