CMS Platform: Sitefinity
Robust content management capabilities and scalability through Sitefinity.
Answering audience needs and defining opportunities for growth.
UPC Insurance strives to Keep the Promise® in everything they do. This means being there for their policyholders who look to them to provide a financial backstop for their most important asset — their property. Since 1999, policyholders and agents have counted on UPC Insurance to be there at the time of need. Through their unwavering dedication to Keeping the Promise and serving customers in 12 states, UPC Insurance is the 18th largest writer of homeowners’ insurance and related lines in the nation.
UPC’s previous site was outdated and needed an improved overall site structure. They also needed a clean and modern design, as well as updated copy to speak to their three unique audiences. Those included insurance agents, existing policyholders and prospective policyholders. The new website would also need a new CMS that could support future integrations and can scale with the company.
Bayshore Solutions has been a long-standing partner to UPC, as we had worked with them on their previous website. They were happy to continue their new project with Bayshore because we already knew their story, brand and audiences and had a strong team that could deliver on the strategy, design and development.
The start of the process involved multiple and collaborative road mapping sessions to identify the requirements and needs of the new website. Bayshore conducted stakeholder interviews and created user stories that would help us all understand the wants and needs of each audience. This information would also then influence how the site was structured so that it aligned with each audience type.
A very robust site mapping exercise was done to decide what should live on each section of the site. The restructured navigation would be less confusing and provide a better user journey for each audience. Wireframes were also created to help communicate the new navigation structure and key elements of the core pages of the site.
For the CMS, Sitefinity was chosen because of its robust functionality, emphasis on security and because of its ability to scale. Sitefinity’s SiteSync feature was also another reason for using this CMS as it makes updates much more efficient. For design, the overarching goal was to have a clean user interface. A big focus was also placed on designing for mobile functionality.
This campaign resulted in improvements in the overall page load time, allowing users to get answers to their insurance questions quickly and efficiently. The newly designed site reduced the bounce rate for users, as the newly mapped user journeys guided visitors to the next relevant page. The site was also launched with, and is populated with more and more relevant content, which in turn increased organic traffic CTR for branded search terms.
- 56.44% increase in overall page load time
- 22% decrease in overall bounce rate
- 28% increase in organic traffic CTR