Better showcasing the local service and trust this local institution is known for.
Utter Morris is one of the oldest and most established insurance brokerages in Burlington, and is a model corporate citizen and well-respected member of the community. Their website didn’t reflect this and didn’t project the image they wanted. Furthermore, virtually all of the traffic they were receiving to their website was local in the city of Burlington. The nature of their business allows them to service clients in a much larger geographic area, but they weren’t taking advantage of this opportunity.
One of the major themes in our discussions with Utter Morris was the idea of ‘humanizing the brand’. When dealing with a local broker you have access to people that you can deal with face-to-face. For Utter Morris’ clients, this is important, and it’s the reason that they’ve had many clients stay with them for decades versus choosing a larger national company. So it was natural for us to suggest that we place a greater emphasis on the people behind the brand, their personal service and the involvement that Utter Morris has within the local community.
We saw significant opportunity for them when it came to using pay-per-click advertising as a way of getting qualified traffic to the site outside of their immediate geographic area. This strategy has paid off very well with PPC now generating more email leads than any other source, and it’s also the highest converting source of traffic.
Responsive design and simplified visual layout
Complementary to the UM brand with revised, clear navigation
“We hired Fidelity Internet Marketing to build us a new website and help us out with our internet marketing – specifically for SEO & PPC advertising. They’ve been great to work with. We really appreciated the time they took to understand our business, and understand what we were looking for with the new site. They continue to manage our SEO & PPC, and we definitely see a lot of leads coming in from people who wouldn’t have found us had it not been for the work that they do.”
Partner, Utter Morris
See more of our website design and development work: