robertson insurance
Website Redesign
Developing a digital presence that matches the customer-centric approach to a local insurance agency based on partnership and easy access to information.
Robertson Insurance and Risk Management is a local agency founded, and operated today, on the value of delivering high-quality service and engagement with individuals from the first meeting and beyond. They’re focused on protecting everything important to their clients, not just the policies they hold. What makes the team at Robertson Insurance unique is their approach to building personal relationships first.
The Challenge
The primary goal of the project was to create a well-designed user experience that allowed for an easy presentation of information that would help to align the needs of users with the services and support of Robertson Insurance. Additionally, we knew that an organic internet marketing campaign was of importance for the ongoing success of their digital marketing strategy. Because of that, our internet marketing team was involved in developing the new site architecture and optimizing website content for users and search engines.
Our Strategy
Our design team was able to pull inspiration from the history of Robertson Insurance and the familial influence of the founder’s Scottish background. The site’s overall color scheme is an industry differentiator that aligns with their core values and client approach. We then collaborated with the Robertson Insurance team to complete a photoshoot to capture new team headshots and environmental scenarios for the new page templates. As a result of that, we also worked with the internet marketing team to build out page content that would help them capture organic search opportunities, expand their expertise and authority on relevant topics, and increase the likelihood of lead generation.
The Results
A key post-launch strategy was to reach target audiences through social media advertising. We were able to increase social media sessions by over 30% since the site’s launch. We have been able to refine the organic traffic coming to the site by increasing their time on site and pages per session by 140% and 73%, respectively. And, while continuing to offer the tone of relationship-building principles, we’ve been able to increase the volume of website leads from numerous service pages.
“After our first meeting with Tower Marketing, we knew we were speaking with the right people to handle our digital presence. We needed a partner that understood our approach is different and how we wanted to communicate our unique value proposition. We did not want the industry standard, and Tower Marketing took our vision and made it a reality.”
Neil Robertson, Operations Manager and General Counsel, Robertson Insurance & Risk Management
