This regional P/C insurance carrier needed to refresh the public face of their company after 15 years with the same home-grown HTML public web presence. Before diving into a new web design, in-depth research was conducted to define not only their existing traffic demographic, but better understand what their ideal customer was looking for in the insurance products they offered. Additionally, new brand colors and nomenclature was established to update the brand's overall visual presence.
Quantitative survey data was collected from over 200 licensed independent insurance agents to narrow down the end user's priorities and values. Additional research was conducted to identify a CMS that would work for the company to make updates so the new site would not become stale. The new website ultimately led to increased traffic and conversion rates in the form of digital inquiries made for insurance coverage.