Fraud Blocker
Case Study


The UK’s leading specialist broker of building warranties and construction insurance, Buildsafe are a client-led team of experts who take the stress out of searching for building warranty products by offering an independent, clear view on the market.

Visit Buildsafe Website
buildsafe screenshot


Buildsafe provide a range of insurance solutions that allow property developers to overcome a number of hurdles for projects. They have over 40 years’ of experience in the property sector, and are the largest specialist broker of building warranties. All Buildsafe warranties are recognised by the Council of Mortgage Lenders and are accepted by all high-street banks.

Their consultants specialise in finding bespoke solutions for building project needs and work to provide the best independent advice possible. They regularly work with developers on project values ranging from £200,000 to £100,000,000, and their team have a wealth of experience in all types of development projects.

Buildsafe see their role as an independent advisor, who reviews the merits of each policy to help their clients make well-informed comparisons. They also save you time in procuring quotes, analysing and comparing quotes, and negotiating the commercials.

Their key objective was to establish strong organic search-engine visibility to acquire new clients and business opportunities, to ultimately drive sustainable growth and reduce reliance on pay-per-click.

After deciding not to renew a contract with an existing partner, they chose e-innovate to take their SEO forward. Based on an analysis of their website and previous digital campaigns, our recommendation was to:

  • prioritise the redevelopment of their website – improving the look/feel and performance, as well as ensuring on-page technical compliance.
  • establish a digital optimisation programme – attracting new prospects looking for building warranties and construction insurance, we produced a digital strategy and optimised the website for maximum search engine visibility.
  • build authority and trust – produce content and build high-quality links to boost authority and trust in the search engine.

The Results

(12mo Key Stats)

Organic Search


increase in new users to the website


increase in monthly sessions on the site



increase in keywords positioned 1-3 in Google


high-traffic high-competition keywords in top 3 of Google



decrease in cost per lead


links and guest posts published

The Context & Challenge

Prior to e-innovate’s involvement, the company had been doing SEO in-house, but without any real strategy behind the execution of work. With pay-per-click costs increasing, the company knew that it was important to open up other channels for generating new business leads

The e-innovate team devised a digital strategy and keyword optimised the website to ensure it was search engine compliant. We undertook the following activities:

  • A complete website overhaul to improve the interface, user experience and performance of the website.
  • On-page optimisation with clear keyword mapping to ensure maximum visibility in Google search results.
  • Cleaning up the company’s backlink profile and devising a robust link building strategy that would provide sustainable long-term organic growth and improved web visibility.
  • An ongoing content strategy to continously freshen up the website, and build authority and trust for the website in the search engine.
Buildsafe mockup

What We Did

Strategy and User Research

Website Design and Prototyping

Flexible & Scalable Architecture

Analytics and Optimisation

Back-End Systems Integration

Ongoing Search Engine Optimisation

The Process & Insight

health score image

On-page optimisation

Along with a full website redesign and robust on-page optimisation, our strategy looked at the target audience search keyword landscape. We conducted an audit into the terms our prospective clients were using to find similar services. Identifying high volume search opportunities fuelled our recommended website structure and optimisation of pages which enabled us to rank for the specific keywords, driving relevant traffic to the website.

Link-building and articles

Our focus was on executing a WordPress-based platform, enhanced with API integration. This integration was crucial in managing numerous API feeds, which efficiently fed data from various sources, ensuring real-time updates in sync with the company’s CRM systems. To optimise performance, we meticulously set up Cloudflare DNS and implemented image optimisation and compression techniques. This approach guaranteed a seamless, high-performance website, capable of handling dynamic data with agility and precision.

Key Deliverables Achieved

Increase organic traffic to ultimately generate more leads and sales for the business from organic search.

Acquire leads through organic search more cost-effectively than through current methods of pay-per-click advertising.

Become a trustworthy and authoritative source in search engine results for niche relevant keywords and phrases.