The Q1 2026 benchmarking report for UK boiler and home services insurance providers has just been published. Learn how the top 10 UK boiler and home services insurance providers perform across the digital space.
The latest Q1 2026 benchmarking report for UK boiler and home services insurance providers has just been published. It covers the largest 10 UK boiler and home services insurance providers, including HomeServe UK, British Gas, Hometree, 24|7 Home Rescue, PlusHeat, CORGI HomePlan, Your Repair, CET UK, Blue Emergency Cover, and Home Emergency Assist.
The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other boiler and home services insurance providers to expand their online brand exposure, encourage more online views and increase their conversion rates. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.
To see a preview and contents page of the Q1 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call. 
Q1 2026 WINNERS LEADERBOARD
For a glance into just 6 of the metrics we evaluated these top 10 UK boiler and home services insurance providers, check out our quick-look table below; 
To understand what the *CTM Digital Performance Index™ is click here.
Continue reading for further detail on this quarter's top and poorest-performing energy providers, or request a copy of the report for the full review.
What The Industry Research Report Covers
The 70+ pages of research benchmarks each site based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.
Driving Optimal ROAS from Paid Media Channels
Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing. Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.
Pay-Per-Click Marketing
Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.
For Q1 2026, the average monthly budget wastage across these UK boiler and home services insurance providers was £74,864 with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £20. This highlights how competitive the market is and how important it is to control your budgets effectively.
There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Your Repair reported the lowest monthly cost-per-click (CPC) at £8, and Home Emergency Assist reported has the highest at £52.
The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, Home Emergency Assist has the lowest estimate monthly ad spend at £2,250, and British Gas has the highest at £3,720,000
By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.
Technical Website Compliance
Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. UK boiler and home services insurance providers should regularly monitor their internal linking structure to ensure they’re directing visitors to active links.
In our previous audit, British Gas and CET UK received the most 404 errors (31). This quarter, British Gas has increase their total to 45 (making them the brand to watch), and CET UK has decreased their total to just 3. For users trying to complete a specific task on a website, such as obtaining a quote, encountering a 404 error can be particularly frustrating. It may prevent them from completing their intended action, which could ultimately lead them to leave the site and look for alternatives elsewhere.
Site Speed & Conversion Rate
When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. All boiler and home services insurance providers should ensure their website is mobile-friendly, taking into consideration that users will be navigating their website from a smaller screen.
In our last audit, CORGI HomePlan reported the slowest mobile site speed (5). This quarter, CORGI HomePlan remains at the bottom of the leaderboard, though they’ve since increased their mobile site speed to 12. Mobile site speed is particularly important for users who are browsing while on the move. They may only have a few moments to access information, such as obtaining a quote. A fast-loading site ensures they can quickly find what they need.
Building Competitive Advantage with Domain Authority
Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that is not gained through sponsored ads. Boiler and home services insurance providers should focus on creating and uploading quality, original content to encourage high-authoritative websites to backlink to them.
A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. In our previous report, PlusHeat received the lowest DA score (8). This quarter, PlusHeat remains the provider with the lowest DA, though they’ve since increased their score to 12. Ensuring a website has strong technical SEO foundations is another important step. Fixing issues such as broken links, duplicate content, and slow page loading speeds can improve how search engines crawl and index the website, which can support authority growth.
Organic Performance – Mobile & Desktop
A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. Insurance providers should look for missed opportunities to consistently increase organic traffic on both mobile and desktop, ensuring that their website is optimised to encourage increased traffic.
Six brands reported a drop in organic traffic on desktop, with Your Repair flagging the biggest loss (-30%). On mobile, two brands reported a decrease in organic traffic, with Your Repair seeing the biggest drop (-24%). Search intent can differ significantly between mobile and desktop users, which influences how websites receive organic traffic. Mobile searches are frequently more immediate or task-focused. Desktop searches may involve deeper research, meaning search engines may prioritise different results depending on the device used. This can lead to websites performing differently in search rankings across devices.
Universal Search Opportunity
Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a site can appear for universal search results without being strong in standard rankings. Optimising for 'people also ask' results is a great way to build brand awareness and confidence directly from the SERP, as insurance providers can provide much-needed answers before users have set virtual foot on their site.
British Gas continues to secure the most Universal Search appearances (23,916) — an increase from 16,355 previously. The majority of their appearances came from ‘people also ask’ (16,400).
The Longtail Keyword Opportunity
Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand-new search terms as they enter Google’s index. Insurance providers should regularly monitor their keyword strategy to ensure they’re using longtail keywords their audience type into search engines.
British Gas continues to secure the most longtail keyword appearances for position 3 (13,165) — an increase from 11,620 previously. British Gas also continues to secure the most longtail keyword appearances for position 4–10 (17,778) — an increase from 17,218 previously. Instead of relying on short and highly competitive keywords, longer phrases can explain exactly what a brand offers or who it’s designed for. This helps attract visitors who are searching for something very specific and are therefore more likely to engage with the content.
Facebook Adverts
With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. Facebook sponsored posts are a great opportunity for insurance providers to expand their online reach.
We’ve included screenshots of Hometree’s sponsored Facebook posts. This UK provider utilised yellow in all images, creating a sense of branding in their social media posts to help users identify them.
Top Social Shares & Content
When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google, too, who will recognise content which achieves traffic over a long period of time. Content such as tips and advice will be engaging, topical, and most likely to be shared by social media users.
British Gas secured the most Facebook Likes (154,000) and the most Instagram followers (26,500). Facebook was the most popular social media platforms of all brands. HomeServe UK received the highest total engagement rate (2,820), and PlusHeat received the highest average engagement (218).
Website Readability & Accessibility
Around 20 % of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere. Insurance providers must ensure their sites are universally accessible to not limit their audience.
In our last audit, Hometree reported the most accessibility alerts (142). This quarter, Hometree remains the brand to watch, though they’ve slightly decreased their total to 135, demonstrating progress. Beyond individual barriers, accessibility alerts contribute to cumulative fatigue for consumers who regularly encounter inaccessible sites. Repeated obstacles increase effort and stress, particularly for disabled users who must constantly adapt or seek alternatives. This erodes trust and willingness to engage with digital services.
Get the full 70-page Q1 2026 report
To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.
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