In six weeks, we took a brand-new US insurance company from no website and no domain to page one of Google nationwide. Fifteen weeks on it ranks for 246 keywords, one in five careers visitors enquires about a job, and 16% of its audience arrives through AI assistants like ChatGPT or Claude.
Insurance is a Your Money or Your Life sector. Google will not rank a finance site without strong E-E-A-T, and a senior will not enquire on one without visible reasons to trust it.
So we pointed every part of the build at one outcome. Earn the trust of the person on the page, and give Google every signal that a brand-new domain deserves to sit alongside the national names.
This is the work we do all day for finance firms. Years spent with insurance brokers, advisors and accountants means we know what this buyer needs to see before they hand over their details, and what Google needs to see before it ranks an insurance site.
The design decisions show up in the data. Careers visitors convert at 19%, and the term life guide holds attention for over two minutes.
Across the whole domain, 23 different pages have brought in traffic, so the architecture is earning its keep rather than funnelling everyone through the homepage.
The breakdowns are great, the Google Docs are good, you can see everything going on.
– David Sarver, CEO, Final Expense Company
In 15 weeks, the domain went from no backlinks to 39, across 28 referring domains.
New domains are expected to wait.
SEOs call it the Google Sandbox: the observed pattern where a brand-new site is held at arm’s length while Google decides whether it can be trusted, typically for around six months, and longer in a Your Money or Your Life niche like insurance.
Google has never officially confirmed it, but anyone who has launched a new domain has felt it.
There is no trick that skips the queue.
What shortens it is giving Google no reason to hold the site back: clean technical foundations, validated schema, one clear intent per page, copy benchmarked against the pages already ranking, and the first citations and links built naturally. Every trust signal a new domain can earn, present from day one instead of bolted on later.
Final Expense Company cleared it in six weeks. “Final expense insurance careers” ranked on page one of Google, position 10, across the entire United States, in the window where most new sites are still invisible.
The site now ranks for 246 keywords.
It was 84 in June and 192 in July. And the page one position was not a one-week spike that Google took back. “Final expense insurance sales opportunity” now sits at position one.
Pulled from Google Analytics and Google Search Console, 5 May to 21 August 2026. 549 sessions, 225 users, 61 conversions. Small numbers on their own, but 61 conversions from a website that did not exist fifteen weeks earlier is the point.
Direct traffic is 64% of users and 8% of them take a key action. Organic search is 16% of users and 25% take a key action. AI assistants are 16% of users and 28% take a key action.
Together they account for a third of the site’s users and 44% of every key action on it. The people arriving through search searched for exactly what the site sells, landed on a page built for that search, and acted.
61 conversions in fifteen weeks. Calls, quote enquiries and agent applications.
105 sessions, 22 key actions, a 20% conversion rate. For a recruitment page in a competitive niche, that is the design doing what it was built to do.
273 sessions and 25 key actions.
converts 11% of the people who land on it directly.
David Sarver, CEO, Final Expense Co
In 45 minutes, we will show you exactly where you are losing hours, where your pipeline is leaking clients and the two or three things that would make the biggest difference to your firm in the next 90 days.
Whether that is AI, marketing or both, you will leave the call with a clear picture you did not have before.
If a meeting does not suit, you can reach us on 0117 457 6659, email contact@handlagency.com or message us on WhatsApp.
