InsureBC: Redesigning the Digital Front Door for BC's Largest Broker Network
How DigiiMark redesigned the Webflow website for BC's largest independently owned insurance broker network — a 100+ office, 600,000-customer operation — modernizing the experience while preserving a 6,700+ keyword footprint through migration and securing top-5 rankings across the majority of residential insurance keywords.
Client
InsureBC
About InsureBC
InsureBC is British Columbia's largest independently owned insurance broker network. Founded in 1988 (originally The Intercity Group), it has grown to 100+ locations serving more than 600,000 customers annually, with 700+ employees and over $440M in annual revenue. Its member offices — including AC&D, Harris & Leib, Air1, Poco, and dozens of others — span the full range of personal and commercial insurance: home, auto (ICBC Autoplan), business, condo, tenant, travel, life, and boat. InsureBC is the digital and operational backbone for an enormous, distributed brokerage network.
The Challenge
A network this large carries a particular kind of digital challenge: scale and complexity. The existing website served as the central hub for a 100+ office network and hundreds of thousands of customers, but it had aged and no longer reflected InsureBC's standing as the province's leading broker group. Redesigning a site at this scale carries real risk: InsureBC was already ranking for 5,000+ keywords and pulling close to 10,000 organic visitors a month, and a botched migration could wipe out years of accumulated search equity overnight.
Key Challenges We Conquered
Aging flagship experience
The central hub for a 100+ office network no longer reflected InsureBC's standing as BC's largest broker group, and the design needed to match a modern, trust-first insurance buyer journey.
Hard-to-navigate breadth
The architecture made it difficult for 600,000+ annual customers to navigate the full range of products and office locations.
Search equity at risk
With 5,000+ keywords and nearly 10,000 monthly organic visitors already earned, broken redirects or lost URLs could deindex pages and erase years of search equity.
Tools & Platforms Used
Best-in-class tools selected specifically for this project's requirements.
The Results
Top 5
Rankings Across Most Residential Keywords
Page-one dominance in the most competitive, highest-volume consumer insurance category.
20,000+
Peak Monthly Organic Visitors
The redesigned site more than doubled peak organic traffic versus its starting baseline.
6,700+
Ranking Keywords Maintained & Grown
A full redesign with +23% keyword growth and no SEO loss during migration.
$110K+
Peak Monthly Organic Traffic Value
The equivalent ad spend it would take to buy that organic traffic at its peak.
100+
Offices Served
A modern experience and scalable architecture befitting a network serving 600,000+ customers.
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