Insuretrust, a national insurance wholesaler, helps companies reduce their exposure to emerging risks. Selling directly and through their network of independent broker customers, they simplify insurance for companies facing risks related to cyber liability, technology errors and omissions issues and miscellaneous professional liability.
The company’s website was showing its age: broken links, outdated look and feel—and the marketing director had been frustrated by its inability to track visitors. This lack of functionality meant email marketing campaigns were yielding very little meaningful data about his market, leaving him largely in the dark about the company’s online pipeline.
The content and navigation of the site lacked clarity and ease of use, causing confusion and missed sales opportunities. Finally, Insuretrust felt its old logo and identity were no longer communicating their value effectively.
Working with PR firm Cohn Overstreet & Parrish, Snowball put a new “face” on Insuretrust’s identity, designing a new visual brand to better reflect the company’s position as a marketplace leader. The new logo features a green sphere, which represents the global span of the company’s work, and “green for go” to emphasize safe business transactions.
Based on this new identity, Snowball created new stationery and a cleaner look and feel for the website—along with easier online navigation to make Insuretrust’s knowledge resources easier to access for brokers and customers.
The new site’s backend also allows the company to track site traffic and gather valuable data about visitors to determine their interests and market to them more effectively.
Brainstorming ideas for updating the website with Insuretrust, Snowball was able to zero in on an opportunity for the company: why not offer online tools that would make it easier for independent brokers to sell Insuretrust products to their customers?
A second website was born under the EmergingRisks.com domain to provide password-protected access to Insuretrust’s proprietary case studies and other resources. Online tools were created that allow brokers to customize documents—with their own visual identity and contact info—that illustrate the value of Insuretrust’s products.
The new Insuretrust site allows the company to better serve its brokers by offering sales tools that make it easy for them to create their own co-branded collateral. Metrics on site visitors enable the marketing director to target more effective campaigns. As a result, leads from the website have increased 800% since the site was redesigned.