This provider insurance company wanted to become a thought leader, differentiate itself, and raise awareness of its inclusive DEI culture. These recommendations were projected to improve engagement and conversions by ~15–20 %.

• Audience: Policyholders, hospital administrators, agents/brokers, prospects, employees, job seekers

• Goals: Promote new products of the agency for differentiation, add content about its inclusive culture, and strategize how to make the content more accessible and relevant.

• Objectives: To find out whether the content was findable, engaging, readable, and had content gaps; to identify differentiators.

• Actions: Crawled the site and created a keep/edit/delete list of the pages. Analyzed findability, site metrics, and content.

• Deliverables: Keep/Edit/Delete list of pages, 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 a lot of content gaps, like DEI and new products. The content was not scannable and targeted a general audience, not the distinct audiences.

• 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.

  • Strengthen social proof

    Add testimonials to differentiate from competitors 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 help users find relevant content. Build a taxonomy to make sure content is categorized logically and easy to retrieve.

  • Search tool

    Add more relevant topics to the thought leadership content search tool.