Challenge
AXA Business Insurance needed to increase on-site engagement and drive product sales in a highly competitive, price-sensitive market. An audit revealed that while some strong content existed, the site lacked the depth and structure required to attract high-intent search traffic or influence conversions effectively. Content was not fully aligned with user search behaviour, product demand, or the real-world challenges facing business owners. The opportunity: create a customer-first content strategy to boost organic visibility, strengthen engagement, and convert more visitors into policyholders.
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Solution
Equator developed a structured, insight-led content strategy designed to attract, educate, and convert.
- Analysed audience search behaviour across product categories
- Mapped insurance demand against lifestyle and business trends
- Identified content gaps across key product journeys
- Created long-form, SEO-optimised articles targeting high-intent queries
- Developed interactive ‘hero’ tools to increase engagement
- Launched targeted outreach campaigns to expand reach and authority
- Delivered targeted outreach to grow authority and reach
- Enhanced product pages with clearer, more persuasive messaging
Campaigns such as “Top 10 Tenant Truths” repositioned AXA as a trusted partner to landlords — evolving the brand from transactional insurer to practical business support partner.
Results
108% year-on-year increase in Landlord revenue
159% increase in van insurance sales
57% increase in business insurance sales
75% increase in revenue from organic search
26% uplift in organic and direct traffic
The strategy won Best Financial Services SEO Campaign and SEO Strategy of the Year at The Drum Awards.
Outcome
AXA transformed its website into a high-performing organic acquisition engine, delivering sustained revenue growth, stronger engagement, and award-winning brand differentiation through value-led content.