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Case Study

How We Helped Kennon Insurance Increase Organic Search Traffic by 1700%

When your industry is about to experience a massive change that’s going to have a direct impact on your customers, that’s something you’ve got to get in front of right away. With Universal Healthcare legislation, Kennon Insurance needed a comprehensive plan for educating their client base about an amazingly complex topic before, during, and long after the new law was adopted. They called on us to create a strategy to proactively address questions about Universal Healthcare, position their firm as a go-to resource for information on health insurance and related benefits in the Pittsburgh region, and increase the number of leads they receive from their website.

Identifying Key Priorities & Quick Wins

Faced with a mountain of information and quite a few unknowns, our first task was getting our arms around how much to share and when. We knew clients were going to be confused and could easily get frustrated if they weren’t able to find the support they needed. That meant creating an editorial calendar and a detailed content roadmap was going to be critically important.

surge in organic search traffic
hike in leads generated from website
rise in unique pageviews

Defining a Targeted Marketing Strategy

Using the Kennon Insurance website as an informational hub, we worked with their team to create a highly targeted online marketing strategy tailored to each of their unique target audiences. Our goal was to increase search traffic, capture more leads, and to use the site to address as many basic questions around Universal Health Care as possible which would help free up time for the most pressing client concerns.

We helped turn a static website into a lead generation machine.

Deep Varnish helped us with so much more than just our website. They became an expert in our field, developing our online marketing strategy and helping us refine all of our content. They also provided ongoing support to ensure everything went off without a hitch. We now not only have a great presence, but a marketer of our product and a great partner in networking! Liz Kennon Manager Kennon Insurance Liz Kennon headshot