£3,700 returned for every £100 invested.
A case study in SEO ROI.
Morgan Clark is a leading loss assessor, helping policyholders navigate complex insurance claims and secure fair settlements after damage to their home or property.
Morgan Clark operates in a category where intent is high, but awareness is low. Most people don’t know what a loss assessor is until they are already dealing with a stressful insurance claim.
That creates a difficult search landscape. Core service-led keywords have relatively limited search volume, while the wider SERPs are crowded with insurers, publishers and comparison sites with far bigger budgets and broader visibility.
At the same time, Morgan Clark was heavily reliant on PPC for enquiries, leaving performance exposed to rising costs and sudden spikes in competition during periods of increased claim activity.
The challenge: Build a long-term SEO strategy that would reduce reliance on paid search, increase qualified enquiries, and position Morgan Clark more visibly across the full customer journey - from early claim concerns through to choosing expert support.
The challenge.
The results.
Over the course of the campaign, SEO has delivered a 3,676% ROI - equivalent to around £3,700 returned for every £100 invested.
More importantly, performance strengthened year after year. That compounding impact came from building the right foundations early, then continually refining the strategy based on user needs, search intent and real business outcomes.
Our approach.
1. Built a strategy around the real customer journey
Rather than focusing only on obvious service keywords, we mapped SEO activity around how people actually experience insurance claims.
That meant understanding the questions, concerns and pain points people have before they ever search for “loss assessor” - and building visibility around those moments. The result was a strategy designed not just to capture demand, but to meet it earlier and more effectively.
2. Created content around real-world claim scenarios
We developed content based on the situations people actually face: leaks, fires, storm damage, under-settlement, delays, rejected claims and disputes.
This made Morgan Clark visible for the language people naturally use when trying to understand what has happened, what their rights are, and what to do next, not just when they are already ready to enquire.
3. Matched content to intent across the funnel
We built a structure that aligned different page types to different stages of intent, helping users move naturally from uncertainty to action.
This included:
Educational content to explain claims processes, common issues and next steps
Commercial pages to show where a loss assessor adds value and how Morgan Clark can help
Local and service pages to create clearer routes to enquiry based on need and location
This made the site more useful for users and clearer for search engines.
4. Strengthened the foundations for long-term growth
Alongside content strategy, we improved internal linking, resolved technical issues and supported growth with organic link acquisition built around genuinely useful content.
That work helped strengthen the site’s authority over time, allowing results to build year on year rather than plateau after short-term gains.
This was not a keyword-first SEO campaign. It was a user-first strategy built around empathy, search intent and long-term business goals.
By understanding what people are going through, what they need to know, and how they search in high-stress situations, we helped Morgan Clark become more visible at the moments that matter most, and turn that visibility into sustainable commercial return.
Why it worked.
“Bound has been an integral part of our marketing team for many years and has developed a deep understanding of our business and the challenging industry we operate in.
Without their guidance, we would not be achieving the visibility - and, as a result, the enquiries and new business - that we do. They consistently go above and beyond to make sure we are covering all angles with our SEO, and provide honest, robust feedback when we need to change direction and try something new.
I hope to continue working with Bound for many more years to come and would recommend them to anyone looking for experienced, effective SEO support.”
Lindsey Knuckey, Sales & Marketing Manager at Morgan Clark
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