SEO Case Study: Increased Organic Leads by 180% in 6 Months for a B2B Business Insurance Agency in Atlanta
An Atlanta based B2B business insurance agency partnered with Goforaeo on 03 March 2025 when their inbound pipeline started to feel unpredictable. They had solid carrier access and a strong team, but Google was not sending enough serious business owners to their site.
This SEO Case Study explains what we fixed, what we built, and what changed in the numbers from 03 March 2025 to 31 August 2025, with clear monthly data and real before vs after proof.
Quick snapshot:
This SEO campaign ran for 6 months from 03 March 2025 to 31 August 2025. The location focus was Atlanta, Georgia, plus nearby areas where their ideal clients operate.
Results by 31 August 2025:
- Organic leads per month: 25 to 70
- Increase: 180%
- Organic sessions per month: 1,900 to 3,850
- Organic conversion rate (lead actions): 1.32% to 1.82%
- Top 10 keyword count: 16 to 74
- Calls from organic traffic per month: 9 to 26
- Quote form submissions from organic per month: 16 to 44
Client profile:
This agency sells business insurance for companies that need fast quotes and clear coverage guidance. Their most common lines include general liability, workers comp, commercial auto, professional liability, cyber, property, and contractor policies.
Their buyers are owners, office managers, and finance leaders who usually search in a hurry. Most searches are simple and direct, and the winner is the agency that looks trustworthy and makes it easy to request a quote.
Starting point on 03 March 2025:
The website looked professional, but it was not built around how people search for business insurance. Several pages were broad, and the site did not have enough focused pages for high intent searches.
Tracking was also incomplete, so it was hard to separate real leads from noise and understand which pages actually drove inquiries.
Baseline metrics in March 2025:
Baseline window: 03 March 2025 to 31 March 2025
- Organic sessions: 1,900
- Search Console clicks: 620
- Search Console impressions: 48,900
- Organic leads total: 25
- Calls from organic: 9
- Quote form submissions from organic: 16
- Organic conversion rate: 1.32%
- Keywords in top 10: 16
- Keywords in top 3: 4
- Branded vs non branded clicks: about 55% branded, 45% non branded
What was holding them back:
- One or two service pages were trying to cover too many policy types at once.
- Key pages were not internally linked well, so Google could not see what mattered most.
- Titles and headings used agency language, not the words business owners type.
- Few industry specific pages, so they missed searches like “insurance for contractors Atlanta”.
- Quote request flow was messy, with too many options and not enough guidance.
The approach we used:
We focused on making the site easy to understand for Google, and easy to act on for a business owner.
We worked in four tracks at the same time: technical cleanup, high intent pages, supporting content, and lead capture improvements.
Track 1: make tracking and lead definitions clean:
Before we changed content, we fixed measurement. This made monthly reporting honest and helped us focus on what truly produced leads.
We tracked these lead actions:
- Quote request form submissions
- Click to call from mobile and desktop
- Click to email
- Booked consultation requests where available
We also filtered out:
- Spam forms
- Job applications
- Vendor outreach messages
Track 2: build pages around real buying intent:
People do not search for “commercial coverage solutions”. They search for the exact policy and often the exact city.
We created or rebuilt pages for:
- General liability insurance in Atlanta
- Workers compensation insurance in Atlanta
- Commercial auto insurance in Atlanta
- Professional liability insurance in Atlanta
- Cyber insurance for small businesses
- Business owners policy coverage
- Contractor insurance and trades coverage
Each page explained what it covers, who needs it, what affects pricing, common mistakes, and what to prepare for a quote.
Track 3: add supporting content that answers urgent questions:
Insurance searches have many “fast answer” queries. If your page gives a clear answer, people trust you and fill the form.
We created content around:
- Certificates of insurance and how fast you can issue them
- Workers comp class codes explained simply
- How to lower premiums without cutting key protection
- Common coverage gaps that lead to claim issues
- What documents to share for an accurate quote
Track 4: improve conversion flow so traffic becomes leads:
Traffic increases help, but lead growth requires better page structure and a smoother quote path.
