Making Miller's difference matter
Over our multi-year partnership, 7DOTS has delivered a connected programme across brand strategy, digital experience design and build, SEO, content and data. Two years in, the data showed that Miller more than doubled its share of voice in organic search, almost tripled its third-party brand authority, and was competing for visibility alongside the largest names in specialist insurance.
The impact
The numbers behind Miller’s digital growth
- +60%
Top 10 ranking keywords
- +69%
Organic traffic
- +187%
Growth in referring domains
- +11%
Engagement rate
Miller Insurance
A leading independent specialist (re)insurance broker
Miller is a leading independent specialist (re)insurance broker, operating in Lloyd's, London and international markets through a global team of 1,000+ people. With 120+ years of heritage and ambitious global growth plans, Miller's brand, digital experience and search performance needed to match the calibre of the firm and the markets it competes in.
The challenge
Specialist insurance is a category defined by sameness.
Most brokers compete on the same trust signals, list the same service lines, and talk about themselves in near-identical language. For a firm with Miller's heritage and depth, the opportunity was to step beyond the category norms and create a brand and digital experience that did more than match its peers. Miller's growth ambition called for digital infrastructure built for scale.
The brief was to put in place a brand, platform and content engine that would:
- move at the pace of the business;
- attract the right specialist audiences through organic search;
- give marketing, regional and operational teams a single source of truth to work from.
Gallery
The solution
The solution
7DOTS delivered a connected programme across brand strategy, digital experience, SEO, content and data, designed to make Miller's distinctiveness visible, valuable and measurable.
Brand repositioning around "go be great"
Reframed insurance from invisible safety net to active harness for growth and ambition. The strategic platform shifted Miller from talking about itself to talking about what its clients can do because of it, a sharper and more ownable position in a sea of sameness.
Find out how we can help your brand positioning
The outcome
A stronger competitive position for Miller Insurance alongside Hiscox, Howden, AXA and Allianz
The repositioning, new brand identity, platform and the connected SEO, content and data programme have moved Miller forward in the areas that matter most to a specialist broker.
They have ensured our new digital presence not only aligns with our ambition but is also built for performance and growth.
Key success metrics
The digital experience has increased confidence in each stage of the considered purchase journey.
Underneath the visibility numbers is a platform built for what comes next: modular regional rollout, integrated CRM, advanced tracking, and measurement that connects content, search and brand activity to commercial outcomes from day one.
- 91/100
Google PageSpeed Insights
Measures website performance, accessibility and best practice, highlighting improvements that create faster, smoother, more effective user experiences.
- +124%
Peak share of voice growth in organic search
Immediately following brand and platform launch, settling at +48% above baseline as the new normal.
- +87%
Growth in organic traffic value
The equivalent monthly paid media spend needed to replicate Miller's organic visibility.
