A muddied message is a missed one, and Millers Mutual’s website needed cleaning.
Headquartered in Harrisburg, Pennsylvania, and serving six states plus Washington, D.C., Millers Mutual is a leading property and casualty insurer of multifamily housing and mixed-use rental properties. Known for its exclusive focus on residential rental properties and its innovative solutions, Millers partners with independent agents, agencies, and brokers throughout the region to deliver stable, robust coverages for landlords.
While Millers primarily works with agents, its website is also frequented by landlords who are covered by Millers and are looking for advice, to get assistance, or to file a claim. Millers recognized the distinct advantage of redesigning its website to effectively distinguish and cater to two audiences: insurance agents and clients. The previous website’s blend of agent- and client-focused content diluted the messaging for both groups, making it challenging for users to find the information they sought.
Lightstream’s strategic overhaul of Millers Mutual’s online presence introduced a precise approach that cleanly and clearly segmented the website by audience, refining user experiences and engagement.
Putting The Audience at The Center of Design
Lightstream spearheaded a total reimagining of Millers Mutual’s website, driven by a sharp focus on intuitive, modern, and compelling user experience and navigation that guides users effortlessly to the information they seek.
By adopting a clean design and enriching the site with images that reflect the targeted audience for that page’s content, we stripped away some of the vagueness and complexity that was convoluting the user journey and experience. Imagery also prioritized people over buildings, signifying the company’s personal approach.
All pages and content tailored to agents, such as ready-made social posts and informative toolkits, now reside under a dedicated navigation tab titled “For Agents,” creating a highly visible and straightforward path for partners to follow. All other pages on the site are customer-focused, allowing Lightstream to strategically vary messaging and copy to most effectively connect with the appropriate audience for each page.
Honing Navigation and Aesthetics
With navigation tabs intuitively named by purpose or content, such as “Learn” or “Insurance Solutions,” users have a streamlined, low-stress experience that better meets their needs. An accessible, WCAG-compliant layout ensures seamless interactions, and thoughtful information architecture guides users through a logical flow, simplifying their journey and making it easier for them to navigate.
Beyond audience considerations, Lightstream’s design and development team were intentional about aesthetics. A harmonious, visually pleasing color palette that aligns with brand identity was chosen, fostering a positive emotional connection with users. The website is also optimized for viewing across various devices and screen sizes, creating an ultra-responsive experience across all platforms.
Results
Within the first three months post-launch, the new website generated marked user engagement:
These statistics are a testament to the website’s enhanced ability to captivate and maintain user interest, proving the efficacy of the user-centric design philosophy.
A Partnership That Elevates
Rooted in mutual understanding and a shared vision of providing genuine value for users while adhering to rigorous standards of excellence, the redesign of Millers’ website has set a new standard for what is achievable in insurance website design.
Katie Gouldner, Marketing Program Manager at Millers, says, “Our marketing team values the partnership we have with Lightstream. We find that our team members and theirs mesh well, and together, we can accomplish a lot more than we would be able to do on our own. The team at Lightstream knows the insurance industry, is proactive with suggestions, is responsive to our requests, and consistently delivers high-quality work.”
Your Partner in Digital Excellence
Lightstream’s redesign of the Millers Mutual website is more than just a success story; it’s a blueprint for how thoughtful design and strategic content organization can revolutionize the digital presence of an insurance company. This project underscores Lightstream’s ability to deliver websites that not only meet but exceed industry standards, ensuring that clients like Millers Mutual are positioned for growth in the digital age.
Established in 2008, LIGHTSTREAM has an in-house team of experts ready to help you reach your marketing goals. With deep expertise in your industry, we can help you build brand recognition and reach, more effectively connect with your audiences, and elevate relationships with policyholders and agents. Speak with us about enhancing your strategies to propel your business forward.