Case studiesInsurance
BCS Broking
Eleven years without a single decent website lead. Three months after relaunch, Google’s AI names them beside Aon and WTW.
Outcome
Enquiries in month one· From none at all in eleven years
Client
BCS Broking
Industry
Insurance
Region
AU
Engagement length
From none at all in eleven years
Services touched
- Web
- Search
01The challenge
A specialist broker the internet could not find.
BCS Broking place commercial insurance and surety bond facilities for Australian construction and mining companies turning over $20M and up. It is genuinely specialist work — contract works, professional indemnity, mining rehabilitation bonds, the kind of cover a CFO cannot buy off a comparison site.
Their website had not produced a single decent lead in eleven years.
The reasons were visible the moment you opened the admin. Fifteen pages in total, on a WordPress theme with a page builder layered over it. The front page had last been published in 2016. Policy pages carried no focus keyword and no meta description at all — the SEO plugin flagged red on page after page. There was one general Insurance page and one general Surety page, so a search for ‘mining rehabilitation bond’ or ‘civil construction insurance broker’ had nothing specific to land on.
For a business whose entire value is depth in a narrow field, the site said nothing a specialist would recognise.
Pages on the previous site
Against ~40 today — and a homepage last published in 2016
02The approach
One page for every question a CFO actually types.
We rebuilt the site around the structure of the market rather than the structure of the business.
Nineteen insurance verticals — mining and resources, civil construction, engineering, construction and infrastructure, financial lines and more — each with its own page. Eleven surety bond types, from performance and retention through to mining rehabilitation, again each with its own page. Comparison pages for the questions that come before the purchase: surety bonds versus bank guarantees, how a facility is actually structured.
The titles follow one deliberate pattern, because the searches do: [vertical] insurance broker Australia. Nothing clever, just the words a finance director uses.
Underneath it, a static build served from an edge cache rather than a database query per visit. The homepage answers in as little as 56 milliseconds and weighs 124KB.
An insights programme runs alongside the service pages — guides on bank guarantee alternatives, government contract requirements, mining rehabilitation obligations. Those articles turned out to matter more than anyone expected.
03The result
Named by Google’s AI, beside firms a thousand times their size.
Ten enquiries arrived in the first month, against none worth the name in the eleven years before it.
Worth being precise about what that means. BCS work to a minimum deal size, and most of those first enquiries sat under it — too small to take. A few were genuine opportunities. For a specialist broker, that is the honest shape of a first month: the site started producing inbound at all, and the next problem became qualifying it rather than finding it. Volume was never the goal; a business placing programs for $20M-plus contractors does not need ten leads a month, it needs the right ones.
The search results moved faster than anyone forecast. The site relaunched on 29 April 2026. Checked on 27 July, three months later:
For ‘surety bonds broker australia construction mining’, BCS hold the first organic result — and Google’s AI Overview, the answer box that now sits above every result, names BCS Broking first among the brokers it cites. Two of their own insights articles are cited as sources.
For ‘mining and resources insurance broker australia’, they sit fourth organically, and the AI Overview names them among ‘prominent firms including Aon, Coverforce, and BCS Broking’.
Aon is Australia’s largest insurance broker. WTW is among the largest surety brokers in the Pacific. Being named in the same sentence is a placement no budget buys — it is earned by having the most specific, most useful pages on the subject.
The deeper outcomes
Behind the headline metric.
- Named in Google’s AI Overview for both money searches, three months after launch
- First organic result for surety bonds broker Australia construction mining
- Two insights articles cited as AI Overview sources — the content programme earning the citations
- 19 insurance verticals and 11 surety bond types, each on its own page, against 15 pages total before
- 56ms time to first byte, 124KB homepage, statically prerendered and edge-cached
What's next
The immediate work is qualification rather than volume: the first month showed the site can produce enquiries, and that most of them sit under the deal size BCS can take. Tightening the pages and the ad targeting toward the contract sizes that fit is worth more than another ten enquiries. The insights programme is what earns the AI citations, so it keeps running — the questions a CFO asks before a purchase are the ones worth answering in public. The next measurement pass moves to a proper rank-tracking sweep across the full keyword set rather than spot checks, so movement is visible per query rather than per impression.
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