A digital marketing strategy for AXA, a financial planning company.

1. “ADVICE FOR THE ADVISORS”
A DIGITAL MARKETING STRATEGY
AXA
Michael Spirito

2. Interest in AXA’s services have slightly decreased
in past years.
Michael Spirito Source: Google Trends

3. AXA is searched far less than other major
competitors.
Michael Spirito Source: Google Trends

4. It seems that AXA is somewhat unknown to the
general public
Michael Spirito
AXA is not found within the first 10+ pages on Google
when searching for: “Life insurance”, “retirement”,
and “financial advice”

5. While AXA seems unknown to many, its website
strategy is very good
Michael Spirito
Crawlability B+
Relevance A-
Popularity C-
Conversion B+

6. AXA does an excellent job with crawlability
Michael Spirito
 The brand name is very searchable
 The site is indexed properly
 All pages are “close to home”

7. While the homepage has links to every major page at the bottom, the
addition of an HTML sitemap in the footer could improve navigation.
Michael Spirito

8. The site would also benefit from using Google analytics,
Google webmaster tools, and Bing webmaster tools.
Michael Spirito Sources: Google Analytics, Google Webmaster Tools, Bing Webmaster Tools

9. AXA does a great job of using appropriate meta
descriptions for pages and keywords within URLs
Michael Spirito Source: Google

10. AXA uses a single and appropriate H1 header for
each page
Michael Spirito Source: AXA.com

11. The website also makes great use of content.
There is plenty of information on each page.
Michael Spirito Source: AXA.com

12. However, the website tends to over-optimize by
using keywords too frequently.
Michael Spirito
Consider using the words less or finding synonyms to
convey the points being made.

13. The homepage is descriptive but very minimally. For someone who
doesn’t know about AXA, it can be very vague as to what the
company actually does.
Michael Spirito
When you enter the site, you see “Redefining
Standards”. This leaves a lot to the imagination and
doesn’t tell site visitors much about the site. Also,
while life insurance is clear, it is confusing as to what
industry AXA is in regarding Advice and Retirement.

14. AXA must build trust on their website
Michael Spirito
Consider showcasing customer testimonials,
certifications, awards, employee experience, etc. on
the homepage.

15. AXA lacks superiority over competitors but
seems to have the means to compete
Michael Spirito

16. AXA has a very polished website and therefore it seems that the lack of
business is due to lack of knowledge about the company.
Michael Spirito
AXA needs a means to drive people to its website.
There is a strong lack of searches for AXA in
comparison to competition. The website itself is
informative and professional so more views will
result in more conversions. Consider advertising
adjustments and more keyword optimization.

17. Strengths
Michael Spirito
 Fantastic crawlability
 Great website layout, easily navigable
 Very relevant

18. Weaknesses
Michael Spirito
 Lack of brand searches
 Lack of company search results when major
keywords are searched
 Low awareness of public about the company

19. Opportunities
Michael Spirito
 There is the potential to Google analytics and
Bing/Google webmaster tools to gain a better
understanding of site visitors
 Advertisement adjustments/additions could raise
public knowledge
 There may be a need for more financial advice for the
younger generation

20. Threats
Michael Spirito
 There has been a steady drop in interest in life
insurance according to Google trends
 Competition has a much larger portion of the
market’s interest and top-of-mind awareness

21. I have plenty more information and recommendations for
AXA, all you need to do is ask!
Michael Spirito
I am happy to talk with anyone who would like more
information about my digital marketing strategy for
AXA. I can be contacted at mnspirit@asu.edu