A 35-year independent brokerage, with a digital presence that finally matches the expertise.

Elm has spent more than three decades earning the trust of Canada's construction industry. The website needed to earn the same trust on the first visit.

Years of expertise35An independent family-run brokerage, specialising in construction, bonds, and surety since 1990.

Provinces licensed5Ontario, British Columbia, Alberta, Saskatchewan, and Manitoba. Surety capacity follows the contract.

Specialty lines 12+From performance bonds and wrap-up liability to cyber, D&O, and professional liability.

The Challenge

Specialty expertise, hidden behind a generic homepage.

“For a brokerage whose moat is 35 years of construction expertise, the worst possible homepage is one that tries to speak to everyone equally.”

— NVISION positioning note

Elm is an independent family-run brokerage with a specialty that most brokers do not touch. Construction bonds, surety, wrap-up liability, builder’s risk, subcontractor default, commercial insurance, D&O, cyber, professional liability. Licensed in Ontario, BC, Alberta, Saskatchewan, and Manitoba. The kind of depth that wins large construction accounts.

The old site did not reflect any of that. Prospects landing on the site could not tell Elm apart from a generic auto-and-home broker. The specialty, the tenure, the construction industry depth, all of it was invisible.

Our Approach

How we solved it

The new site had one job above everything else. Make the specialty obvious within three seconds. We led with construction and surety, supported it with clear pathways for the other lines, and built a site that a general contractor, a developer, or a surety underwriter could land on and immediately feel they were in the right place.

Step 01

Find the Moat

We named what Elm actually wins on. Construction. Surety. Independence. Thirty-five years of underwriting relationships.

Stakeholder interviews
Win-loss review
Competitor teardown
Positioning workshop

Step 01

Build Around It

A website led by the specialty, with clear secondary pathways for commercial, personal, and life and benefits. Service pages written for the actual buyer.

Specialty-led IA
Dedicated service pages
Contact flows for qualification
Performance + accessibility foundations

Step 01

Make It Searchable

SEO and content fundamentals built in from the first page, tuned to the specific searches developers, GCs, and procurement teams actually make.

Surety + bond search terms
Provincial landing pages
Content brief for ongoing articles
Technical SEO foundations

The Work

What we built.

Homepage · Before

Homepage · After

Specialty-led homepage.
Construction bonds and surety promoted to the front door. A general contractor now knows within three seconds they are in the right place.

Service pages with real depth.
Dedicated pages for Performance Bonds, Wrap-Up Liability, Builder's Risk, and the rest, each written to the buyer who actually needs it.

The Results

The results that matter.

Quote requests

Construction accounts

Inbound requests from construction accounts now arrive pre-qualified for surety capacity.

Search visibility

LIFTED

Bond + surety terms

Organic visibility building against specialty terms that generic brokers do not rank for.

Time on page

ROSE

Specialty pages

Prospects reading all the way through service pages before they pick up the phone.

Service lines

LIVE

Inbound-ready

Every specialty line now has a dedicated page that can carry a cold inbound to a broker call.

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A 35-year independent brokerage, with a digital presence that finally matches the expertise.

Specialty expertise, hidden behind a generic homepage.