We improved:
- One primary CTA per page: Request a quote
- Shorter quote form fields with clear helper text
- Trust proof near the form: licensing, carriers, reviews, turnaround expectations
- Contact options placed consistently across pages
Month by month work and results:
All numbers below are organic search only. We removed spam and unrelated messages so the lead counts reflect real business inquiries.
March 2025: 03 March 2025 to 31 March 2025
March was the foundation month. We set tracking, cleaned up the site, and planned pages based on real demand.
Work completed:
- Full SEO audit and local SEO audit
- Fixed tracking in GA4 and Tag Manager for forms, calls, and emails
- Keyword map by policy type and industry
- Cleaned duplicate page titles and thin pages
Monthly results:
- Organic sessions: 1,900
- Organic leads: 25
- Calls from organic: 9
- Quote forms from organic: 16
- Keywords in top 10: 16
April 2025: 01 April 2025 to 30 April 2025
April was about building the core money pages that directly match quote intent.
Work completed:
- Rebuilt general liability, workers comp, and commercial auto pages
- Added FAQ blocks based on real phone questions
- Improved internal linking from homepage and navigation
- Updated meta titles and descriptions for higher click rate
Monthly results:
- Organic sessions: 2,250
- Organic leads: 33
- Calls from organic: 12
- Quote forms from organic: 21
- Keywords in top 10: 28
May 2025: 01 May 2025 to 31 May 2025
May focused on industry pages and stronger local relevance, because industry intent often converts better.
Work completed:
- Published contractor insurance and professional liability pages
- Built industry pages for high value niches like:
- Construction and remodeling
- Cleaning companies
- Trucking and delivery
- IT consultants and agencies
- Construction and remodeling
- Improved Google Business Profile services and posting rhythm
- Fixed NAP consistency across key directories
Monthly results:
- Organic sessions: 2,700
- Organic leads: 44
- Calls from organic: 16
- Quote forms from organic: 28
- Keywords in top 10: 45
June 2025: 01 June 2025 to 30 June 2025
June was about pushing rankings that were stuck on page two and improving trust signals across the site.
Work completed:
- Updated pages ranking positions 8 to 20 with clearer sections and better headings
- Added proof blocks: reviews, carrier logos, service promises that were realistic
- Added internal link blocks between policy pages and industry pages
- Improved mobile speed by reducing heavy scripts and compressing images
Monthly results:
- Organic sessions: 3,150
- Organic leads: 55
- Calls from organic: 20
- Quote forms from organic: 35
- Keywords in top 10: 59
July 2025: 01 July 2025 to 31 July 2025
July was about content that answers “how fast” and “what do I need” questions, because those visitors convert well.
Work completed:
- Published supporting articles focused on urgent buyer needs:
- How fast can you get a certificate of insurance
- What impacts workers comp cost in Georgia
- Commercial auto basics for small fleets
- Cyber insurance basics for service businesses
- How fast can you get a certificate of insurance
- Improved CTAs across high traffic pages with clearer next steps
- Added a simple “What happens after you request a quote” section
Monthly results:
- Organic sessions: 3,520
- Organic leads: 63
- Calls from organic: 23
- Quote forms from organic: 40
- Keywords in top 10: 67
August 2025: 01 August 2025 to 31 August 2025
August consolidated wins and improved lead quality by aligning pages to the most common business types in their pipeline.
Work completed:
- Refreshed top service pages with better examples and clearer coverage limits language
- Added a lightweight resources section for documents needed for quotes
- Continued local authority work through relevant local listings and business groups
- CRO updates using heatmaps to remove friction above the form
Monthly results:
- Organic sessions: 3,850
- Organic leads: 70
- Calls from organic: 26
- Quote forms from organic: 44
- Keywords in top 10: 74
Before vs after proof:
To keep the comparison clean, we compare the first month of the campaign with the last month.
