Audience: Providers, hospital administrators, agents/brokers

Goals: Help the audiences get to know Coverys insurance; help the agency establish itself as a thought leader.

Objectives: To answer whether the content was findable, engaging, and usable, find content gaps, and identify differentiators.

Actions: Crawled the site and created a keep/edit/delete list. Established analysis criteria and analyzed site analytics and content.

Deliverables: Keep/Edit/Delete list of URLs, content audit slide deck with findings and actionable recommendations.

Findings: The audit found that the site had relevant and high-quality editorial content, but the search tool lacked enough topics to be useful. There were also a lot of content gaps and a lack of compelling imagery. The content was often targeted to a general audience, but the different segments had very distinct needs.

Recommendations:

• Strengthen the About section

  To strengthen the client’s DEI and branding goals, add content on their DEI efforts, a compelling mission statement, the community work the company does, and awards and accolades. Reduce the space given to leadership photos, which were hindering their DEI branding efforts.

• Strengthen social proof

  Add testimonials to differentiate and build social proof.

• Showcase new products

  Promote new products on the website to differentiate from competitors and to increase conversion of leads.

• Increase findability

  Expand filtering and cross-linking to improve findability. Add a Related Content component to each page. Build a taxonomy to make sure content is categorized logically and easy to retrieve.

• Search tool

  Add specific topics, content formats, and segments in the search tool.