First Heritage Insurance Agency, a Melville agency serving Nassau and Suffolk families and businesses since 2003, had a 22-page website with no SEO foundation; four months after we rebuilt it, the site had 190 indexable pages, 168 ranking keywords and more than 100 calls a month.
First Heritage is a Long Island insurance agency in Melville, NY, serving businesses and families across Nassau and Suffolk Counties since 2003. It writes with Travelers, Plymouth Rock, Progressive, GEICO and other major carriers. It needed a digital presence that produced real leads, not only a site that looked good. What we found in the first audit:
An agency selling auto, home, business and captive insurance across Long Island had most of its services and service areas with no page at all.
The domain's pages were showing up in searches and almost nobody was clicking. Titles and descriptions were doing none of the selling.
No service hubs, no location pages, no blog. Each insurance line was missing or buried on one generic page.
No schema markup anywhere: no LocalBusiness, Service, FAQPage or BreadcrumbList. Google had very little to work with.
No location pages and no targeting for the Nassau and Suffolk towns where the agency's clients actually live and work.
Our click-through audit projected $118,248 in annual traffic value lost to unoptimized titles and descriptions alone. That is an estimate from the audit, not revenue.
A full web design rebuild first, then content silos in priority order, with technical work running alongside and the Google Business Profile worked from day one. Pick a phase.
We rebuilt the site from its 22 pages into a clean, modern design built to turn visitors into calls. We mapped 46 services across 4 categories in the Google Business Profile, deployed schema markup on 11 pages, and built 5 customer avatars that every later content decision was checked against.
We mapped the full silo structure across 6 insurance verticals, identified every missing page, and wrote a 12-month roadmap with 165 pages planned, delivered as monthly documents with page specs. Then we launched the commercial auto silo: 113 subpages covering each vehicle type and use.
We built location pages for Long Island towns, launched the agency's insurance insights blog, identified 30 specific backlink opportunities, and built a 52-week Google Business Profile posting schedule as a CSV ready to upload to GoHighLevel.
By month 4 the site had 190 indexable pages live, 168 ranking keywords, and two keywords that jumped more than 100 positions to #1 for Long Island insurance terms. First-time callers reached 77 in a single month, growing 12% month over month.
This was a full rebuild of the agency's presence in search, not a monthly checklist. Where the 168 new pages went:
Call tracking shows the climb month by month. Calls are the number an agency owner cares about most, so they lead the report.
Months 1 to 3 show first-time callers; month 4 shows total calls. Months 1 and 2 are approximate, as reported. Source: call tracking data.
The agency's close rate is not in this report, so here is the ROI math from the original case study, labeled as an estimate. If the agency closes 10% of 100+ monthly calls at an average $2,000 annual premium, that is $20,000 a month in new business from organic search. Swap in your own close rate and average premium before you rely on it.
Insurance is a crowded local category on Long Island. These terms went from unranked, or buried past position 100, to page one. Before the work the agency held no #1 rankings; now it holds two.
We can't say enough great things about Design ME Marketing! They completely redesigned our website, giving it a clean, modern, and professional look that perfectly reflects who we are. Their marketing strategy has been a huge success. They've helped us boost our online visibility, improve our SEO, and generate real leads. Most importantly, the entire team is responsive, personable, and truly invested in our success. It feels like they're an extension of our own team.
Insurance agencies, law firms, medical practices and contractors share the same problem First Heritage had: many services, many towns, and a website with room for a fraction of them.
22 pages cannot represent auto, home, business and captive insurance across two counties. The commercial auto silo alone needed 113 pages to cover the vehicle types and uses people search for.
A 0.18% click-through rate means Google is already showing you and people are skipping you. Rewriting titles and descriptions wins clicks from searches you already appear in.
165 pages planned over 12 months, silos built in priority order, every page specified before it was written. A plan like that is how 168 new pages go live in four months without losing the thread.
This is the same process behind all of our SEO work. See results from other industries in our success stories.
All metrics verified via Google Search Console, Screaming Frog, and call tracking data. Managed by Design ME Marketing.
We will count your indexable pages, check how your listings look in search, and show you which services and towns have no page competing for them. Then you decide what to do with it. Prefer email? Write to john@designmemarketing.com.
