Redesigned Website Aligns Branding, Educates Target Audience and Creates a Better User Experience


Celina Insurance Group, a leading insurance company based out of Celina, Ohio, offers auto, home, business and farm coverage exclusively to independent agents in Ohio, Indiana, Kentucky, West Virginia, Tennessee and Iowa. The company contacted Marketing Essentials seeking a redesign of its website that was outdated in branding, had a poor user experience and lacked Search Engine Optimization (SEO).

The project began with collaborative brainstorming and strategy sessions between their team and our team to map out the navigation, site architecture and design. The website needed to engage two different personas — the independent insurance agents selling their products and the policyholders buying the insurance. The website also needed to include SEO (on-page technical and targeted keywords), so the new website would appear in search results before the competition.

The new website now includes a navigation and user experience that is easy to navigate and allows policyholders and agents to find the information they seek. The site is modern, organized and represents Celina Insurance Group’s brand today. Also, the new website experienced an immediate boost in clicks and impressions due to the recently implemented SEO tactics. 

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