Telling a Different Story – Getting Personal
When observing the landscape of insurance industry websites, they all essentially tell the same story – lower rates along with their list of services.
It all seems impersonal.
When IIA’s owner, Jeremy Stroud first approached us for a new website, we took the time to learn his company’s point of difference from the major insurance companies we see on TV every day.
Our takeaway from our research is that IIA provides a superior level of service that’s highly customized. Being that many people don’t think about insurance until they need to file a claim, shouldn’t you have a personal connection with your insurance agent? (especially in a time of crisis). We think you should, and that’s the story we set out to tell with Independent Insurance’s new website.
The focus of the website is to tell a different story than IIA’s old site and its marketplace competitors – give clear information while building trust. Trust is built by showcasing the people tied to the organization. We put Jeremy and his team on the front of the website to establish a more personal connection and created a new tagline for the business – “Insurance Made Personal.”
Cleaner Design On Desktop and Mobile
Let’s be honest… many people don’t read a website filled with page copy. The original IIA site was very text-heavy resulting in a poor user experience. Bounce rates for the site were high and time spent on the site was low.
We trimmed out all the fat without compromising Search Engine Optimization and streamlined the site allowing the user to more quickly find the information they’re looking for.
Independent Insurance is not a national brand but is highly localized. To showcase IIA’s roots in the community, we conducted a photo shoot capturing iconic areas of Fort Mill, SC and utilized the imagery throughout the website to validate the personal and local feel to this company.
Since the site’s launch at the end of May, Beyond Marketing continues to market for IIA with social media content, ongoing SEO and content development for the site’s blog.