Staying on top of the ever-changing world of digital marketing and online visibility can be exhausting for a marketer. Considering mobile usage, Google web search and algorithm changes, as well as being able to provide the best overall online experience for a visitor; businesses are constantly challenged with finding ways to improve the functionality of a company website. When considering a website redesign or refresh, one important factor to keep in mind is that new features should incorporate components that not only improve SEO, but the overall perception, interaction and awareness of your business.
In 2012, Stream Creative was approached to complete a redesign and migrate website content for R&R Insurance, Wisconsin’s largest independent insurance agency. The goal of that project was to move R&R to a more user-friendly content management system and also to improve their web presence in general. HubSpot was the chosen platform due to its ease of use and robust analytical tools. Throughout 2012-2013, a strategic, inbound-marketing focus was implemented, geared toward developing valuable content including blogs, video, social integration and more to ultimately attract leads for R&R Insurance. As a result of these efforts, in 2014, R&R Insurance Services’ website was named as National Underwriter’s Best Agency Website based on the use of SEO, analytical tools and integrated brand awareness.
Although the website was recognized nationally, the team decided ‘we can do better’. In mid-2015, Stream Creative developed a plan with the primary goal in mind to redesign the site for easier navigation, modernized design, improve mobile usability and lay the ground work for future dynamic content opportunities.
Some of the areas Stream Creative focused on included:
- On the Homepage, a “How Can We Help You?” menu was developed to quickly help users find the most important pages on the site.
- Site-wide, a fly out menu structure was implemented to improve navigation and mobile usability.
- A ‘card’ navigation structure was developed to strategically drive visitors to business units based on R&R Insurance’s growth goals.
- The new site features a dynamic, filtered “Resource Download” page that is easily updated by R&R Insurance.
Content integration was completed using HubSpot’s new Content Staging Area. This allowed migration of site pages to a new template without having to copy and paste content. As a result of using this tool, no SEO disruptions or changes took place while moving the 200+ unique website pages.
After the launch of the website in October 2015, R&R Insurance saw an 84% increase in website traffic and a 21% increase in leads over same month prior year.
In addition to obtaining user feedback, the use of Hotjar was implemented to track user clicks and interaction within the site. We learned that on the homepage, users were trying to click a heading that we had no intention of making a hyperlink. Based on the knowledge we obtained, we made that particular area clickable, which has increased views to the company’s blog.
R&R Insurance’s website was a great example of how refreshing even a high performing website can make a tremendous impact to a business. While it’s difficult to predict the precise ROI of a refresh or redesign, making even small changes can produce a positive rise in SEO ranking, interest from prospects and satisfaction from current customers.