SEO Case Study: How HeiPro Boosted Informed Choice’s Online Visibility with Web Design and SEO
A business that services customers in a specific geographic location must prioritize local SEO - otherwise, its website will be buried behind its competitors in search results!
Just as the name implies, “local SEO” is a specialized form of search engine optimization that focuses on improving a business’s visibility in local search results. A strategic local SEO plan will help businesses promote themselves to potential customers nearby. However, the constantly evolving Google algorithm makes successful local SEO particularly challenging.
Brick-and-mortar businesses like restaurants, retail shops, and local boutiques heavily rely on local SEO to drive foot traffic, while service-based businesses such as plumbers, electricians, and HVAC companies also need to appear in “near me” searches.
Another category that relies on local SEO is professional service providers. This includes healthcare providers, lawyers, financial professionals, and tax preparers.
This case study will dive into a sector that has intense competition for local SEO rankings: Insurance.
Insurance agents and agencies face many challenges in local SEO because the insurance market is typically very saturated in any given region. Large national companies with big marketing budgets often dominate search results, and many local agencies compete for the same keywords in their geographic areas.
That’s what makes this story of transformation particularly exciting. Since 2023, we’ve partnered with Informed Choice, an insurance agency aiming to improve its SEO in Green Bay and revamp its overall digital presence.
The results? A 90% increase in site traffic and dramatically improved user engagement! Here's how we did it.
Client Background – Informed Choice
Informed Choice is an insurance agency serving Wisconsin with a distinct, educational approach to insurance services. Its mission clearly sets the agency apart: “To educate our clients on the wide selection of local insurance plan options available and help them make informed decisions on which choice is right for them.”
This agency’s unique selling point is its commitment to free, personalized insurance consulting. Unlike traditional insurance salespeople, Informed Choice agents focus on education first, breaking down complex insurance concepts into easily digestible information. The company’s primary audience includes Medicare-eligible individuals aged 55 and older, though they also serve clients of all ages seeking life and health insurance solutions.
Informed Choice has built its reputation on helping clients who have previously had negative experiences with overly aggressive insurance salespeople, providing a trusted, educational alternative in the insurance marketplace.
The Challenge
When the Informed Choice team approached HeiPro Digital, they were facing several critical barriers to online success. Despite their warm, educational approach in person, their digital presence didn’t match, creating a disconnect between the online and offline experience.
The user experience was particularly problematic. Issues such as poor navigation structure, low-contrast text, and confusing page layouts made it difficult for visitors to find essential information about Medicare and insurance options. To further complicate matters, the website was not mobile responsive, which hindered the agency’s ability to reach all of its target customers.
The organic search performance was equally concerning. Informed Choice was not appearing in local searches for insurance agencies. Without proper local SEO implementation, the agency was missing opportunities to connect with potential customers who were actively searching for insurance guidance in their area.
Technical SEO issues also abounded, which included slow page load times, missing meta descriptions, improper header structures, and a lack of location-specific optimization. All of these issues hampered Informed Choice’s online visibility.
HeiPro Digital’s Approach
Our approach centered on creating a comprehensive strategy that addressed both design and SEO challenges. We began with extensive keyword research, focusing on local insurance terms and Medicare-related searches in the agency’s target market. This research informed our content strategy and site architecture decisions.
For the website redesign, we prioritized user experience for an older demographic, implementing high-contrast designs, clear navigation paths, and easily accessible contact options. We created educational content hubs for different insurance topics, structuring them to align with user needs and SEO best practices.
Our technical SEO implementation included:
Optimizing site speed and mobile responsiveness
Creating location-specific landing pages
Implementing backlink strategies
Setting up proper tracking and analytics
Building a content calendar focused on educational topics
5 Key Results in Q4 2024
The new website has continued to yield remarkable improvements across all key metrics. To take Q4 2024 as an example, we’ve achieved:
A dramatic 90% increase in site traffic, compared to Q3 2024
Year-over-year (2023 to 2024), organic sessions grew by 43%
Improved search rankings, with five new keywords on page 1 of Google
Enhanced user engagement with a 28% increase in average engagement time per active user.
“The digital world is not my area of expertise. The staff at HeiPro did an exceptional job redesigning our website, so I was excited to find out that they could also assist us with our SEO journey. While many aspects of what goes into SEO remain a bit of a mystery to me, the staff at HeiPro always takes the time to answer my questions and has delivered exceptional results!”
The implementation of our local SEO strategy has resulted in improved visibility and more business for Informed Choice.
Committed to SEO Results
This local SEO case study demonstrates the power of combining strategic SEO with thoughtful design. For Informed Choice, the transformation went beyond metrics. This insurance agency’s website now truly reflects its educational approach by effectively serving the target audience and bringing more customers in the door.
As a leading provider of SEO services in Green Bay and beyond, we at HeiPro Digital are proud to have helped Informed Choice achieve these impressive results. The success of this project hinged on our comprehensive understanding of both technical SEO and user experience design. We didn’t just focus on rankings; we created a website that effectively serves both the business and its users.
Ready to transform your online presence? We’d love to help you achieve similar results. Contact HeiPro Digital today for a free consultation, and let's discuss how we can boost your online visibility while staying true to your brand personality.