Just Travel Cover is an award-winning travel insurance broker based in Sunderland, trusted by global insurers. But against larger competitors, they were losing visibility. The brand lacked clarity. The website underperformed. Conversions were declining. To recover ground and improve acquisition, the business needed a stronger brand presence and a content strategy that could deliver measurable growth.
Just Travel Cover invested early in a structured SEO strategy, focusing on high-impact content areas like cruise, destination cover, PEMC, and no upper age limit policies. With targeted optimisations and smart use of search data, organic performance surged.
As growth levelled out, it became clear the brand and user experience weren’t converting at the same pace. A full refresh followed, clarifying the brand, rebuilding trust, and removing friction across the journey. The result is a platform that attracts, engages, and converts with purpose.
+25% keyword growth in 2024
New first-page rankings in 12 months
Uplift in ROI year-on-year
Return from organic search
A new visual identity and site structure that improved clarity, trust, and user experience.
Launched high-performing content clusters across destination and cruise insurance, boosting both rankings and relevance.
Targeted technical and on-page improvements converted mid-tier rankings into high-traffic search performance.
A long-term content plan underpinned by search data continues to drive year-on-year traffic and revenue growth.
“We’ve always been focused on making Travel Insurance accessible for everyone, and this rebrand brings that mission to life in a way that feels clearer, calmer, and more connected. It’s not just a new logo—it’s a statement of who we are and where we’re heading.”
Board Director, Just Travel Cover
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