At a Glance
- Tasks: Drive website growth through SEO, CRO, and analytics to convert traffic into policies.
- Company: Diaspora Insurance, a leader in culturally informed insurance solutions.
- Benefits: Competitive salary, dynamic work environment, and opportunities for professional growth.
- Other info: Join a passionate team focused on digital growth and community engagement.
- Why this job: Make a real impact by optimising our website for the African diaspora community.
- Qualifications: 4+ years in SEO/CRO, strong analytical skills, and experience with CMS tools.
The predicted salary is between 29700 - 36300 £ per year.
- Department
- Birmingham, UK – Marketing / Digital Growth
- Location
- Birmingham, UK – office-based
- Reports To
- Head of Marketing
- Employment Type
- Permanent
- Salary
- Competitive, dependent on experience
Diaspora Insurance provides culturally informed insurance solutions for diasporans living and working abroad, helping customers protect themselves, their families and their dignity across borders.
As the business prepares for FY2026/27 growth, Marketing is building a stronger brand, digital, community, event and partnership engine to support awareness, lead generation, online portal conversion, retention and trust.
Role Purpose
Own the website as a growth channel, including SEO, CRO, landing pages, analytics, portal conversion, AI visibility and website performance.
The role is critical to converting web traffic into direct online policies.
The business is targeting approximately 4,000 policies through the online portal in 10 months.
This requires dedicated ownership of SEO, CRO, technical website performance, country landing pages, conversion journeys and portal analytics.
Key Responsibilities
- Own the website growth roadmap, ensuring the site supports lead generation, online self-sign-up, NTU recovery, partner journeys and retention journeys.
- Develop country-specific SEO landing pages for Zimbabwe, Nigeria, Ghana and Kenya, with clear product, claims, FAQ and quote modules.
- Lead CRO testing across landing pages, quote calculator, forms, CTAs, Whats App assist, trust proof, reviews and payment reassurance.
- Work with IT/PAS/portal teams to ensure tracking, conversion events, abandonment journeys and customer experience are implemented properly.
- Build and manage event, partner, influencer and BDM landing pages with unique URLs and attribution tags.
- Improve organic search rankings for funeral cash plan, repatriation, funeral cost, diaspora insurance and country-specific protection queries.
- Build AI visibility content that is structured, authoritative and easy for search/AI tools to cite.
- Maintain website content quality, mobile speed, Core Web Vitals and technical SEO hygiene.
- Report weekly on traffic, conversion rate, quote starts, portal applications, abandonment and paid policies.
- Work with the Content Producer and Social Strategist to turn FAQs, claims education and corridor insights into web content.
- Key Performance Indicators / Success Measures
- KPI Area
- Measure
Website lead target Support 25,500 website traffic leads and portal conversion contribution.
Portal conversion Establish and improve quote-start to application and application-to-payment conversion rates.
Organic growth Increase organic traffic and country-page traffic by agreed quarterly targets.
Landing pages Launch and maintain corridor, event, partner, NTU and influencer landing pages with tracking.
CRO programme Run at least 2 CRO tests per month with documented results.
Technical health Maintain strong Core Web Vitals, mobile usability and indexing health.
Reporting Deliver weekly website funnel dashboard and monthly SEO/CRO report.
- Audit website, portal funnel, tracking, SEO status and conversion friction.
- Launch priority country pages for Zimbabwe, Nigeria, Ghana and Kenya.
- Implement tracking for quote starts, applications, payment abandonment and source attribution.
- Create first CRO test backlog and begin tests on hero, CTA, proof and form friction.
- Build templates for event, partner and influencer landing pages.
- Required Experience, Skills and Attributes
- 4+ years in SEO, CRO, website management, digital growth or ecommerce/lead-generation website optimisation.
- Hands-on experience with Word Press or similar CMS, Google Analytics, Tag Manager and SEO tools.
- Ability to work with developers/IT but also manage content and landing page requirements independently.
- Strong understanding of conversion funnels, user journeys and mobile-first web design.
- Experience with regulated, financial services, insurance or high-trust sectors desirable.
- Excellent analytical and copy-review skills.
- Tools / Systems
Word Press/Elementor, Google Analytics 4, Google Tag Manager, Search Console, Looker Studio, Hotjar/Microsoft Clarity, SEO tools, CRM/PAS, Trustpilot/Google review widgets.
- Personal Attributes
- Commercially minded and outcome-focused.
- Culturally aware and respectful of African diaspora communities.
- Comfortable working in a regulated environment with compliance review processes.
- Highly organised, proactive and accountable.
- Able to work cross-functionally with Marketing, Sales, BDMs, Compliance, IT/PAS, Claims and Customer Care.
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SEO/CRO Website Growth in Birmingham employer: Diaspora Insurance
Diaspora Insurance is an excellent employer that values a supportive and collaborative work environment, making it an ideal place for individuals seeking meaningful employment. With a focus on employee growth and development, staff members are encouraged to take on new challenges while enjoying a range of benefits, including a clean and welcoming office atmosphere in the vibrant city of Birmingham. The company fosters a culture of teamwork and respect, ensuring that both employees and visitors feel valued and well cared for.
StudySmarter Expert Advice🤫
We think this is how you could land SEO/CRO Website Growth in Birmingham
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Diaspora Insurance and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Diaspora Insurance are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Diaspora Insurance on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Diaspora Insurance. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace SEO/CRO Website Growth in Birmingham
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Diaspora Insurance. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Diaspora Insurance:Show us that you’ve done your homework! In your application, briefly mention what you admire about Diaspora Insurance’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Diaspora Insurance
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Diaspora Insurance will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Diaspora Insurance, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
