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Guiding insurance buyers with easy-to-use website functionality


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


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.


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.

Check out the Hylant website.

Hylant website homepage
Man with child Group of people smiling
Hylant blocks in action
Hylant blocks on mobile Testimonial block on tablet
Employee listing block
Hylant iconography Hylant typography