Paying for Care: Design & Build

Agency: Pancentric Digital

Pancentric Digital explain how they worked with Paying For Care to launch the brand and a support portal

The challenge

To create a new consumer brand and support portal aimed at people looking for advice on how to finance long term care – and then generating leads for annuities. There was significant pressure to ‘get-to-market’ fast with this brief. The consumer research, branding work and initial portal was delivered in 10 weeks.

Our approach

The brand had zero web authority so we had to buy traffic in the initial phases. Pay-per-click dominated our first six months of activity as slower burn SEO measures started to do their work. Our focus was on best converting and most relevant keywords, using learnings from PPC in our SEO strategy and vice versa. Over time we balanced paid and unpaid search, dialling down PPC expenditure as natural search rankings improved.

Onsite conversion tools included expert blog, ask a question, cost-of-care calculator widgets, case study and advice videos, live chat – one of our most effective devices – and find a specialist financial adviser.

The results

  • No.1 position on key terms
  • 17.2% conversion rate
  • £0.85 average cost-per-click

“I am delighted with our choice of agency,” says Chris Horlick, MD of Care Solutions, Partnership.  “Pancentric has delivered excellent service, value for money and creative solutions based on a good understanding of our strategy. Account management has been excellent.”

Paying for Care: Design & Build