AC&D Insurance: Tripling Organic Traffic for a 55-Year-Old BC Brokerage
How a legacy Coquitlam insurance brokerage went from an outdated brochure site to +216% organic traffic, +189% ranking keywords, and a multi-product lead capture system routing every inquiry straight to the right broker via Microsoft Teams — every search gain earned organically, zero ad spend.
Client
AC&D Insurance
About AC&D Insurance
AC&D Insurance (Archibald, Clarke & Defieux) has been part of British Columbia's insurance landscape since 1969. As a Coquitlam-based brokerage in the InsureBC Group network, they work with 20+ insurance carriers — including unique placement facilities with Lloyd's of London — to cover everything from home and auto to business, life, marine, contractor, and specialty event lines. With 45+ staff across five BC offices, they're a long-tenured brokerage that wins on relationships and reputation. The problem was that none of that legacy was showing up in search, and none of the inbound interest they did receive online was being captured efficiently.
The Challenge
By 2024, AC&D's digital presence had quietly fallen behind the business itself. The existing website was a static, outdated brochure with thin, one-size-fits-all content. When the engagement started, the domain was ranking for fewer than 50 keywords and pulling roughly 60 organic visits a month — numbers that didn't reflect a brokerage with 1 offices and one of the broadest carrier panels in the region. On top of that, lead capture was effectively non-existent: a single generic contact form covered every product line, with no routing and no structured quote pipeline.
Key Challenges We Conquered
Outdated brochure site
A static site built for a different era of search, with thin generic content and no dedicated architecture for the brokerage's actual range of services.
Near-invisible in local search
High-intent searches like "home insurance Coquitlam" and "contractor insurance BC" flowed to competitors; the domain ranked for fewer than 50 keywords and ~60 visits a month.
No structured lead capture
One generic form covered every product line, leads weren't routed to the right broker, and there was no online quote pipeline for any of the 10+ products AC&D sells.
Tools & Platforms Used
Best-in-class tools selected specifically for this project's requirements.
The Results
+216%
Organic Traffic Growth
Monthly organic sessions grew from 62 to 196 (peaked at 203) — every gain earned organically, zero ad spend.
+189%
Ranking Keywords
Ranking keywords grew from 47 to 136, peaking at 225 across high-intent local insurance terms.
5.3x
Organic Traffic Value
Earned traffic value grew from $220 to $1,159/month — the equivalent ad spend to buy the same traffic.
10+
Product-Specific Lead Funnels
Dedicated forms for home, auto, business, tenant, condo, boat, life, travel, contractor and more, each auto-routed to the right broker via Microsoft Teams.
Zero
Manual Lead Triage
Structured, product-tagged leads now land in Teams in real time — no re-keying, no manual sorting.
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