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www.castleford.com.au TRANS PACIFIC ASSURANCE CASE STUDY: WEBSITE BUILD AND LEAD GENERATION
www.castleford.com.au
TRANS PACIFIC ASSURANCE
CASE STUDY: WEBSITE BUILD AND LEAD GENERATION
2
P 03 | Opportunity
P 06 | Solution
P 11 | Results
P 14 | Resources
CONTENTS
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OPPORTUNITY
An introduction to Trans Pacific Assurance
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ABOUT TRANS PACIFIC ASSURANCE
Trans Pacific Assurance is a specialist insurance provider based in Papua New Guinea.
The firm’s MD, Christopher Giddings, prides himself and his company on demystifying the insurance business and building real,
lasting relationships with customers.
He believes that the people of PNG have traditionally got a bad deal from their insurance providers because the policies they
offer are dry, confusing and poorly explained. Christopher is committed to changing that experience.
Trans Pacific Assurance was founded in 2014 and now operates across a range of policy areas including property, healthcare,
motoring and business.
While the firm has built a good reputation in PNG and enjoys positive word-of-mouth advertising, Christopher was also keen to
leverage his digital presence to build trust with new and existing customers and generate leads for the business.
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GOALS
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12 3CONTACT
US
REQUEST FREE QUOTE
WHITEPAPERDOWNLOAD
When we first started working with Trans Pacific Assurance the priority was to help them revamp their website. It was vital that
Christopher had a modern, professional online presence to reassure new and existing customers, compete in organic search and
generate leads. The site we designed and built for them promotes goals for users at both ends of the sales funnel, it has dedicated
landing pages for each policy area and a blog that we’ve used to dramatically grow their search presence.
SOLUTION
Content marketing for Trans Pacific Assurance
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STRATEGISE, CREATE, AMPLIFY
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As well as an updated look and feel, Trans Pacific’s new site caters for users at different stages of the sales funnel. If they come to the
site looking for an insurance product they’ll find dedicated landing pages and prominent “Get a Quote” calls-to-action. If they’re still
in the research phase, they can find top-of-funnel content on the blog and downloadable whitepapers that allow Trans Pacific to
capture their lead information.
Once the site was built, we worked on content for the blog, from editorial pieces to infographics. The aim was to build out the site
and expand its keyword footprint beyond specific product keywords. Trans Pacific has also benefited from regular access to our
Content Strategy team. Our strategists created Trans Pacific’s rolling content plan and liaised with our creative teams to get it
implemented. They also provided regular advice to Christopher and his team on a range of digital marketing topics.
WEBSITE REBUILD
STRATEGIST SUPPORT
DOWNLOADABLE WHITEPAPERS
PREMIUM EDITORIAL
LANDING PAGES
WEBSITE REBUILD & LANDING PAGES
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A clean, modern website on a simple, open-source CMS not only supported our content marketing strategy
but also made it a lot easier for Christopher and his team to develop their broader digital presence. Like any
website, it’s constantly being tweaked and improved, but it’s a huge improvement on the old site in terms of
aesthetics, functionality and performance. Here is a before and after for comparison.
The building blocks for any new website are the landing pages. We started with product pages to make sure
users coming to the site ready to get a quote had background information on Trans Pacific and what it had
to offer. This was essential for building trust and supporting conversions.
WEBSITE REBUILD
LANDING PAGES
PREMIUM EDITORIAL & DOWNLOADABLE WHITEPAPERS
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Over time, we want to expand the landing pages beyond products and into some of the most popular topics
Trans Pacific’s audience is searching for. For now we’ve been using the blog to meet that demand. We’ve
used a mix of standard editorial posts, more in-depth articles using our content mapping process and
premium posts featuring infographics to help the site compete in search.
Ideally every visitor would request a free quote, but we wanted to make sure Trans Pacific was also catering
for users earlier on in the sales cycle. We’ve started work on some downloadable whitepapers to capture
leads from users not quite ready to commit to a free quote or getting in contact.
BLOG CREATION
STRATEGIST SUPPORT
PREMIUM EDITORIAL
DOWNLOADABLE WHITEPAPERS
STRATEGIST SUPPORT
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Christopher has a business to run and wants to be able to focus on doing that. The support offered by our
Strategy Team meant he could rely on us for support and advice across a range of digital marketing topics.
Our dedicated Content Strategist acted as the point person for his content marketing strategy, setting out
the plan and taking responsibility for getting it delivered.
STRATEGIST SUPPORT
RESULTS
Content marketing success for Trans Pacific Assurance
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WHAT THE NUMBERS SAID
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TRAFFIC
Quarter-to-quarter increase in organic search traffic after the new site had been live for 12
months
26%
SEARCH
Page one rankings for key search terms
such as “home insurance PNG” and
“motor insurance PNG”
#1
LANDING PAGES
Average quarter-to-quarter
increase in page views on key
landing pages after new site had been live for 12 months
70%
LEADS
New leads generated by the site since it was
re-launched
30+
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WHAT THE CLIENT SAID
“As a new company we did not have the resources in-house. We required a company that could assist us to bring us into the ‘digital sphere’, when reviewing various organisations and when talking with them it was soon discovered that we required to do some further homework.
“We found Castleford and held our initial meeting and soon felt that yes, this is a company that we could partner with for the long term. It was very important to us that Castleford understood not only our business by the demographics of where we operated and the lack of insurance awareness within the population at large.
“Castleford have developed our web site, assisting in the writing of articles for our blog and overall are growing in the knowledge of our business and developing methodologies to move our company forward in the digital age. We look forward to developing our relationship further as we grow to reach our desired goals.”
Christopher GiddingsManaging Director at Trans Pacific Assurance
RESOURCES
Downloadable whitepapers on topics covered by this Case Study
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WHITEPAPERS
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This is a selection of Whitepapers based
on the topics covered in this Report.
Blogging Whitepaper
Downloadable Content Whitepaper
Facebook Marketing Whitepaper
Landing Pages Whitepaper
Google Analytics Whitepaper
Infographic Marketing Whitepaper
Website Rebuilds Whitepaper
Website User Experience Whitepaper
16www.castleford.com.au
We are Castleford: an experienced, creative, full-service content marketing agency working with a broad range of clients in Australia and New Zealand.
Sydney, Australia
333 George Street, Sydney, NSW 2000 +61 2 8973 1908
Auckland, New Zealand
19 Victoria Street WestAuckland, 1010+64 9 951 6469
ABOUT US
