Arbella Insurance Group

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For over 25 years Arbella Insurance Group has been one of the leading providers of personal and business insurance throughout New England. Arbella’s independent agencies provide local customers with cutting-edge solutions for car, home, business insurance and more.

This was

The Problem

Arbella Insurance Group uses an independent agency model for their insurance sales. They do not write policies directly – instead, customers go through local insurance agents to shop, compare and purchase their insurance policies. Arbella Insurance Group approached us to assist many of their independent agencies with a series of website redesign and SEO lead generation campaigns throughout New England.

Arbella was hoping to help many of their top insurance agencies improve their web presences and digital marketing strategies to enable them to be more competitive in the competitive online marketplace. Two of the early projects we tackled for Arbella were for Karl Crowell Insurance, an agency with offices in Cambridge and Plymouth MA, and McClure Insurance Agency, located in Western Massachusetts. Both agencies were in need of modern websites that would allow them to successfully implement location-based search engine optimization campaigns for the future.

This was

Our Solution

Both websites were in dire need of aesthetic updates. We implemented elegant, mobile-responsive templates that featured high-resolution photos, full-width sections with simple color schemes, simple buttons, intuitive navigation, and contact forms and CTA elements placed strategically throughout. For McClure Insurance Agency, we even included an engaging slow-mo video on their homepage to help the website stand out against the competition.

Aesthetically, we placed an emphasis on cleaning up the color palettes used on both websites. For Karl Crowell Insurance, we used their logo’s primary color, a deep brown-gold, and complemented it with a navy blue and a hueless light gray. We believe these new colors give the Karl Crowell website the sophisticated, elegant look and feel that they wanted to convey. For McClure Insurance, their old color scheme used four or five monochromatic variations of their main teal color, which we believe made their website too distracting. We extracted the exact color code from their logo and used that as the primary color for their new website while introducing full-width, high-resolution photos specific to each insurance offering on each interior page to also introduce an occasional accent color. We also incorporated certain elements that they enjoyed from their original website, such as the simple, engaging icons on their homepage that link to important customer service pages.

Ultimately, both of these websites have helped these agencies deliver a much more modern, user-friendly experience to all of their customers while also improving their long-term search engine visibility and ability to drive web leads.

Here are

The Results

Not only did these website redesigns help transform the digital presence for both of these agencies, but the impact on key website metrics that measure user-engagement have improved significantly. View the metrics below:

Time on site

Page views

Website traffic

New visitors

"HSM truly understood what I was looking for and completely nailed it.
From obscurity to page one, HSM gets it done."

− Jeff Lazzarino, Owner

Stop playing hide & seek with your customers.

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