Ethology made sure Farmers was seen.
For all the right reasons.

More traffic doesn't always equal more conversions.
Just ask Farmers Insurance.

Measurable results


increase in lifetime customer value


increase in lifetime customer value

How we did it. had a problem. It wasn’t really visible to search engines or users. And when it was being seen, users weren’t really getting what they needed once they arrived. That meant Farmers wasn’t getting what it wanted: conversions.

Not wanting to waste any time, Ethology dove head first into cleaning up To start, technical cleanups were a must. With redirect fixes, error page handling and optimized templates, Farmers could finally be seen, for all the right reasons. Then, we layered on our approach to modern search: useful, usable content backed by a technically sound structure.

But getting in line with customer needs was just the start. To get Farmers what it really wanted — increased conversions — Ethology also had to address off-site issues, too, like paid media and local listing information. The end result was a consistent, off-site to on-site customer experience that allowed customers to more easily quote and buy Farmers Insurance products online.


  • Organic Search
  • Local Search
  • Paid Search
  • Content Strategy
  • Analytics
  • Strategy and Planning
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