Cavello Group

GoodFolks Digital Audit

4.4 Digital Channel Health Check

Table Of Contents

Current Status

George & Grey maintains only a minimal presence across digital channels. While the website positions the company clearly as a specialist insurer, its social media and wider digital activity are inconsistent and underutilised. No evidence of paid media, analytics tracking, or CRM/email systems was found, leaving the website as the sole active touchpoint. This restricts opportunities to reach new audiences, retarget visitors, or nurture leads.

Key Findings

Social Media

  • A LinkedIn profile exists but activity is irregular and largely limited to company updates.
  • Other channels (Facebook, Twitter, Instagram) are either dormant or absent, creating a diluted digital presence.
  • Content does not follow a structured plan and lacks variety (e.g. thought leadership, case studies, client success stories).

Paid Media & Tracking

  • No Google Ads, Meta Ads, or other paid campaigns were detected.
  • No evidence of Google Tag Manager, Meta Pixel, or GA4 setup.
  • This prevents retargeting, lead tracking, and campaign performance measurement.

CRM & Email

  • No visible CRM integration or mailing list management in place.
  • No newsletter sign-up form or client communications beyond the website contact form.
  • No automated email confirmations or nurture flows detected.

Recommendations

GoodFolks recommends a phased approach to establish stronger digital channel presence:

High Impact, Low Effort

  • Focus on LinkedIn as the core platform for B2B engagement.
  • Audit and deactivate dormant accounts to avoid brand dilution.
  • Align branding (logos, banners, tone) across active channels.

High Impact, Medium Effort

  • Install Google Tag Manager and GA4, with event tracking for form submissions.
  • Deploy Meta Pixel to enable retargeting campaigns in future.
  • Create a LinkedIn content plan including thought leadership posts, industry insights, and construction risk commentary.

Medium Impact, Medium Effort

  • Explore a lightweight CRM (e.g. HubSpot Starter, Zoho) to capture and segment enquiries.
  • Add a simple newsletter sign-up option to the site.
  • Launch structured email campaigns for enquiry confirmations, follow-ups, and renewal reminders.

Outlook

At present, George & Grey’s digital activity is underdeveloped, limiting visibility and engagement outside of the website. By prioritising LinkedIn, implementing tracking, and introducing CRM/email systems, the company can expand its reach, improve client communications, and build stronger touchpoints with the UK construction sector.