Guiding insurance buyers

Hylant needed a unified website experience that could guide both commercial and personal insurance buyers across a wide range of coverage options, from employee benefits to personal property without overwhelming them.

With multiple user journeys spread across microsites and landing pages, the challenge was to create a scalable, authoritative platform that functioned like a digital sales representative, connecting users to the right products at the right time. Above all, the site needed to support sales teams, strengthen brand authority, and generate new leads through clear, focused experiences.

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.