Case Study: Goodlad & Swank

By Jason Walker | Managing Partner




In 2009, John Goodlad set out to build a strong community focused agency that provided individuals and businesses in Florida with the highest level of client service.  In 2013, John’s focus was on business development, which culminated in a conversation with his son-in-law, Butch Swank.  Butch owned a successful electronics distribution company and John thought Butch brought a uniquely powerful set of talents to the agency.  Ten years, three offices, and two dogs later, Goodlad & Swank offers residents and companies throughout Florida personal lines, commercial lines, life, and disability.  It also provides insurance for specific industries including accounting firms, alarm contractors, arborists, bar insurance, box trucks, and contractor’s liability.  They aspire to always fulfill this statement: Let us raise your expectations.


Goodlad & Swank has two top priorities: providing clients with personalized service that addresses their risks and delivers the right protection, and being involved with leaders, charities, and schools in the communities they serve.  As insurance clients increasingly look to start the buying process online, the agency needed a digital storefront that reflected its values and service offerings.  The agency also wanted to grow client engagement by implementing technologies that could ease communications and deliver on its promise of personalized service in an online shopping experience.


Using Smart Digital, our website and search engine optimization solution, we built a site for Goodlad & Swank that represented its commitment to local, friendly, and on-demand service.  The site offers online chat, and highlights the agency’s unique product offerings, local photos, and staff – as well as its two unlicensed canine CSRs – Bo and Humphrey.  Smart Digital’s SEO feature improved Goodlad & Swank’s keyword ranking by significantly increasing the number of times it appears on the first page of Google search results.

We also incorporated Smart Producer, our interactive web forms solution which offers a personalized desktop and mobile insurance shopping experience.  This automated form simulates a conversation with a real agent providing a personal experience as the prospect submits information for a quote.  It increased engagement and helped filter out quality leads.


Butch Swank said, “Smart Producer makes our agency more efficient.  It provides us greater engagement with our clients.  It improved our lead quality, making it easier to filter and prioritize people who are truly invested in getting a quote.  It has also created a much better experience for both our clients and team.”

Smart Producer has significantly helped with engagement and lead quality.  Goodlad & Swank’s website averages 118 visits a month from Florida prospects.  On its website, over 200 keywords rank first, more than 100 rank second or third, and nearly 100 rank somewhere else on the first page of Google results – totaling almost 400 first page rankings.