Introduction
In a landscape where digital transformation constantly redefines the rules, major brands must adopt a proactive and agile approach. A global insurance group approached our agency to carry out a comprehensive digital audit across its markets in Belgium and the Netherlands. The objective: to gain a clear, data-driven view of its current digital performance while benchmarking it against key competitors. This audit was part of a broader initiative for continuous improvement and strategic, data-informed decision-making.
Why this group turned to our expertise
Despite a strong presence in its market, the group faced increasingly dynamic competition—from both established players and fast-moving digital natives. To better understand its position within this shifting ecosystem, the company aimed to:
- Gain a comprehensive view of its digital ecosystem: website, SEO, paid media, social media, CRM, analytics, and more
- Identify the strengths and weaknesses of current digital assets
- Spot short- and mid-term optimization opportunities
- Benchmark its performance against three direct competitors in both the Belgian and Dutch markets
Our methodology: a 360° comparative digital audit
We applied a structured and rigorous approach, designed to deliver both holistic and actionable insights. The audit was built around eight key pillars:
- SEO (Search Engine Optimization): technical audit, site structure analysis, content quality, backlink profile, internal linking, and visibility on strategic queries
- SEA (Search Engine Advertising): analysis of Google Ads campaigns, keyword relevance, account structure, bidding strategy, and ROI
- Social Media & Paid Social: organic presence, engagement rates, community management, content formats, brand consistency, and performance of paid campaigns
- Web Analytics: KPI analysis, performance by channel, user behavior tracking, conversion funnels, bounce rates, and audience segmentation
- Tag Management: audit of Google Tag Manager setup, tracking completeness, tag planning, and data consistency
- Dashboarding: quality of existing reports, data visualization, relevance of tracked indicators, and automation
- CRM & Emailing: database segmentation, campaign performance, open/click rates, personalization, and lifecycle marketing
- UX & Customer Journey: user journey mapping, site usability, mobile-first design, load times, and friction points
Each dimension was benchmarked against three direct competitors in both Belgium and the Netherlands, to provide a performance-oriented, market-specific comparison.
Audit findings: strengths, weaknesses, and key opportunities
Our analysis revealed strong assets but also highlighted areas with high potential for improvement:
- SEO: the group benefits from strong domain authority but lacks optimization on long-tail and local queries. Content strategy is underexploited in key verticals.
- SEA: campaigns are generally effective, but the inclusion of low-quality queries dilutes overall performance. Finer segmentation would increase ROI.
- Social Media: presence is consistent but not always strategically aligned. There is a lack of engaging formats (e.g., short videos, carousels, UGC) and gaps in both media and creative best practices. Competitors are better at leveraging current trends.
- UX & Customer Journey: navigation still presents challenges on both desktop and mobile. The subscription journey has friction points and inconsistencies that hinder conversion. A significant number of 404 errors were identified—understandable given the site’s size (tens of thousands of pages), but still requiring a more rigorous redirection and maintenance strategy.
- Analytics & Dashboarding: while data exists, it remains underutilized due to unclear visualization and a lack of accessible, operational KPIs in real time.
Our strategic recommendations
To leverage existing strengths and address weaknesses, we delivered a clear roadmap built around several priority initiatives:
- Local and semantic SEO optimization: enrich content with niche topics, reinforce internal linking, and enhance local landing pages
- SEA campaign restructuring: improve quality scores, eliminate underperforming keywords, and test new formats like Performance Max campaigns
- Social content evolution: introduce more engaging formats, client storytelling, and a more human brand voice
- Simplify the user journey: reduce steps in the subscription funnel to lower abandonment, improve mobile load speeds and interface responsiveness, optimize CTAs for clarity and visibility, and audit/correct 404 errors and broken links through redirection or fixes
- Implement a unified marketing dashboard: automate reporting, centralize key KPIs, and visualize data by channel and audience segment
What’s next? A more customer-centric and high-performing strategy
Our role didn’t stop at delivering the audit. We supported the international group through the phased implementation of our recommendations—starting with quick wins while planning deeper, structural optimizations for the mid-term.
Conclusion
A well-executed digital audit goes far beyond a technical report—it becomes a true strategic decision-making tool.
This case demonstrates how a tailored 360° analysis and competitive benchmark, focused on Belgium and the Netherlands, can unlock growth potential, accelerate continuous improvement, and align efforts across digital channels.
What about your digital strategy? Contact our experts for a tailored, actionable audit.
