Farmers Insurance

Local Branch of Farmers Insurance Elevates Local Reach through Landing Page Design & Optimization

Overview

The local branch of Farmers Insurance, deeply rooted in its community, understands the distinct needs of its neighbors. To ensure they remain the first choice for local insurance seekers, they aimed to enhance their online presence by designing and optimizing specific landing pages targeting their community.

Goal

The local branch sought to:

Increase local online visibility and reach.
Improve conversion rates on locally focused landing pages.
Solidify their reputation as the leading local insurance provider.

Challenge

With a myriad of general and local insurance options available online, the challenge was to establish the local branch’s digital identity and ensure the community members could swiftly and easily access relevant information tailored to their specific needs.

Action & Strategy

Specific landing pages were designed with local imagery, testimonials, and content that resonated with the community’s unique attributes and needs. These pages served as dedicated entry points for local online searches.

To ensure relevance, content on these landing pages was tailored to address the specific insurance concerns of the community, highlighting local events, landmarks, and even local staff members.

These landing pages were optimized for local search keywords, ensuring they ranked high when community members looked for local insurance solutions online.

Results

The local-centric approach yielded significant results:

There was a 35% increase in local organic traffic directed to the newly designed landing pages..
The conversion rate for these pages improved by 20%, signifying higher engagement and interest from local visitors.
An increased number of inquiries and policy purchases were observed from community members.

Feedback & Future Directions

The local branch’s management appreciated the effectiveness of the localized approach. Plans are now underway to further personalize the digital experience for community members and create additional landing pages for specific local events or concerns.

Conclusion

The local branch of Farmers Insurance demonstrated the power of a community-focused digital strategy. By honing in on the unique needs and interests of their local clientele, they’ve solidified their position as the community’s preferred insurance partner.

About Farmers Insurance

Farmers is proud to serve more than 10 million households with more than 19 million individual policies across all 50 states through the efforts.