Sports Financial Services

About Sports FS

Sports Financial Services is a leading provider of financial protection that specialises in arranging life insurance, income protection and critical illness cover for people who partake in hazardous sports and occupations.

Sports Financial Services has over 20 years of experience in the financial protection industry. First established as Summit Financial Services, they discovered that many climbers and mountaineers took cover and participated in other extreme sports such as scuba diving, skydiving, caving and skiing.

This then led to them developing expertise in numerous outdoor activities, so they were then able to offer cover for a wider range of outdoor pursuits and occupations. 


Increase in leads


Decrease in bounce rates


Keywords in the top three SERP results


Keywords in the top ten SERP results

Client Case Study


A specialist financial provider like Sports FS is competing with huge billion-dollar international insurance firms, which made it challenging to stand out as the leading provider of niche insurance products. Sports Financial Services faced several different challenges, including:

  • Poor position in organic search 
  • Falling behind competitors 
  • Poor bounce rate
  • Lack of referral from existing customers
  • Poor conversion rate from paid search
  • Missed opportunities to target customers via social media 
  • Poor user website experience 

What we did

We built our strategy from the ground up, initially restructuring the website’s front and back ends to achieve optimal SEO results. This involved creating two new parent folders for the navigation, including sports life insurance and occupational life insurance. Following on from this all content was based around all keywords containing the word ‘life insurance’, which allowed us to rank for every sport and occupation. 

All pages were updated to a new template where a call to action was visible to anyone as soon as you landed on the page, this included a get a quote button and a contact form. This new design was not only there for leads and to improve the bounce rate, but also to make the website look visually appealing.

What we achieved

Since the start of July 2022, we have achieved 45 keywords within the organic search results which appear in the top three positions in Google search results. We have also moved 18 keywords into Google search results, that are ranking between 4th and 10th position. Whilst we have been writing the relevant landing page and blog post copy, we have been adding FAQs, which have allowed us to appear for SERP features such as featured snippets every month. 

We have also achieved:

  • We increased leads by 20% generated year on year over the past three years.
  • We have achieved a 57% decrease in the number of bounce rates year on year.


“We have been incredibly happy with the work done by the team at ‘Our Digital Team’. Through their consistent hard work, we have reliably generated leads and expanded our digital reach. I would fully recommend Our Digital Team to anyone looking to increase their digital presence

– Sports Financial Services

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