Case
Safe Lease Web design & WordPress Website – Baloise
The client
Safe Lease is the private lease solution offered by Baloise Insurance.
With Safe Lease, individuals can rent a car for a fixed monthly amount through their personal broker in their area. This fee covers not only the cost of the car but also maintenance, taxes, tire changes, full assistance, repairs, and insurance. In other words, everything is taken care of for you.
The assignment
With Safe Lease, Baloise responds to the ever-changing mobility landscape in Belgium.
Baloise Insurance sees the automotive market as one of its main pillars. To provide drivers with a level of service beyond the classic car insurance, Baloise developed Safe Lease, an all-in-one solution. Of course, this is a huge challenge to bring to market—transforming from a well-known insurance provider to a player in the market offering total mobility solutions.
In early 2018, Baloise approached us with this new idea. At that time, private leasing, in contrast to leasing company vehicles, was still relatively unknown in the Belgian market. With a lean-and-mean approach, we wanted to explore whether there was any market potential and, if so, learn how to maximize its exploitation.
Only after a successful proof of concept (POC) did Baloise want to roll the project out on a broader scale.
Our approach
1 Market validation through a POC
In November 2018, we purchased the domain safelease.be and launched a limited content website (WordPress). This website served primarily as a business card for the brokers participating in the POC (proof of concept).
In consultation, we also decided not to index this website in search engines.
The audience brought in by the selected brokers responded positively to the concept. We then ran a first test via targeted search ads to attract quality traffic through online channels. This test also confirmed the potential!
An in-depth keyword analysis and monitoring showed that the volume for relevant search terms was on the rise. Clearly, consumers were beginning to open up to this solution.
There were plenty of reasons for Baloise to consider the POC a success and to really press the accelerator!

2. Launch of the Final Concept
Baloise refined the product and expanded the service offering based on the learnings from the POC.
For this, we developed a new website designed to serve as a true lead-generation magnet, specifically targeting the searching consumer.
The information architecture was fully based on the knowledge of how a private driver searches for a new car. Since private lease solutions had gained recognition in the market, we decided to use this approach as a specific focal point.
Naturally, we made sure the site was indexed immediately. By focusing on placing high-quality links from the start and pushing the concept into the market through PR (and of course also with the necessary backlinks), we successfully built a minimal authority for SEO.
Additionally, we worked with Baloise to define a clear KPI framework.
After the launch, we opted for a growth-driven approach. In other words, the right data and metrics provided the right insights, allowing us to continuously adjust the entire concept; both in terms of acquisition and conversion.
Extensive tracking and real-time dashboards ensured a clear compass.
Safelease.be was launched in November 2019.

3. Accelerating in Practice
The goal is to provide the broker with as many high-quality leads as possible.
Since we (naturally) could not rely on organic traffic (and leads) yet, we focused on paid channels at the start (December 2019).
In parallel, we developed an SEO strategy aimed at capturing the first leads within at least six months.
The focus for Paid campaigns was primarily on Search (Google and Bing), complemented by targeted remarketing on social media.
We supported these intent campaigns through contextual and in-market targeting on display and social channels, with a very sharp focus on outcome monitoring.
Through further optimizations, we ensured a continually rising volume of high-quality leads via paid channels, while also successfully keeping the cost per lead under control after three months!

Not only did we manage to keep the CPC in paid campaigns extremely low, but we also achieved a steadily improving conversion rate through Conversion Optimization (A/B testing).

Meanwhile, we diligently wrote content for the chosen ‘money keywords,’ linked both internally and externally to improve authority (supported by a blog strategy), and also fine-tuned the technical aspects.
These SEO efforts began to show results after about six months (April-May 2020), and from then on, the trajectory was steadily upwards.

For top keywords like ‘private leasing,’ we climbed the position ladder month after month… until reaching the very top spot.

The result
Since the launch of the new platform (Dec 19 – Feb 20) to date, we have achieved a sixfold increase (+640%) in the number of leads. (Lead = appointment with a broker)
At the same time, we reduced the cost per lead by 88%!
Moreover, both trends (number of leads and cost per lead) are still evolving in the right direction.


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