At its core, the task was to create a CMS-based template that would allow each individual office to customize their site so that it felt personalized and unique, but still maintain the integrity of the brand across the board.
I worked closely with the development team who built the custom CMS to identify areas that needed to be fully locked down with branded content, areas where the franchises could select from pre-curated imagery, and areas where franchisees truly had the freedom to customize the page by uploading their own photos and content. Of course, franchisees are in the business of insurance — not website management — so I ensured all customizable areas had elegant fallbacks in the case a franchisee declined to customize their page.
We took a mobile-first approach to designing the responsive website, and crafted the experience with the audience in mind. We described everything in simple, clear language with accompanying illustrations that conveyed the joy of having peace of mind.
Supported with smart, SEO-friendly content and savvy digital marketing, the new site set the pace to more than double the previous years online leads after only 30 days of going live.
