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case studies
Acumen Insurance
Acumen Insurance Group has served the Greater Hamilton Area for over three decades. The brokerage has strong ties with the community, and is an active donor to local charities, organizations, and provides two yearly bursaries to Mohawk College. In addition to specializing in home, auto, life, and travel insurance policies, Acumen also caters to a variety of niche commercial industries, like cannabis and medial spas. The brokerage’s customer-first philosophy is evident in their commitment to providing ongoing advocacy and education to their clients. Using expertise, insight, and their expansive network of suppliers, Acumen’s insurance brokers work to secure customizable coverage for a diverse range of clients.
Website Challenges
Despite their reputation for exceptional customer service, Acumen’s online presence lacked the approachability, accessibility, and expertise that they’d cultivated as a long-standing brokerage. Acumen’s team enlisted Symetric to help them develop an updated, functional website that would streamline their customer service processes and make resources more accessible for clients.
VISIT LIVE SITE VISIT LIVE SITE
Our Process
We scheduled a meeting to establish goals and timelines for the new website and used insights from our site audit, and from Acumen’s management team, to determine priority pages. Acumen chose to use our Growth Driven Design (GDD) process, which helps business owners not only minimize risk associate with traditional website launches, but also learn, grow, and fine-tune marketing strategies using real customer data. Symetric assessed Acumen’s existing website through various meetings, site analytics, SEO and User Experience research, and created fundamental value assumptions to outline effective solutions that would encourage lead generation, help to convey Acumen’s high level of service, and provide education and resources to prospective clients.
What we did
Website Design and Development
- Created a custom wireframe to map out a visual of the new website.
- Incorporated user-friendly components including a chatbot and a CRM to help identify and track qualified leads, customer data and propel company growth.
Branding
- Several original logo options were created using design principles to produce a modern logo that captured the brand’s history and development.
- Updated colour scheme and brand guidelines.
Marketing
- Designed scheduled social media calendars to use across multiple platforms.
- Launched social media campaigns to announce new website and to promote updated look.
- Optimized content for search engines.
Content Writing
- Developed and created monthly content to appeal to, and educate, existing clients and other users.
Print Design
- Design business cards and company folders to further establish updated look.
The Result
The GDD process provided Acumen’s team with the flexibility they needed to not only meet current goals, but also plan for future growth. The result is a fresh, functional website that can adapt to changes in customer needs and industry trends. Acumen’s desire for consumer satisfaction is reflected throughout the website, which offers clean, attractive images, a modern logo, focused content, and easy-to-navigate pages that exude functionality.