HUB International is one of the leading insurance brokerage firms in North America. HUB provides a variety of products and services including property and casualty insurance, life insurance, health insurance, risk management products, and more. They are the largest insurance broker in Canada.
Why Did We Start the Project?
The Challenge
For a global enterprise like HUB, maintaining brand consistency across its numerous websites and products is a critical but challenging task. With a broad portfolio of services across different regions, manually creating landing pages for each branch and product was resource-intensive. Moreover, inconsistency across websites not only created user frustration but also hurt the brand's credibility.
HUB International needed a solution that would deliver a seamless brand experience across its digital touchpoints while driving lead generation. They sought to create region-specific content and streamline their digital presence, all while making their websites more intuitive for users and optimized for lead conversion.
What’s Going On?
The Analysis
Marcel Digital conducted an in-depth audit of HUB’s existing web properties, focusing on user experience (UX), site usability, and technical SEO. During collaborative meetings with HUB’s team, we identified several pain points:
- The websites were not optimized for regional audiences, negatively impacting user experience and search engine rankings.
- Navigation and content were not designed with lead conversion in mind, limiting the websites' ability to serve as an effective sales enablement tool.
- The martech stack lacked integration to properly track and nurture leads across different regions.
This analysis highlighted that the existing websites were not aligned with HUB’s lead generation objectives. To overcome this, we proposed a strategy focused on improving both search engine rankings and lead conversion by tailoring content to specific user needs and regions.
How Did Marcel Digital Help?
The Solution
Marcel Digital developed a multi-phase strategy to address the challenges and create a digital experience that would enable HUB International to scale lead generation across its network:
- User Testing
- Conversion Rate Optimization (CRO)
- Website Redesign
User Testing was foundational to our strategy. We needed to ensure that the design and content resonated with HUB’s ideal customer profiles (ICPs) while improving usability. By gathering data directly from users, we fine-tuned the design to meet their needs, ensuring that the new websites would be intuitive and easy to navigate.
Conversion Rate Optimization (CRO) was applied to maximize lead capture. We leveraged A/B testing and advanced CRO techniques to optimize the user journey. This involved presenting tailored products and services based on visitor needs, increasing the likelihood of conversion and nurturing potential clients through relevant content.
Finally, we redesigned HUB’s websites with a focus on brand consistency and region-specific content. A streamlined, uniform design improved the user experience, while localizing content boosted SEO performance by aligning with regional search behaviors. This ensured higher rankings on search engines and more organic traffic, ultimately increasing lead submissions.
What Happened After Launch?
The Results
The digital transformation delivered tangible results:
- A 133% increase in overall lead submissions, demonstrating the effectiveness of the CRO strategy and optimized user experience.
- A 152% increase in overall traffic, thanks to the improved SEO strategy and region-specific content that better aligned with user search intent.
By integrating user insights, region-specific content, and CRO strategies, HUB International was able to create a more efficient lead generation ecosystem. The new website architecture now supports future digital transformation efforts, providing HUB with the flexibility to scale its lead generation initiatives across new regions with minimal resource investment.
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