By addressing the needs of their audience through a platform designed for growth, this family of independent insurance agencies is able to stand out in a highly competitive industry. In this case study we share how one family business goes back to their customer service roots to drive growth in the digital age.
In 35 years, DVA Insurance has grown from a single, two-man shop in East Detroit, to a family of agencies employing more than 35 people over four locations throughout Metro Detroit. Very active in their local communities, DVA credits its family business values for their previous success and leans on it for continued growth.
John Vandenbossche kicked things into motion after purchasing the R.W. Davis Agency in 1979. He was soon joined by Lisa Anderson, now partner at DVA, and it remained just them for many of the early years. After acquiring two other agencies, John’s son Jonathan joined DVA in 2002, and Lisa’s son Chris joined soon after. In 2013 DVA opened their first scratch agency in New Baltimore.
Our collaboration with DVA kicked off in 2015 when Jonathan Vandenbossche, now VP of Sales & Marketing, reached out to us about their dated online presence. We rebuilt their agency website from the ground up putting the DVA brand at its core; a website that laid the groundwork for them to build on as they grow. In 2016 we led a content marketing campaign that would catapult DVA to a league of its own online.
From the very first meeting Cam got a feel for what we were looking for and lead us right to our goal. We now have a fresh look that is unprecedented in our industry. The website is built on a platform that gives us the level of control we were hoping for and provides great groundwork for us to build on as we grow. It is really something that beat all our expectations.
Jonathan had many issues with DVA’s previous website. Above all else, it was not producing. Production is a big deal in the insurance industry and an underperforming website wasn’t going to cut it. Our redesign focused on DVA’s family of agencies and the incredible teams that power them. We created online questionnaires for the DVA team to fill out before compiling them into biographies. We followed best practices regarding Local SEO and setup individual landing pages for each agency location. Each agency page includes all the contact information, the team members that work there and a short description. Through the use of schema.org markup, Google is able to recognize and index all of this information and return it in search results.
The Digital Strategy
Frequently asked questions from a business standpoint is content marketing gold. I’m not talking about a website page titled, “FAQs”. I’m talking about the actual questions frequently asked of a business. It turns out that people have a lot of questions. After our initial discussion of goals this next phase would aim to achieve, we sat down with DVA producers and customer service reps. They’re on the phone all day with customers and after only a little digging, we compiled a list of questions and prioritized them based on frequency and amount of current information available online.
Matching questions with bullet points from the expert team at DVA, we drafted a series of articles all answering specific questions about watercraft insurance; dubbed the Watercraft Insurance Series. The results… DVA holds the top search result for multiple watercraft related search terms and has first page results on another 20 search terms.
The work detailed above was DVA’s first steps in the digital direction. Jonathan needed our work together to prove fruitful in order to more heavily rely on digital for future growth.