Building Zachry Insurance’s search presence from scratch

PROGRESS UPDATE / NOVEMBER 5, 2026

More organic visits and stronger mortgage-calculator rankings

Analytics recorded 20 Organic Search sessions, up from 14 in the previous equal period. The mortgage calculator also gained ground in Google Search. Across the whole site, impressions declined and average position worsened slightly, so the page-level improvement sits within a mixed overall result.

Lower average position is better. GA4 is filtered to the public Zachry Insurance hostnames. These windows overlap the original baseline; their figures should not be added to it.

A useful gain for the mortgage calculator

The mortgage calculator improved from an average position of 45.3 to 25.2, with impressions rising from 292 to 305. It received one search click in each period. For the specific query “mortgage life insurance calculator,” average position improved from 29.6 to 16.4 and impressions rose from 26 to 97, with no recorded clicks for that query in either period.

This makes the calculator a focused candidate for further content and search-appearance improvements. Page averages and query averages describe different slices of the report, and the gains do not establish that any one edit caused them.

Keep the remaining gaps visible

The parents article received 1,322 impressions and no clicks, with an average position of 57.9 in the latest period. It was updated October 18, so this window includes time before and after that update. A later complete period will provide a more useful follow-up.

The eight recorded GA4 key events in the latest window include seven historical About-page events on October 6 and 12, before the October 15 measurement cleanup, and one generate_lead event on October 15. That lead event falls on the date of the documented controlled test. It has not been reconciled to a new customer inquiry, so this update makes no claim of verified lead or customer growth.

Make a complicated service easier to approach

Life insurance brings people to a website with different questions. A new parent may be thinking about protecting their family. Someone reviewing an existing policy may need help understanding what they already have. A prospective agent needs a different kind of information altogether.

Zachry Insurance needed a recognizable brand and a website that could serve those needs clearly. My role through Renatus covered the brand, custom website, educational content, guided coverage tools, inquiry forms, recruiting path, and analytics setup.

The goal was to give visitors a useful starting point and make their next conversation with the business easier.

Connect education, useful tools, and the next step

The website leads with the Zachry Insurance wordmark, supported by navy accents, serif headings, and a warm, light background. I recommended making the company name the centerpiece of the identity. Read the brand story for the thinking behind that choice. The wider build connects four parts of the customer and agent experience:

01 Educational content

Pages on life insurance for parents, term coverage, and other planning questions give visitors context before they contact an agent.

02 Guided coverage tools

The Policy Decoder, Parent Coverage Wizard, AI Coverage Interview, and Final Expense Planner help visitors organize their questions and needs.

03 Structured inquiries

Contact and policy-review forms collect information in a consistent format for follow-up, with a clear confirmation after a successful submission.

04 A separate recruiting path

Career information and agent applications give prospective agents their own route through the site, separate from customer coverage requests.

Search foundations and analytics support those journeys. The business can see where its content appears, how visitors use the site, and whether the inquiry workflow is being measured as intended.

The site is earning search exposure and receiving visits

From June 23 through October 13, 2026, Google Search Console recorded 6,160 impressions and 65 clicks. Its reported click-through rate was 1.06%, with an average position of 47.3.

For the same period, GA4 recorded 312 sessions from 121 active users on the production website, with 677 page views. Of those sessions, 128 were attributed to Organic Search: 127 to Google and one to Bing.

GA4 also recorded 166 engaged sessions and a 53.21% engagement rate. These describe recorded site activity; they are not counts of prospective customers. The 128 Organic Search sessions are part of the 312 total sessions, and they should not be added to the 65 Search Console clicks.

Average position improved while clicks declined

This comparison from the October 15 audit is retained as part of the original baseline. The two 28-day periods give a more mixed picture than a single headline number.

The property’s reported average position improved by about 15.3 positions. At the same time, impressions fell from 2,529 to 2,396 and clicks fell from 15 to 11.

That gives us a reason to investigate which pages and searches are changing. It does not establish that every keyword improved or that recent SEO work increased traffic. For this project, better average position is one signal to watch alongside clicks and inquiries.

Educational pages are appearing, but clicks are concentrated on the homepage

The page-level report shows where Google exposure is developing. The parents article received the most impressions among these pages, while the homepage received most recorded clicks.

Page totals can differ from property totals. These rows should not be added to reconstruct the headline results.

The parents article’s 3,133 impressions show exposure, but it had no recorded Google Search clicks in this period. That makes it a candidate for closer review of search intent, content, titles, and search appearance. Licensing and careers visibility also need their own interpretation: interest from future agents is different from insurance-customer demand.

Make the inquiry tracking worth relying on

Measurement was part of the work, too. On October 15, the live implementation was updated to centralize tracking for successful insurance inquiries, reduce duplicate event sends, and exclude localhost, preview sites, and browsers that opted out.

An About-page event was removed from GA4 key events. The successful-inquiry event, generate_lead, was already marked as a key event when the live settings were inspected and was retained.

The historical report contained three generate_lead events with unverified business outcomes and ten About-page key events. Those records do not establish a reliable website lead conversion rate. The corrected setup gives future reporting a clearer basis for separating successful form submissions from ordinary browsing.

Use the evidence to choose the next improvements

The project now has a working website, educational content, guided tools, and a verified inquiry-tracking path. My priorities for the next stage are to:

• Build on the mortgage calculator’s visibility. Review its content and search appearance against the mortgage-life-insurance queries where rankings are improving.
• Monitor the updated parents article. Compare a complete period after its October 18 update before judging the result or making another broad revision.
• Make the next step clear. Connect relevant educational pages to a useful tool or inquiry path.
• Separate customer and recruiting outcomes. Measure coverage inquiries and agent applications according to their different business goals.
• Connect inquiries to follow-up. Verify which submissions are genuine prospects and whether they progress to a quote or policy before reporting business results.

For Renatus, this is the value of continuing beyond the initial build: the website gives the business something useful to operate, and the evidence helps decide what deserves attention next.