Guiding insurance buyers with easy-to-use website functionality
Challenge
To provide insurance to its diverse commercial and personal audiences, Hylant faced the challenge of developing a website that would offer guided experiences for a range of coverage — from employee benefits to personal property.
With so many potential user journeys across separate microsites and landing pages, the goal was to create a dynamic online platform that acted as a digital sales representative, connecting buyers with relevant products and services while avoiding unnecessary distractions. Hylant also wanted a scalable site that would build brand authority and generate leads.
Primary goals:
Support sales teams
Build brand authority
Drive new leads
Solution
Based on in-depth user testing and website analytics, we knew we needed to make it easier — and faster — to complete key actions, such as getting a quote. We approached this in two ways: implementing a more modern, guided navigation and adjusting the site’s architecture to support SEO-related priorities, like providing optimized experiences to visitors who reach the site via non-branded keyword searches.
In addition, we enhanced site search functionality with built-in features like auto-fill, typo tolerance, and machine learning — making it a snap for customers to find specific resources. And, based on customer interviews that indicated the value of a personal connection with Hylant’s team, we added an employee directory to the site.
Results
Since launching in early 2023, the site has seen a 75% increase in traffic driven by non-branded searches — a major win toward Hylant’s goals of using the website to attract new leads and build brand authority.
