Insurance Agency: 1,832 Inbound Lead Phone Calls

The client

Signature Insurance is an independent insurance agency that specializes in selling auto and homeowners insurance in the state of Michigan.

They came to us because they were tired of calling on bought leads who had already been called on by other Agencies.

Signature Insurance prides itself in being helpful and not pushy – they didn’t want to come off as salesy on their website, they wanted to focus on getting more phone calls and leads organically through their website and Google My Business.

the plan

Understand their target customer and where they live because certain policies cost more money to create than they make for them. We had to take the time to understand what cities surrounding their offices brought the best customers.
For website SEO, it was critical to rank their root website in multiple locations (cities surrounding their offices). This required a custom technical optimizations which they didn’t have at the time.
There was a large opportunity to optimize their Google My Business to extend it’s reach in the insurance niche which they were not leveraging.

The Execution

Technical SEO

Built out custom landing pages for each city they needed a presence in with the proper URL structure to allow each to rank in a local market. Rebuilt the code on the location pages to include the proper schema markups as well as lightning-fast load times (for mobile users).

Content Optimizations

We did a deep dive into the factors for pages that ranked for local pages and executed these pages. This included the structure of the pages, reviews, hours of operation, NAP, and tripwires for leads.

Google My Business

We optimized their Google My Business and integrated it with their website along with other Google properties to expand their reach. Some of the activities were citation creation, GMB postings, leveraging YouTube, and more.

On-Page Local Signals

We optimized service pages to send local relevancy signals that Google could easily interpret allowing both the Google My Business and website to be prioritized in local searches.


More sales through warm leads
who are seeking a new policy.


Inbound Lead Phone Calls

Instead of having to rely on cold calling and buying leads. They're now able to have leads contact them to sell a policy. 


Website Inboud Leads

Signature Insurance leads who came through the contact form provided information about what they're looking for and were able to quote policies prior to talking to the client.


New Policies Written

The result of the warm leads to over 1,000 policies being written. The leads they had were interested and open to having new policies written. 

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