Comparison windows:
- Before: 03 March 2025 to 31 March 2025
- After: 01 August 2025 to 31 August 2025
Lead growth:
- Organic leads per month: 25 to 70
- Increase: 180%
- Calls from organic: 9 to 26
- Quote forms from organic: 16 to 44
Traffic growth:
- Organic sessions per month: 1,900 to 3,850
- Increase: 103%
- Search Console clicks: 620 to 1,420
- Search Console impressions: 48,900 to 112,600
Conversion improvement:
- Organic conversion rate: 1.32% to 1.82%
- Why this improved:
- Better match between search term and landing page
- Clearer CTAs and fewer distractions
- More trust proof near the quote action
- Better match between search term and landing page
Visibility growth:
- Keywords in top 10: 16 to 74
- Keywords in top 3: 4 to 18
- Non branded traffic grew because the agency started ranking for policy and industry searches, not only their brand name.
What we changed that actually produced more leads:
More pages alone do not create more inquiries. The changes that mattered were the ones that reduced confusion and built trust fast.
Here are the biggest lead drivers.
Clear service pages for each policy type:
We stopped forcing buyers to land on one general page. Each main policy type got its own focused page.
What we added on these pages:
- Simple coverage explanation in plain words
- Who needs it, with real business examples
- What affects pricing, without making promises
- Common mistakes that cause issues at claim time
- A short checklist of what to prepare for a quote
Industry pages that matched buyer intent:
Industry pages helped capture searches that usually convert better because the intent is clearer.
Examples of industry targeting we built:
- Contractors and trades
- Trucking and small fleets
- Professional services
- Cleaning companies
- Small manufacturers and distributors
On each industry page we included:
- Common risks in that industry
- Typical policies needed
- Add ons buyers forget
- What documents speed up quoting
Local SEO done in a clean way:
Even though insurance can be sold across a wider area, many buyers still look for a local agency they can call.
We improved local signals by:
- Updating Google Business Profile services and descriptions
- Posting updates regularly with real topics like certificates, renewals, audits
- Cleaning citations and inconsistent business info
- Adding local context naturally on key pages without stuffing
Stronger internal linking:
Insurance sites often hide key pages. We made sure the most valuable pages were easy for Google and users to reach.
Internal linking work included:
- Service pages linked from navigation and homepage sections
- Industry pages linked from related service pages
- Blog posts linked back to service pages with natural anchor text
- Footer links cleaned so important pages were not buried
Conversion work that removed friction:
A lot of visitors were ready to request a quote but hesitated because the form felt long or unclear.
We improved conversions with:
- Shorter form and clearer field labels
- A clear promise on response time that the team could meet
- A secondary option for people who prefer calling
- Trust blocks near the CTA:
- Licensing
- Review highlights
- Carrier relationships
- Privacy note about quote info
- Licensing
Lead quality notes from the team:
Lead volume increased, but the more important change was the quality of conversations.
The agency reported improvements like:
- More leads included business type and employee count, which speeds quoting
- More leads asked about certificates and contract requirements, which are real needs
- Fewer vague messages like “need insurance” with no details
- More calls from business owners during normal business hours, not late night spam
Tools used:
We kept the stack simple and used tools to make decisions, not just reports.
Tracking and reporting tools:
- Google Analytics 4: traffic, engagement, and conversion events
- Google Tag Manager: form submits, click to call, click to email tracking
- Looker Studio: monthly reporting dashboard for leads, pages, and queries
SEO and technical tools:
- Google Search Console: queries, pages, indexing, and click trends
- Ahrefs: keyword gaps, competitor research, link opportunities
- Screaming Frog: crawl audits, redirects, metadata, internal linking checks
- PageSpeed Insights and Lighthouse: speed and Core Web Vitals checks
Conversion and behavior tools:
- Microsoft Clarity: heatmaps and scroll depth to find friction
- Call tracking: to attribute calls from organic visits where available
Local tools:
- Google Business Profile: local presence and engagement signals
- Citation tools and manual checks: to keep listings consistent
Why this worked for a business insurance agency:
Insurance buyers are not looking for long articles when they are under pressure. They want a clear answer, proof you are real, and an easy way to request a quote.
This campaign worked because:
- We built pages that matched the exact search terms people use.
- We showed trust and clarity early on each page.
- We made the quote process easier and faster.
- We measured properly from day one and adjusted monthly.