Hull Maynard Hersey Insurance Agency
About
Hull Maynard Hersey Insurance Agency (HMH) is a well-established provider specializing in both personal and commercial insurance solutions, including home, auto, life, business property, workers’ comp, and umbrella insurance. Known for its adaptability to client needs, HMH offers specialized policies like boat or motorcycle insurance, seamlessly integrating them with standard policies. With deep roots in Rutland and Woodstock, Vermont, HMH serves a broad clientele across New Hampshire, New York, Massachusetts, and Maine.
Discovery
The Challenge
HMH’s website was severely outdated, not mobile-responsive, and lacked basic SEO, resulting in negligible search exposure. The site’s rigid structure did not allow for any edits or updates without external help, increasing maintenance costs and limiting flexibility. Crucially, the absence of lead capture forms curtailed their ability to gather information from potential clients directly through the website. Additionally, the lack of a Google Business Page for their Rutland location and zero Google reviews placed them at a disadvantage against local competitors, impacting their organic growth and local reputation.
The Goals
The redesign of the HMH website aimed to clearly articulate the range of insurance services offered and underscore the exceptional customer service of this independent agency. Key goals included:
- Implementing multiple lead capture forms to facilitate information gathering and improve lead generation efficiency.
- Enhancing foundational and local SEO to boost search visibility and local map pack presence.
- Establishing mechanisms to accumulate customer reviews, thereby improving online reputation.
Website and Navigation Redesign
The website was completely overhauled to ensure users can easily access information or request quotes with minimal clicks. Dedicated pages for each insurance program simplify navigation and improve user satisfaction, with multiple service pages optimized for local SEO.
Mobile Responsive
The HMH website was built to be fully mobile responsive, delivering a seamless experience across all devices. Visitors can easily navigate services, read content, and submit quote requests from smartphones, tablets, or desktops, supporting today’s mobile-first users and improving engagement.
Iconography
Created a unique set of custom icons for various insurance programs, enhancing the website’s visual appeal and helping differentiate between services, contributing to a unique and cohesive aesthetic.
Content Production
Comprehensive buyer persona and keyword research led to the creation of optimized content for every page, enhancing relevance and search visibility. Regular posting of blogs keeps the content fresh and engages with current industry trends and news.
Innovative Features
Custom forms for each insurance program were developed, with mechanisms to track conversion rates, informing HMH of their most popular offerings and streamlining lead management. All leads are now integrated directly into HMH’s CRM for efficient follow-up.
SEO Success
HMH wanted to increase their online presence by ranking for multiple keywords and optimizing technical SEO. The main focus was on improving HMH’s search rankings and search terms related to their industry. Our Local SEO strategies have significantly increased HMH’s exposure, leading to an upsurge in leads and business.
Local Search Rank
Our efforts have consistently ranked them at the top for high-volume keywords including “home insurance,” “insurance agents near me,” “home insurance agency,” “insurance agent,” “car and motor insurance agency,” “life insurance agency,” “best health insurance,” “house insurance,” “best homeowners insurance,” “car insurance near me,” “insurance company,” “insurance agency Rutland,” “insurance company Rutland,” “auto insurance near me,” and “vehicle insurance companies.”
Continued Growth
HMH’s average local search position has significantly improved, with notable gains in rankings. Our ongoing efforts consistently boost their performance across multiple keywords each month, increasing visibility and driving business growth — even during traditionally slow periods like March. To track this progress, we utilized a local SEO heatmap, offering real-time insights into rankings across nearby locations. This powerful tool not only highlights growth but also identifies new opportunities to dominate the local market.
Results and Impact
Increased Engagement
The project led to a 345% increase in lead generation within six months of launch. The establishment of a Google Business Profile for Rutland, Vermont, significantly increased phone calls, clicks, and direction requests.
Enhanced Online Reputation
A structured review management approach resulted in 59 new 5-star reviews in just three months, solidifying HMH’s reputation as a top choice in the region.
Nate and his team do such a great job with designing and monitoring our website. They are diligent in providing feedback on how well the website is preforming. Nate is always there for questions or changes. Great local company!
Jill Maynard Nolan
President
