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The real questoin is : if you think your category page converts better than your homepage - why do have a homepage at all?

Greetings, Matt! Thanks so much for coming to Q&A to ask your question. Your assessment of the situation is an honest one - how much can one say about auto insurance over and over again? Member, Ressler Motors, has gotten you off on the right track here, thinking outside the box to discover creative types of content that could make each page different. I would further recommend discovering how you can personalize the pages in a meaningful way. For example, each city page could tell a real story about insuring a real driver there. This would take some doing - you would need the company to identify a happy customer who would be willing to tell their story and you would have to arrive at a level of privacy for them that meets their comfort at the same time. So, you might not publish photos or full names, but getting a driver from City X to describe why he needed to come to your client's company would make this page different than your page for City Y. Similarly, you can mine the staff at the company for other stories. Get them to describe what is most common in different towns in terms of the types of issues that make for high risk drivers. Does town X have a lot of DUIs, while the highway passing through town Y engenders a lot of speeding tickets? Does the company offer any type of seminars about improving one's driving record? Could these be featured on certain pages? How about interviews with highway patrol officers explaining their side of the story? How about advice for parents whose teens have already racked up a bad driving record? When should they take the keys away? When will the law take the keys away in these cities, towns, counties? Ressler's idea about photos is excellent, complete with good captions, of course, and I definitely think there is room here for videos. Statistical videos (with text descriptions) showing worst traffic areas in town with stats of the numbers of accidents and violations would be unique and very local. How well your client is funded and how invested they are in the creation of quality pages vs. squeaking by with the least possible effort is likely to determine how far you can take this. Assuming that the client has only one main office, I would expect the pages to have to be pretty strong to break into the organic SERPs because the client is likely to be outranked by companies with actual physical offices in the neighboring towns in the Local SERPs. I think the overall picture needs to be one of telling a compelling story about what happens in each of the towns in terms of driving problems, who these issues affect and how the company can help. You may want to engage a creative copywriter to manage the project, but I do believe your richest data sources for whatever is written or produced will be the company's clients and the staff. I hope this helps. Good luck! Miriam

Thanks for the advice! We will definitely continue focusing on the long-tail on our site. We definitely aren't focusing solely on SEO for our business. It's tough, especially since I am teaching myself from scratch, so it is just one of the many ways we are trying to compete. Our hope is that in the long term it can be one of the many ways we drive new business. Thanks!