Brightway Insurance
Strategy & Platform Development
Brightway Insurance is a fast-growing franchise organization with over 100 agencies throughout the US. They partnered with Station Four to build a ground-up custom digital platform that would provide each of their franchisees with a lead-generating website filled with engaging headlines, rich content and agency-specific information.
Smart, Concise Content
Brightway as a brand operates under 2 core principles: provide clients with access to more choice and expert advice. Our copywriters worked directly with the corporate marketing team to craft content that would convey both of these in a way that could be easily understood. After sitting with the Brightway team and conducting extensive research on insurance policies, we crafted simple explanations for each policy type that included only the most important information needed to educate a savvy consumer.
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Built to Respond
Designing for “moments” is an important part of what we do. When it came to Brightway customers, we found that visitors were hitting the sites at moments where they wanted to either research Brightway or insurance policies, or get a quote. Our goal was to create content that could meet the consumer in whichever moment they were in, on whichever device they were on. Each piece of content and design element was built responsive, so it could be easily consumed anywhere, from a consumer’s family room to a dealership sales floor.
Immediate Results
At the end of the day, the platform was built to generate leads. Without that all-important indicator, we would have created another pretty website, but not a marketing solution for a franchisee. After only 30 days of being live, the numbers are tell their own story about the quality of the work.