Case study · Insurance comparison
Compare Van Insurance. Built for speed, found for everything.
A van insurance comparison site competing with household names on search, which made this comparison website build as much about speed and structure as about design. Every page was built by hand to a performance budget, the quote journey was coded to feed a panel of UK insurers, and the content was planned to rank for the cover types van drivers actually search for.
- Client
- Compare Van Insurance comparevaninsurance.com
- Sector
- Van insurance comparison
- Services
- Web design, SEO, custom development
- Audience
- UK van drivers: tradespeople, couriers, hauliers and private owners
A comparison site lives or dies on two things: being found, and being fast. There is no shop window and no passing trade, so the site had to earn every visit through search, in a market where the generic terms are owned by national brands with enormous budgets.
The brief was a complete build: a site that loads instantly, ranks for the specific cover types and questions the big players neglect, and hands the visitor into a quote journey without friction. That meant building it properly, not assembling it from a theme.
The approach.
Hand-built pages, a custom quote hand-off and content planned around search.
Build it from the ground up, to a performance budget.
No page builder, no theme, no plugins. The pages are hand-coded with only what they need, images sized for the screen they appear on, and nothing loading that is not earning its place. Speed is designed in from the first template, which is the only way to keep a content-heavy site fast.
- Hand-coded templates with a performance budget
- Images and fonts optimised for every device
- Core Web Vitals passed on every page type
Code the quote journey, don’t just link to it.
The site earns through an affiliate panel of insurers, so the moment a visitor decides to get a quote is the moment that matters. The registration look-up and quote inputs were custom coded to pass the visitor’s details into the partner’s comparison journey cleanly, so nobody starts again on the next screen, and every hand-off is measured.
- Registration look-up and quote inputs built by hand
- Clean hand-off into the insurer panel’s journey
- Tracked so pages can be judged on quotes, not visits
Plan the content to rank where the big brands don’t.
Van drivers search for their situation: courier insurance, goods in transit, any-driver cover, convicted drivers, fleet, campervans. Each became a page with one topic, written to answer the question completely, supported by guides on the things van owners worry about. The structure is the SEO strategy, and it compounds as each guide strengthens the pages around it.
- A page per cover type, written properly
- Guides for the questions drivers ask
- Structured data, internal linking and clean technical foundations
What was delivered.
- Full website buildDesign, hand-coded templates and content pages, built to a performance budget from day one.
- Speed optimisationLean code, optimised images and fonts, caching and compression. Fast on a phone on a weak signal.
- Custom quote inputsRegistration look-up and quote form coded to feed the affiliate insurer panel without friction.
- SEO structureOne topic per page across cover types, levels of cover and pricing factors, with a keyword map behind it.
- Guides and contentPlain-English articles on van ownership, security, scams and the costs that drivers actually search for.
- Technical SEOTitles, descriptions, structured data, sitemaps, redirects and Search Console from launch.
- MeasurementQuote hand-offs tracked by page, so the site is run on what earns rather than what gets visits.
- AccessibilityReadable contrast, keyboard-friendly forms and descriptive images throughout.
- Ongoing SEOContent and technical work continuing after launch to keep extending visibility.
The result.
A comparison site that competes on the things an independent can win.
Pages that load in a fraction of a second and rank for the specific searches that the national comparison brands leave alone, with a quote journey that carries the visitor through without losing them.
Because the structure was planned before a line was written, each new guide strengthens the site rather than diluting it. It is built to compound.
How I approach SEOServices used on this project.
Web Design
Bespoke, responsive websites designed around your customers and what you want them to do.
Learn more about web designSoftware Development
Custom web tools, WordPress plugins and integrations when a standard site isn’t enough.
Learn more about software developmentA site that has to earn its traffic?
Tell me the searches you want to win and how the site makes its money. Whether it is a comparison website build or something simpler, I’ll outline how I would make it fast and found.
- 1You send a few lines.What the business does and what the website needs to do.
- 2I reply, personally.Usually the same day, with questions and a time for a call.
- 3You get a written proposal.Scope, stages and price for exactly that. No obligation, no hard sell.
Monday to Sunday, 9am to 9pm. You talk to me, not an account manager.