From Local Struggles to National Growth: How a New Website and SEO Strategy Helped All Star Brokers Take Off

All Star Brokers is an independent insurance brokerage that helps individuals and small to medium-sized businesses (SMEs) across Australia find the right insurance cover. They work with a wide range of insurers to offer clear advice, competitive options, and personalised service — with a strong focus on supporting business owners with their unique risks and needs.

As the business grew, All Star Brokers wanted to improve their online presence to better reflect who they are, connect with more SME clients, and support their long-term plans for growth.

Despite having a strong reputation and loyal client base, All Star Brokers had minimal website traffic and low visibility online — even in their home city of Toowoomba. Competing brokerages and big-name insurers were dominating local search results, making it harder for potential clients to find them.

The goal was to turn this around by building a stronger digital presence, starting with ranking #1 for key insurance terms in Toowoomba. From there, the plan was to expand their reach and attract new clients from other regions across Australia.

We started by rebuilding the All Star Brokers website from the ground up, with a strong focus on structure, SEO, and conversion. Each of their insurance products — from business packages to landlord and cyber cover — was given its own dedicated page, along with tailored content for the key industries they serve.

To help boost local visibility, we also rebuilt and optimised their Google Business Profile, targeting Toowoomba and surrounding areas. The result was a professional, easy-to-navigate website designed to convert visitors into enquiries, backed by a strong local SEO foundation to support their growth goals.

Within months of launching the new website and local SEO strategy, All Star Brokers saw a significant boost in their online visibility and search performance:

Organic website traffic more than doubled, increasing from less than 10 visits/month to over 200 and growing.

Keyword growth surged, with 400 keywords now ranking — including dozens in the top 10 positions.

Google Search impressions jumped from 26,000 to over 360,000 in just 12 months.

Clicks from search results doubled, rising from 150 to 404 in the most recent 3-month period.

All Star Brokers now ranks #1 in Toowoomba for key insurance-related search terms.

This growth has directly supported their expansion into new markets including Ipswich, Brisbane, and Sydney, helping position them as a leading broker for SMEs across Australia.