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About Sure Insurance
Sure Insurance is an Australian-owned insurance provider offering a range of products including home, contents, car, landlord, and travel insurance. Known for its fair pricing and commitment to service, Sure Insurance approached Metrix to improve its digital marketing infrastructure and increase customer acquisition through its online channels.
Challenges
Despite offering competitive insurance products and excellent customer service, Sure Insurance faced several digital challenges that hindered its growth:
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Outdated Website – The existing site lacked modern UX/UI design, and wasn’t optimized for conversions or mobile responsiveness.
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Limited Digital Marketing Capability – The internal team lacked the experience and tools to run scalable SEO or email campaigns.
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Low Organic Visibility – Without a structured SEO strategy, the site failed to rank for high-intent insurance keywords.
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Poor Lead Capture – There were no systems in place to convert site visitors into qualified leads or nurture them over time.
Approach
Metrix implemented a strategic, multi-layered solution that focused on performance marketing, conversion optimization, and user-first design — all built to generate leads and increase revenue in a competitive insurance space.
Strategy & Execution
The project unfolded in four key pillars:
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Website Redesign – Built a clean, intuitive website focused on user journey clarity, trust signals, and high-impact CTAs. Integrated responsive design, gated offers, and fast-loading content.
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Conversion Funnels – Introduced gated content such as “Get Your Custom Quote” tools, and optimized conversion forms to build a high-quality lead database.
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Advanced SEO Strategy – Deployed keyword-focused content, structured data, internal linking improvements, and technical SEO enhancements to improve organic search rankings.
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Email Campaign Automation – Launched personalized, multi-step email journeys to engage leads based on interests, stage in the buyer’s journey, and past behavior.
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Competitive Content Positioning – Crafted tailored offers to outperform other insurers on price, service, and added value through targeted content marketing.
Outcomes
Sure Insurance emerged with a transformed digital engine — capable of attracting, converting, and nurturing customers at scale. The enhanced website experience and performance-driven marketing systems significantly elevated the brand’s positioning and sales growth.
Key Results
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Increase in website traffic from organic and paid sources
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Increase in conversion rate from redesigned quote forms
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Growth in qualified leads captured within the first 90 days
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