A New Website for a Wholesale Insurance Broker that Proved to be Well Worth the Risk

(213) 894-9933 hello@spinxdigital.com

OVERVIEW

Worldwide Facilities specializes in providing innovative insurance solutions nationwide. In such a competitive industry, it is important for Worldwide Facilities to have a current, professional and informative website that accurately depicts their culture, values, and expertise.

KEY ACHIEVEMENTS

+51%
Sessions
+20%
Organic search traffic
+12%
Avg. time on page
+23%
Pageviews

AWARDS WON

W3 Awards2020 Gold Award Winner
Web Marketing
Association2020 Standard of Excellence
Davey Awards2020 Gold Award Winner

Rapid expansion through acquisition made their
old website in need of massive restructuring.

Discovery

Worldwide Facilities came to us to help them redesign their website. Their product offerings and specialty areas had dramatically expanded in the past few years through acquisition, and their previous website wasn't flexible enough to keep up with the new growth.

Our first, very important step in redesigning such a complex site is to kick off the discovery stage. We started by conducting stakeholder interviews in order to thoroughly understand the vision, values, goals, and voice of the company so we could create the perfect site for them. We also performed an audit of their current site to assess what was working and create strategic solutions to eliminate problem areas.

We were also able to establish our main goals for the redesign during the discovery phase. First, they wanted to make sure visitors were encouraged and able to easily reach out to them to work together. Another goal was to excite and educate potential employees of the opportunities and benefits of being part of their organization. Their final goal was to allow visitors to easily navigate the site to find the specific information they need within their extensive capabilities and specialties.

UX Strategy

Having defined our direction and overall goals, we were almost ready to start building the new website for Worldwide Facilities. Before any design or development could be done, it was integral to outline the optimal user experience of the site first. We created a sitemap and wireframes to make sure the functionality of the site accomplished the goals for the project.

We planned the structure of the site to make it easy for visitors to understand the wide array of insurance products offered by Worldwide Facilities and the various solution they had available for specialty markets. Within each of these areas, we laid out the pages in a way that made it easy to jump between sections to allow visitors to quickly and easily find information on the product, who to contact for a quote, and available application forms if they were ready to move forward.

Build

After planning out the site structure it was time to translate everything into detailed design mockups. We started our visual UI design by creating a moodboard. The moodboard allowed us to explore various color palettes, typography pairings, imagery styles, and design patterns. Intentionally selecting each element of the design language allowed us to paint the picture of Worldwide Facilities as the friendly, trustworthy, and capable company it is.

We created a custom site build on the Wordpress content management system (CMS) with a responsive design optimized for all screen sizes. Wordpress gave us the ability customize the website infrastructure to accommodate the exact needs for Worldwide Facilities while keeping it simple for admin of all skill levels to manage, update, and edit content.

One of the most important features we built on the site was the directory of contacts. With over 160 producers they wanted to make available for contact, we strategized a powerful system to allow visitors to find the exact person who could help them with their request. We even programmed an in-site messaging platform that allows the correct producer to be emailed directly, without showing email addresses that could potentially be compromised and scraped by bots.

In addition to the public-facing website, we also built a private intranet for their employees. We integrated the intranet sign-on with their Active Directory to take advantage of single sign on (SSO) functionality. We also architected a flexible "page builder" for them. Using the page builder, they could create new pages on the intranet that would feel cohesive and be on brand, while remaining flexible enough to accommodate unforeseen content requirements and future expansion.

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Test & Launch

Once we fully built out the new site, we conducted our internal round of testing the site. We do this on every project so we can find any bugs and resolve them quickly. Once the build of the site was bug-free, we were ready to reveal it to Worldwide Facilities.

We scheduled a CMS walkthrough session with the marketing team to walk them through the front-end of their new site and train them on how to add and edit new content in the future. Worldwide Facilities then conducted their own round of QA, finished content entry, and started prepping for launch.

After all of the content entry and testing was finished, we were ready to start our prep for launch to take it live! As soon as the site was set up in the new hosting environment and the domain was pointed, we conducted a quick, but thorough, round of QA testing to make sure everything was transferred properly, and the site was live.

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Worldwide Facilities is dedicated to providing
innovative insurance solutions for their clients,
and now has a website that clearly conveys this.

CLOSING THOUGHTS

Starting with a disorganized, outdated website, it took a lot of work to get to the clean and modern online marketing presence we ended with. Clearly guided by our project goals, the award-winning strategy, design, and development we crafted has left Worldwide Facilities with a powerful tool that will continue to drive business to them for years to come.

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