We began by creating a digital strategy for Stanmore, to help design a website that truly represented their respected brand and excellent customer service. However, the ultimate goal was to deliver a website that would generate ROI, turning visitors into leads and, ultimately, customers. We worked to understand Stanmore’s clients and business types  by deep diving into customer personas. A new site map and customer flow were worked out. Detailed research into keyword strategy was conducted. Content for every page was re-written according to SEO keywords and the tone of voice guidelines we had previously created.

The previous Stanmore site had been built in HTML, which made it difficult for the team to update. Our build would be a WordPress CMS to allow easy in-house updating and editing by Stanmore themselves. In terms of the look of the site, Stanmore were clear they wanted to stand out from stereotypical insurance broker sites. Their focus is on people, so images of the Stanmore team are a major feature of the site. Content is presented by specific market sectors and insurance types, to target audience groups according to their position in the marketing ‘funnel’.  To boost lead generation, contact forms are positioned at the bottom of every page, and strong CTAs are a prominent feature.