Case Study: Westhill Insurance
Our Expertise and Experience
- Information Architecture
- User Experience
- Digital Marketing
- Website Design & Development
- E-Commerce Platform
- SEO & PPC Campaigns
- Search / Email Marketing
- Software training for all users
- Digital Business Analyst Service
- Copywriting
- Bespoke Quote Engine Build
Brief
Westhill was looking to develop a complete re-think on its marketing and online strategy, involving a new brand identity, a new websites and a vastly improved online quote area.
Our Solution
Our plan was for the website to work synergistically with the SEO tools to help Westhill achieve more visitors and in turn sell more policies. We started off with an audit of current website content, search traffic, visitor activity. We complied reports that clarified the target markets and users; this allowed us to create predetermined user journeys and scenarios that would benefit all visitors to the site.
The next step was to develop a new site based on our tried-and-tested Content Management System. The requirement was the need to enable complete flexibility and saleability for Westhill. It also had to be built to maximise Search Engine performance and equally increase levels of quote request.
The digital team worked with Westhill to build a website that had:
- Individual ‘Landing Pages’ for core products
- Additional supporting pages to provide required SEO content Regularly updated news section and email broadcast tools
- Additional functionality (Data Capture / Competitions)
- The ability to track referrals and thus support an affiliate program.
- A system to track referrals through to the quote engine or in-bound telephone calls
An important part of the project was to develop online quote page that integrated with their Open GI Quote system. We accomplished this using the latest technologies including Ajax and ASP.Net. This gave the user a seamless experience and provided them with the most up to date quote information.
The Digital Marketing team was responsible for making sure the content for the website was written and developed in a search engine friendly way with appropriate keywords to suit. Once the website was live the team then engaged in an ongoing and integrated SEO / Pay-Per-Click campaign. The campaigns worked hand-in-hand and enabled us to further optimise Westhill’s website to improve natural listings on Search Engines.
To further capitalize on Westhill’s online marketing we orchestrated an Out-Bound Email Campaign – sending out 4 targeted sales emails a month. These were mailed from our Email Broadcast system which is part of CMS.
The Result
Our painstaking approach to ensuring each part of the process was as
user-friendly as possible has seen their quote fall-out rate massively
reduced and the number of customers sales and enquiries significantly
improved.
Castle Buildings, 2C New Rents
Ashford, TN23 1JH
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